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B2C Feature Guide

Default B2C functionality

With a few exceptions, almost all shop systems offer default B2C functionality. Let’s explore what that includes.

Basic Features

Every shop system provides a standard set of features, which don’t require much explanation:

Products & Variants

Search & Filtering

Most shop systems integrate a search engine, like Solr or Elasticsearch, which works for many cases. Some vendors suggest using specialized search solutions, such as Algolia, for a better user experience.

Search integration, however, is complex. It requires data aggregation from various tables in a relational database into a single record in the search index. This record must be updated whenever any information changes. For this reason, it's best to choose a system that offers complete search integration out of the box.

Adobe Commerce

Commercetools

Salesforce B2C Commerce

SAP Commerce

Scayle

Spryker

Vendure

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Gift Cards

The gift card feature is one of the most complex, and not all shop systems provide it out-of-the-box. Gift cards are unique because they interact with the system in multiple ways:

As a product (without stock) when created and purchased.

As a payment method when used, unlike discounts, which reduce revenue; gift cards are prepaid.

This feature has numerous edge cases, such as applying VAT when purchasing and using the card, handling partial usage, refund calculations for partial returns or cancellations, and managing ownership changes and fraud.

CMS (Content Management System)

Many shop systems claim to be "headless," meaning they don’t assume a specific storefront. However, you may still need a CMS to manage content for homepages, landing pages, category pages, and translate texts for buttons, emails, etc.

Most vendors recommend third-party CMS solutions like Contentful or Storyblok, which are superior to most built-in options but come with extra licensing costs and added complexity.

OMS (Order Management System)

Orders are often exported to ERP systems that handle payments, logistics, and transactional emails. However, some shop systems provide a built-in OMS, which can be ideal for startups without an ERP, offering a standalone solution.

PIM (Product Information Management)

Product data is usually managed in a separate PIM system that exports data to various channels. However, some shop systems include a basic integrated PIM, which may suffice for certain scenarios.

Multi-Store

Multi-store capability allows merchants to manage multiple online storefronts from a single backend system. This is particularly useful for businesses with different brands, regional stores, or specialized product lines. Each store can have its own domain, design, and product selection, while inventory and customer data remain centralized.

Extended B2C functionality

Call Center Support

Some merchants not only sell via their online shops but also receive orders through phone calls. While no shop system offers a fully-blown integrated call center solution, many include features that enable call center agents to place orders on behalf of customers. This functionality is often referred to as "Call Center," "Business on Behalf," "Impersonation," or "Agent Assist," but the core concept remains the same. Agents can navigate the shop system and complete transactions for customers, providing a seamless experience over the phone.

Volume Prices

The price of a product may vary depending on the quantity purchased, a feature commonly seen in B2B scenarios, but it can also apply in B2C environments. This allows merchants to incentivize bulk purchases by offering tiered pricing.

Configurable Products

In some cases, products can be fully customized by the customer before they are manufactured ("Make to Order"). A good example of this is premium bicycles, where millions of combinations are possible based on frame size, colour, components, and more. This feature is highly complex and not supported by many shop systems.

Multi-Warehouse

Multi-warehouse functionality enables merchants to manage inventory across multiple locations. This feature ensures that stock levels are updated in real-time across different warehouses and helps route orders to the closest fulfillment center for faster shipping. For instance, if a customer orders a product from a store with warehouses in Berlin and Paris, the system will automatically select the nearest location to fulfill the order.

Location-Based Inventory

Location-based inventory allows businesses to manage stock levels at specific physical locations, such as local warehouses or retail stores. This feature is needed when fulfilment happens from a location chosen by the customer (e.g., pizza delivery, quick commerce). In contrast to the Multi-Warehouse feature, the stock isn’t summed up.

Multi-Locale

Some countries, like Switzerland or Belgium, have multiple official languages, and offering English as a selectable language is becoming increasingly important in many markets. To support multiple languages, the shop system must include a language switcher that allows customers to change languages without leaving the store.

Multi-Currency

Having multiple currencies in the same store is still relatively uncommon. This feature is typically relevant only for shops operating on an international level, such as those serving the entire EU or global markets. Typically, merchants decide to have localized stores instead.