A “seamless experience” in B2B ecommerce goes far beyond a quick checkout. The portal is more than just a store for business clients; it’s an essential business tool where identity management, procurement, and post-purchase support must come together.
We recently finished a project on the Adobe Commerce platform that connected enterprise service management, corporate identity, and commerce for our client Converge. We created a single “Business Operations Hub” by combining ServiceNow and SSO.
The challenge: fragmented B2B workflows
Data silos were a common enterprise challenge for our client. In order to handle service requests or hardware problems, customers had to go to a different support portal after logging into the commerce store to make purchases. The requirement for distinct credentials exacerbated this friction, leading to “password fatigue” and increased security risks.
The combined goal of all parties was simple: One login, one interface, one source of truth.
Seamless access with SSO
The cornerstone of any B2B relationship is security. Converge removed the barrier to entry for the client’s users by implementing Azure Active Directory (Microsoft Entra ID) Single Sign-On (SSO).
One-Click Access: Users’ current corporate credentials are automatically used to authenticate them.
Centralised Governance: Azure instantly manages a user’s access to the commerce portal when they join or depart a company, which lessens the administrative load on our client.
The Technical Advantage: To guarantee a safe, “handshake”-style authentication between Adobe Commerce, a and the Azure environment, we used the OpenID Connect (OIDC) protocol.
Turning support into a self-service powerhouse
The deep integration of ServiceNow straight into the Adobe Commerce platform was the development’s high point. Instead of sending customers to an external URL, we used a messenger service to integrate ServiceNow’s capabilities into the shopfront user interface.
The images below show the ServiceNow interface on desktop and mobile on Converge’s Adobe Commerce online store.
Key features of the integration:
- Real-time ticket tracking: real-time updates on the status of users’ ServiceNow incidents are available through their account dashboard.
- In-portal ticket creation: Using Adobe Commerce as the front end, users can record new service requests that instantly sync to the client’s ServiceNow instance.
Contextual data mapping: In order to give support agents complete context regarding the user’s order history and account status, we mapped Adobe Commerce customer data to ServiceNow records.
The engineering behind the scenes
The Fluid Commerce team employed a straightforward strategy to guarantee that site performance was unaffected. We made it possible for the store to interact asynchronously with ServiceNow’s REST APIs by utilising Adobe Commerce’s integration framework. A responsive, contemporary user experience is ensured by the instantaneous loading of data and the appearance of support data.
Achieving a frictionless ecosystem
By unifying these systems, we provided our client and their customers with a significant competitive advantage:
Decreased support overhead: self-service ticket tracking cuts down on phone calls asking, “Where is my update?”
Increased user adoption: customers use a portal more frequently when it is convenient to visit (ServiceNow) and simple to access (SSO).
Enterprise-grade security: Transferring authentication to Azure guarantees the best possible data security.
Collaboration
Fluid Commerce worked alongside the team at Converge and their ServiceNow partner, Konversational.
Konversational is a global team of ServiceNow Elite experts with deep specialisation in AI. Their unique focus on Customer Workflows and industry-specific solutions sets them apart within the ServiceNow partner ecosystem. They partner with some of the world’s largest organisations to reimagine customer service, scale smarter, and deliver lasting change through intelligent workflows and ongoing support.
Is your B2B portal working hard enough?
Although Adobe Commerce and Magento Open Source are incredibly flexible, their full potential is revealed when they communicate with the rest of your tech stack. We are experts at facilitating those discussions, whether they are about ERP, CRM, or service management. Find out more about our Adobe Commerce development service here, for Magento visit this page, or if you are ready to talk now contact us here.
