The Case for Fully Integrated Punchout Products in B2B Commerce Platforms: A Short Research-Based Analysis

By Søren Handlos

In the realm of B2B commerce, digital sales channels have become pivotal for sustaining competitive advantage and meeting evolving customer expectations. This short article delves into the significance of choosing a fully integrated punchout product over bespoke or third-party solutions for manufacturers, wholesalers, and distributors.

Research findings in brief:

  1. Strategic Asset of Digital Sales Channels: Research indicates that B2B companies increasingly view digital sales channels as strategic assets. These channels not only facilitate customer retention but also streamline order flows and elevate the overall purchasing experience. For instance, a study by McKinsey & Company found that B2B companies with robust digital sales channels outperform their peers in terms of revenue growth and customer satisfaction [1].
  2. Independence and Flexibility: Bespoke solutions, although offering customization, often lead to dependency on specific digital agencies or developers. This limits independence and flexibility, especially during replatforming endeavors where business continuity risks are elevated.  According to a survey conducted by Forrester, 68% of B2B companies cite flexibility and scalability as key factors when selecting a commerce platform [2].
  3. Control Over Business Data: Third-party solutions, while seemingly convenient, pose a risk of relinquishing control over crucial business knowledge and customer information. Research by Gartner indicates that 45% of B2B companies express concerns regarding data security and ownership when utilizing external digital ordering solutions [3].


Based on the research findings, manufacturers, wholesalers, and distributors are advised to prioritize fully integrated punchout products for their commerce platforms. These solutions offer seamless integration, ensuring independence from external agencies and retaining ownership of critical business data. By leveraging fully integrated punchout products, B2B companies can future-proof their digital strategies and deliver exceptional customer experiences.

In conclusion, the research underscores the importance of informed decision-making when it comes to selecting digital ordering solutions in B2B commerce. By opting for fully integrated punchout products, manufacturers, wholesalers, and distributors can maintain control over their digital sales channels, driving long-term success and competitive advantage in the dynamic business landscape.

Interested in learning how Shopspray Punchout natively fits into your existing or new commerce platform? Feel free and reach out to us here.


  1. McKinsey & Company. “The Power of B2B Digital Channels: McKinsey Global Survey Results.”
  2. Forrester. “The Forrester Wave™: B2B Commerce Suites, Q2 2021.”
  3. Gartner. “The Future of Commerce: Five Key Trends for B2B Brands.”