Connected Commerce in Automotive: Orchestrating Seamless B2B and B2C Journeys

The automotive industry is in the midst of a digital revolution, where the convergence of connected commerce, artificial intelligence (AI), and data-driven platforms is transforming both B2B and B2C sales. For original equipment manufacturers (OEMs), suppliers, and dealer networks, the imperative is clear: deliver seamless, personalized, and efficient journeys that span every touchpoint—online and offline, pre-sale and post-sale, retail and fleet. Publicis Sapient’s Connected Commerce solutions are at the forefront of this transformation, enabling automotive brands to orchestrate unified, data-driven experiences that drive growth, loyalty, and operational excellence.

The New Era of Connected Commerce

Today’s automotive customers—whether individual buyers, fleet managers, or dealer partners—expect more than transactional interactions. They demand frictionless journeys that allow them to research, configure, purchase, finance, and service vehicles across digital and physical channels. This shift is driving OEMs and dealers to integrate real-time inventory, personalized dealer portals, and AI-powered procurement tools, creating a connected commerce ecosystem that bridges B2B and B2C needs.

Bridging B2B and B2C: The Power of Integration

Automotive commerce is inherently multi-party and multi-stage. Fleet sales, parts procurement, and aftersales support require robust B2B platforms, while retail customers expect intuitive, omnichannel experiences. The most forward-thinking brands are:

• Unifying sales, finance, insurance, and after-service experiences across OEM and dealer networks, streamlining operations and elevating customer satisfaction.
• Redefining the buying journey with “anywhere, everywhere” commerce strategies, providing full visibility into the customer lifecycle—from initial interest to post-purchase engagement.
• Creating new revenue channels and improving supply chain agility by leveraging real-time data and digital touchpoints.

Real-Time Inventory and Personalized Dealer Portals

A cornerstone of connected commerce is the ability to synchronize inventory and offers in real time. Publicis Sapient’s solutions enable:

• Real-time inventory syncing across dealer networks, ensuring that both B2B and B2C customers have accurate, up-to-date information on vehicle availability, parts, and accessories.
• Personalized dealer portals that empower partners with tailored dashboards, dynamic quoting, and access to exclusive fleet offers—accelerating the sales cycle and deepening relationships.
• Conversational AI for procurement, streamlining complex B2B transactions and enabling faster, smarter decision-making for suppliers and dealers alike.

AI-Powered Personalization and Predictive Analytics

AI is the engine driving the next generation of automotive commerce. By harnessing customer data platforms (CDPs) and predictive analytics, brands can:

• Deliver tailored offers and communications based on a unified view of each customer’s preferences, behaviors, and lifecycle stage.
• Enhance loyalty and lifetime value by anticipating needs and proactively addressing pain points throughout the ownership journey.
• Drive operational efficiencies by aligning inventory, offers, and marketing spend with real-time demand signals.

For example, aligning dealer inventory, customer offers, and media spend for a major automotive client resulted in a 60% reduction in insight delivery time and a 50% reduction in hosting costs—demonstrating the tangible impact of data modernization.

Orchestrating Seamless Journeys Across the Value Chain

Publicis Sapient’s Connected Commerce approach is built on the SPEED model—Strategy, Product, Experience, Engineering, and Data & AI—ensuring that every transformation is:

• Strategic: Grounded in a clear vision for digital business growth.
• Product-driven: Focused on rapid development and deployment of scalable solutions.
• Experience-led: Centered on human needs, delivering intuitive, emotionally resonant interactions.
• Engineering-excellent: Robust, secure, and future-ready.
• Data-powered: Leveraging advanced analytics and AI for continuous optimization.

Case in Point: Digital Showrooms and Predictive Maintenance

For one of the world’s largest automakers, Publicis Sapient built a digital showroom consolidating online car shopping data from 190 markets and 105 countries. This platform uses AI to turn vast customer data into actionable insights, prioritize offers, and personalize the shopping journey—resulting in a 900% increase in test drives and significantly improved conversion rates.

On the aftersales side, AI-powered predictive maintenance solutions leverage real-time vehicle data to predict service needs, schedule appointments automatically, and reduce downtime—creating new touchpoints for engagement and cross-selling, while strengthening brand loyalty.

Building Digital Ecosystems for the Future

The next frontier is the creation of end-to-end digital ecosystems that connect customers, vehicles, partners, and infrastructure. Publicis Sapient helps clients:

• Integrate data and processes for real-time responsiveness
• Break down silos between sales, service, and mobility offerings
• Deliver consistent, high-quality experiences across every channel and device

Award-winning platforms like Renault Plug Inn—a peer-to-peer EV charging network—exemplify this shift, transforming the automotive value chain from linear transactions to dynamic, collaborative networks.

Best Practices for Seamless, Data-Driven Commerce

To orchestrate seamless journeys across B2B and B2C, automotive organizations should:

1. Invest in unified data platforms to break down silos and enable real-time personalization.
2. Adopt AI-powered tools for predictive analytics, inventory management, and customer engagement.
3. Empower dealer and supplier networks with digital portals and self-service capabilities.
4. Integrate sales, finance, and after-service experiences for a holistic, lifecycle approach.
5. Prioritize human-centered design to ensure technology enhances, not replaces, the human element.

The Road Ahead: Partnering for Transformation

As the automotive industry accelerates toward electrification, shared mobility, and autonomous vehicles, the need for connected, AI-driven commerce will only intensify. Publicis Sapient’s proven expertise, global partnerships, and commitment to innovation position us as a trusted advisor for organizations seeking to:

• Embrace new mobility models and digital ecosystems
• Deliver differentiated, omnichannel customer experiences
• Achieve operational excellence through AI and data
• Build sustainable, future-ready business models

The future of automotive commerce is being shaped today by those who harness the power of connectivity, data, and human insight. Publicis Sapient is proud to lead this transformation, helping clients move from imagination to realization in the age of digital mobility.

Ready to orchestrate seamless, data-driven journeys across your automotive value chain? Connect with Publicis Sapient’s experts to start your transformation.