Observed Signal · Dec 17, 2025 · Other · Source: CMSWire · Impact: 1/5 · Sentiment: Neutral
B2B Commerce Constraints: Execution Exposes Hidden Complexity
This editorial by Bryan Cheung, CMO of Liferay, examines why many B2B commerce projects fail during execution despite strong initial vision. The article argues that hidden complexity—such as negotiated pricing, multi-market catalogs, inconsistent data, rigid workflows, and retrofitted integrations—causes buyers to revert to manual processes like email and spreadsheets. It highlights that two-thirds of B2B companies report poor product or customer data limits their ability to build effective digital experiences. The piece offers design principles for success, including detailed workflow analysis, data readiness, modular catalogs, flexible buying workflows, and integration-first architecture. The tone is analytical and prescriptive, targeting B2B commerce teams seeking to bridge the gap between platform capabilities and real-world operational reality.
Editorial analysis of B2B commerce constraints, relevant to e-commerce but not a significant industry news event.
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Key Takeaways & Evidence Grounding
- Two-thirds of B2B companies report that poor product or customer data limits their ability to build effective digital experiences.
- B2B commerce projects often fail during execution due to hidden complexity in pricing, contracts, data, and workflows.
- Teams revert to manual processes like email and spreadsheets when digital platforms cannot handle exceptions.
- Design principles for success include workflow analysis, data readiness, modular catalogs, flexible buying workflows, and integration-first architecture.
Connected Companies & Entities
1 Entity mapped“Bryan Cheung, co-founder of Liferay and its current CMO, authored the article....”
Ontology Mapping & Concepts
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