Composable Commerce for B2B: Bridging the Gap Between B2B and B2C Experiences on AWS

Redefining B2B Commerce for the Digital Age

The expectations of B2B buyers have fundamentally shifted. Today’s business customers demand the same seamless, personalized, and intuitive experiences they enjoy as consumers. Yet, B2B organizations must also navigate a landscape of complex buying cycles, multi-tiered pricing, intricate account hierarchies, and deep integration with legacy systems. Traditional, monolithic commerce platforms are no longer fit for purpose—they struggle to keep pace with evolving customer needs and operational realities.

Publicis Sapient, in partnership with AWS, is leading the transformation of B2B commerce through composable, MACH-based (Microservices, API-first, Cloud-native, Headless) architecture. This modern approach empowers B2B enterprises to deliver experiences that rival the best of B2C, while addressing the unique operational complexities of B2B at scale.

The MACH Advantage: Flexibility, Agility, and Future-Readiness

A MACH-based composable commerce ecosystem offers B2B organizations a host of strategic advantages:

Best-of-Breed Solutions: Select industry-leading components for eCommerce, content management, search, merchandising, and more—each seamlessly integrated via APIs.
Reduced Vendor Lock-in: Loosely coupled services allow you to upgrade or replace individual components without overhauling your entire platform.
Cost Efficiency: Scale only the services you need, optimizing spend and avoiding the bloat of legacy systems.
Future-Proofing: Easily incorporate emerging technologies and adapt to evolving business models.
Speed to Market: Microservices and automation accelerate development cycles, enabling rapid rollout of new features and experiences.
Enhanced Customer Experience: Headless commerce enables consistent, personalized journeys across every channel—web, mobile, and beyond.
Interoperability: API-first design ensures seamless integration with existing systems and partners, critical for B2B environments with complex back-office requirements.

Solving B2B’s Unique Challenges with Composable Commerce

B2B commerce is inherently more complex than B2C, with longer sales cycles, negotiated pricing, and multi-layered account hierarchies. Publicis Sapient’s composable approach, powered by AWS, addresses these challenges head-on:

Complex Buying Cycles: Modular architecture allows for tailored workflows, approval processes, and custom catalog experiences for different buyer personas.
Multi-Tiered Pricing & Account Management: Flexible pricing engines and account management modules support contract-based pricing, volume discounts, and role-based access.
Integration with Legacy Systems: API-driven integration enables seamless connectivity with ERP, CRM, and supply chain systems, ensuring data consistency and operational efficiency.
Personalization at Scale: Unified data and headless delivery empower B2B organizations to deliver targeted content, recommendations, and promotions to each account or user segment.
Marketplace Enablement: Build and scale digital marketplaces—whether curated, channel partner, or first-party—unlocking new revenue streams and customer segments.

Real-World Impact: B2B Transformation in Action

Publicis Sapient’s expertise in composable commerce is trusted by leading B2B organizations worldwide. Consider these examples:

Global Distribution Leader: Launched a centralized digital platform connecting over 170 operating companies, enabling frictionless omnichannel experiences and capitalizing on scale for investment optimization and efficiency. The result: 100% frictionless omnichannel journeys, rapid MVP delivery, and a digital factory model supporting agile innovation at scale.
Equipment Rental Innovator: Reimagined B2B commerce with a dynamic, component-driven architecture, integrating Adobe Experience Cloud and Commerce. The transformation drove a strong channel shift from offline to online, increased user engagement, and reduced funnel leakage—freeing sales teams to focus on growth and relationships.

AWS: The Foundation for Scalable, Secure B2B Commerce

AWS provides the robust, secure, and scalable cloud infrastructure essential for composable commerce. As an AWS Premier Consulting Partner, Publicis Sapient leverages AWS to:

Rapidly migrate and modernize legacy B2B platforms to MACH-based architectures
Seamlessly integrate best-of-breed commerce, marketing, and data solutions
Deliver scalable, resilient operations that support global expansion and peak demand
Enable advanced data and AI capabilities for hyper-personalized experiences and real-time insights

Accelerators and Proven Frameworks for B2B Success

To help B2B organizations realize value faster, Publicis Sapient offers AWS-optimized accelerators and a proven methodology:

Composable Commerce Storefront Accelerator: Rapidly deploy modern, MACH-based storefronts with consolidated invoicing, consumption-based pricing, and pre-integrated best-of-breed components.
SPEED Framework: Strategy, Product, Experience, Engineering, and Data—ensuring every engagement is aligned to business goals and delivers measurable value.
Change Management and Data Governance: Support for organizational transformation, data quality, and trust—critical for B2B success.

Business Value Delivered

20% reduction in operational costs through automation and streamlined account management
35% increase in revenue via personalized recommendations and cross-sell/upsell opportunities
38% uplift in average order value through frictionless, engaging experiences
Rapid time-to-value, with MVPs delivered in as little as eight weeks and scalable solutions in under a year

Why Publicis Sapient?

With over 30 years of digital innovation and a global team of 20,000+ professionals, Publicis Sapient is a recognized leader in digital business transformation. Our deep B2B and commerce expertise, combined with AWS’s industry-leading cloud services, enables us to deliver:

100+ MACH-based projects delivered globally
Proven impact across industries, including manufacturing, distribution, and equipment rental
End-to-end support—from strategy and design to engineering, data, and managed services

Ready to Bridge the B2B-B2C Experience Gap?

Composable commerce on AWS is more than a technology upgrade—it’s a strategic enabler for B2B innovation, agility, and growth. With Publicis Sapient as your partner, you can modernize with confidence, deliver exceptional customer experiences, and stay ahead in a rapidly evolving market.

Connect with our AWS experts to discover how composable commerce can unlock your next wave of B2B growth.