2022: How eCommerce is Changing, and How to Adapt

  • Custom Pricing for Custom Experiences
  • Increase Speed to Beat Impatience
  • Live Chat Increases Consumer Happiness 

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What’s Changed? – Unintentional Experts on Proper Digital Experiences


In recent years life has increasingly moved towards digital. Looking at B2C eCommerce, consumers are accustomed to a curated digital experience, such as Amazon, Apple etc. and Now due to quarantine, many consumers are now experts in what a proper digital experience consists of. Fundamentally, B2B organizations are made up of consumers, so the B2B market is no exception to the need for first-class digital experiences. 

According to McKinsey’s research, B2B companies see digital interactions as two to three times more important to their customers than traditional sales interactions, and so do your customers.  For example, McKinsey also found that roughly 75% of your customers prefer to engage with your team indirectly with live chat systems coming in as the most preferred channel to engage your team.  

This is one of many examples that indicates yet another shift in the market, and these trends are only picking up pace.  Continuing our series on the most impactful functionality every eCommerce organization should consider, we are back to further outline the key functionality that will keep your customers coming back. 

Digital Communication Is the New Industry Standard
McKinsey & Company

Custom Pricing for Custom Experiences 

Price is something to never get wrong.  When a purchaser feels a sense of insecurity about pricing, the mountain you must climb to rebuild that trust is no small feat. So, it is essential that if you are offering multi-tiered, or customer-specific pricing, you can identify who the person logging in is, determine their account is in good standing, and then show them their specific pricing.  This can be accomplished through an integration to your pricing table, or an eCommerce platform that can handle robust attribution to identify your customers with unique pricing.

Adapting to Industry Needs

Speed is Key 

The reality of business in 2022 is that everyone has less time than 10 years ago.  Through constant innovation to the technology that supports business, comes faster and more simplified ways to find, purchase and re-order the products that you are selling. According to McKinsey, decision-makers selected the length of the ordering process as one of their top-three most frustrating issues, so it is of utmost importance that the checkout process, product search and reordering are streamlined, and efficient. 

Create an Adaptable Solution

Chat Delivers on Top 3 Values 

At Clarity, we don’t want to make suggestions unless we have the data to back it up.  While McKinsey does note an increase in the quality of new leads through chat channels, we set out to test their assumptions.  Over the last year since implementing our new live chat system, we have observed a 4x improvement in the quality and conversion rate as compared with our inbound request for quotes.  This is due to leads being toward the bottom of the sales funnel, but not yet ready to convert. By offering live support to answer questions, we provide the opportunity for a lead to feel confident in sharing their contact information, and in turn willing to convert to the next steps within the process. 

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How Does Clarity
Address These Changes?

Clarity eCommerce Framework (CEF) is our solution for businesses that are looking for a customizable platform that fits their needs. Clarity eCommerce was built as a modular platform, rather than an off-the-shelf product which allows us to select which modules our clients need. Our multi-tiered pricing is our solution for eCommerce sites that includes retail, wholesale, distribution, and more. Multi-tiered pricing means you can assign tiers or price points, which will be assigned a price discount or uplift per product.

The best developers will respond to your needs, incorporate your suggestions, train your staff and create customized solutions to meet your business goals, marketing needs and ability to integrate detailed analytics and user insight. Clarity has been building eCommerce integration solutions for over 14 years. Give Clarity a call and schedule a demo to see how we can help you improve your customer satisfaction, while improving profit margins.

Clarity Services

Clarity eCommerce Integration Design


Clarity has delivered design, branding, advertising collateral for thousands of eCommerce integrations and custom web development projects.

Clarity eCommerce Integration


Unified eCommerce automation with CRM and ERP systems including Dynamics CRM, Epicor, Infor, Sage, Syspro and many more.

Clarity eCommerce Integration Development


As a certified Microsoft, Sage X3, & Sage 100 Partner, Clarity develops powerful integrated eCommerce solutions that perform, no matter the requirements.

Clarity eCommerce International Integration


Clarity eCommerce™ is specifically designed from the ground up for International, Multi-Lingual, Multi-Currency, and Multi-Vendor capabilities.

Clarity eCommerce Marketplace Solution

Powerful Partnerships. Advanced Capabilities.

Leveraging powerful APIs and continual partnership based integrations to the platform, Clarity eCommerce delivers a consistently growing set of capabilities your business can take advantage of.


The big plus is they have a very skilled team of developers. They have a broad set of offerings, whether it’s backend development, user interface, finance, and creative design... Their pricing is also extremely competitive, especially considering the quality of their custom development work.

Dana Kolflat, LDR Medical, Directing of Marketing
Clarity eCommerce Marketplace Testimonial

Clarity eCommerce™ Resources

We’ve carefully constructed our eCommerce connector with growth in mind. Built on a flexible foundation with the most agile frameworks, Clarity eCommerce™ is made to last as long as your business and grow with it. See below for demos showcasing specific capabilities of the platform, resources and detailed case studies and reference materials.

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