American Orthodontics Launches B2B eCommerce Site

Orthodontic product manufacturer American Orthodontics has launched a B2B eCommerce site designed to simplify and streamline the buying experiences for both its sales force and its customers who order direct.

Developed and deployed in collaboration with modern commerce firm Avensia, the site aims to consolidate processes into one system, Avensia said Wednesday (Oct. 26) in a press release.

The site was built to help serve a global market, handle complex and configurable products, adhere to stringent compliance requirements, increase efficiency and automation, and drive revenue, according to the release.

“We are selling complex products to demanding customers, and we need to ensure that the right product is ordered for the right purpose, without having to review every order,” American Orthodontics Business Operations Manager Peter Drozda said in the release.

The new site helps sales and customer service representatives onboard new customers and supports everything from finding and configuring the right product to payment and delivery — whether the customer is being served from the eCommerce site, punch-out or electronic data interchange (EDI), Drozda said.

“Consolidating multiple [enterprise resource planning systems (ERP) and eCommerce] solutions into one system, serving over 100 markets, requires a highly talented joint team, strong leadership, tough prioritizations, and a deep understanding of American Orthodontics’ business and goals and the technology capabilities,” Johan Liljeros, Avensia’s general manager and senior commerce advisor for North America, said in the release.

PYMNTS research has found that the rise of eCommerce has led customers to develop high expectations for simple, transparent, secure digital payment experiences.

Read more: Personalized Payment Experiences Pave Way for Streamlined B2B eCommerce

B2B eCommerce is enjoying a similar rise, driven in part by the digitally savvy millennials who are moving into managerial positions with purchasing authority. Comfortable with digital payment and self-service capabilities, these buyers have more or less abandoned traditional modes of purchasing goods, according to “The New Singularity,” a PYMNTS and USEND collaboration.