Salesforce B2B Commerce: 3 Implementation Mistakes And How To Avoid Them

After conducting research, engaging with sales representatives, and exploring multiple free trials, you’ve ultimately chosen Salesforce B2B Commerce. And you’ve chosen well, as Salesforce B2B Commerce stands out for its robust integration capabilities, personalized experiences, scalability, and comprehensive support throughout the entire customer journey. Positioned within the broader Salesforce ecosystem, it enables a more connected and customer-centric approach to B2B commerce.

However, selecting Salesforce B2B Commerce is just the initial step, and there are numerous critical considerations to address for successful implementation – and a number of common pitfalls. This guide is designed to steer you clear of three prevalent mistakes encountered by businesses during the rollout of Salesforce Commerce.

Mistake #1: Overly Relying on Ready-Made Templates for UX Design

When setting up an e-commerce store on Salesforce, one of the first and most crucial decisions you’ll encounter is choosing between utilizing a standard e-commerce template or designing your store from scratch. This decision is predominantly a frontend concern but generally has far-reaching implications across your e-commerce strategy, especially regarding the user experience (UX). 

Before diving into the nuances of this decision, it’s critical to grasp how both templates and custom builds operate during implementation.

Salesforce B2B Commerce TemplatesSalesforce B2B Commerce Custom Builds
DescriptionPre-made blueprints for building specific parts of a B2B commerce website.Custom created parts of a website according to specific needs.
Ready to UseYes, with ready-to-use designs, layouts, and functionalities.No, everything is built from scratch.
CustomizationLimited flexibility for customization. Minor changes like adding logos or changing colors are possible.Complete control over every aspect, offering greater flexibility for unique and personalized experiences.
Implementation SpeedFast, akin to assembling furniture from a kit.Slower, similar to designing and building a custom house.
Control and FlexibilityOffers convenience and speed but with limited customization options.Provides complete control and flexibility, matching brand and business needs perfectly.
Time InvestmentLower, since templates are pre-made and ready to implement.Higher, as everything is custom built requiring more time and resources.

Templates, while quick and convenient, sometimes lack in providing the nuanced UX that companies desire for their customers. Thus, they can lead to user frustration and confusion due to poorly designed interactions, specifically in the following key areas:

Complex Navigation

Standard templates might not offer the intuitive navigation required for a seamless browsing experience. Users could find it difficult to locate specific information or products, which can increase frustration and decrease engagement. Businesses need to assess whether the navigation options provided by templates meet their unique needs. If not, a custom build that supports intricate navigation structures may be essential for achieving your UX objectives.

Catalog Filter System

An effective catalog filter system is crucial for helping users find relevant products quickly. Templates that lack dynamic filtering capabilities can overwhelm users with extensive product listings or make it challenging to find specific items, negatively affecting user satisfaction and conversion rates. It’s important for businesses to evaluate their catalog’s complexity and the level of flexibility needed in filtering options. Opting for a solution that allows for customizable and dynamic filter systems can greatly improve the user experience.

Checkout Process

A cumbersome checkout process can deter customers from completing their purchases, leading to high cart abandonment rates. Users should not be surprised by additional costs like shipping fees or find out about discount codes only at the last step. To mitigate these issues, businesses should focus on creating a streamlined checkout experience that transparently presents all costs upfront and simplifies the purchasing process. While templates often provide a staggered approach to presenting pricing information, customizing the checkout process is usually necessary to avoid customer frustration and enhance satisfaction.

Mistake #2: Neglecting Customer Interactions Across the Customer Journey

Implementing a webshop is step one, but true engagement with customers involves a multi-channel approach, which leverages various touchpoints across the customer journey. And Salesforce Commerce offers a significant advantage in this endeavor.

Because Salesforce Commerce is part of a broader ecosystem that can potentially include Salesforce Sales Cloud, Service Cloud, and Marketing Cloud, among others. This means that all customer data resides in a single database, making it easier to create flows, provide data-based insights, and implement other steps to enhance the customer experience. 

To access the technology’s full potential, there are a few simple steps you’ll need to take: 

  1. Leverage the Salesforce Ecosystem: Integrate Salesforce Commerce with Sales Cloud, Service Cloud, and Marketing Cloud to utilize centralized data and analytics. With combined data from all these sources, you gain a 360-degree view of the customer journey.
  2. Map the Customer Journey: Create a visual map of the customer journey across all channels including website visits, social media engagement, email communication, mobile app usage and in-person interactions. To further deepen your understanding you can also gather feedback through surveys or engage in direct conversations with customers.
  3. Engage Across Channels: Implement strategies to engage customers at each identified touchpoint. Integrated analytics can serve as feedback mechanisms, guiding more informed strategic decisions over time. 

By utilizing Salesforce Commerce as part of a larger solution, you can create a more connected and insightful customer experience. Don’t miss out on this opportunity – because personalized engagement drives satisfaction and loyalty.

Mistake #3: Underestimating the Importance of Post-Purchase Customer Service

After carefully crafting your webshop with outstanding user experience (UX) and engaging your customers at various touchpoints, you might think your job is done. However, a crucial aspect that many businesses overlook is the post-purchase experience. Focusing solely on converting sales without considering the customer service needs that arise afterward is a missed opportunity for enhancing customer loyalty and satisfaction.

The journey doesn’t end at checkout. Post-purchase, customers often seek support for a range of issues – from basic inquiries about their order to more complex service requests like returns or repairs. It’s essential to provide them with a clear and accessible platform where they can easily find answers or get in touch with customer service.

Here’s how you can elevate your customer service using Salesforce Commerce:

  1. Clear Customer Support Overview: Ensure your webshop includes a dedicated section for customer support where users can easily navigate to ask questions, file complaints, or request product returns/repairs. This transparency and ease of access are crucial for building trust and loyalty.
  2. Leverage Salesforce Knowledge: Utilize the combination of Commerce and Sales Cloud data to differentiate between query complexities. Simple questions can be resolved through an easily accessible FAQ section, while more intricate issues can be routed to the most qualified agent. This not only enhances efficiency but also ensures that customers receive the most accurate and helpful responses.
  3. Personalized Customer Portals: Create a personalized page that customers can access post-login. This portal can serve as a one-stop shop for all their order-related information, including the status of current orders, a history of past purchases, and a direct line to customer support. 
  4. Proactive Communication: Consider customer service as starting the moment an order is placed. Proactively keep your customers informed about their order status and delivery updates. Providing a clear overview of expected resolution times for any inquiries or issues can significantly enhance the customer experience. 

By implementing these strategies, you not only address the immediate needs of your customers post-purchase but also lay the groundwork for long-term loyalty. Salesforce Commerce, when utilized as part of an integrated Salesforce ecosystem, provides the tools necessary to deliver an exceptional customer service experience. Remember, the goal is to ensure customers not only return for future purchases but also become advocates for your brand due to the positive experiences they’ve had.


Each of these common mistakes—overly relying on ready-made templates, neglecting the power of integration within the Salesforce ecosystem, and underestimating the importance of post-purchase customer service—can undermine your efforts if not carefully navigated. By addressing these pitfalls head-on, you can fully leverage Salesforce B2B Commerce to achieve a comprehensive, customer-centric digital commerce strategy.