This week, PROS (AI-powered pricing and CPQ specialists) and Commerce (formerly BigCommerce) announced a strategic partnership to merge automated pricing and quoting into a seamless ecommerce experience. The implications for B2B sellers with complex catalogs and pricing needs are profound.
- Why It Matters
For too long in B2B ecommerce, there’s been a gap between checkout platforms and enterprise pricing systems. Buyers demand real-time quotes, dynamic pricing, and seamless self-service. This partnership melts away silos, offering capabilities previously reserved for direct sales teams.
- What the Integration Delivers
- Real-Time Pricing & CPQpowered by AI, embedded directly into ecommerce checkouts.
- Accurate, transparent offerswith configurable products and discounts.
- Faster, fewer-error transactionsfor global catalogs and high-volume orders.
- Impact on B2B Operations
In verticals like manufacturing or distribution, this enables customers to self-serve quotes and orders—without manual review. Sales teams can then focus on strategic accounts, not routine pricing calls. Brands also benefit from reduced delays and better margin control.
- Adoption Strategies for Marketers
- Rethink site architecture to turn CPQ into commerce-native features
- Use AI insights to manage promotions and optimize conversion rates
- Train sales and ops teams on how digital pricing decisions are surfaced and approved
- Implementation Considerations
Accuracy is critical—product data and pricing rules must be meticulously maintained. Engineers need APIs for tax, compliance, and fulfillment integration. And user experience must balance power and simplicity—buyers shouldn’t need training to configure large orders.
