COMPARISON
Flexible commerce models. Proven ERP integrations. Real B2B workflows that are ready to go.
More manufacturers and distributors choose Optimizely over Shopify and BigCommerce for a reason: We were built for B2B. From the very beginning.
Forrester Wave: Commerce Solutions for B2B (2024)
A leader
Don’t settle for B2C platforms posing as B2B solutions. Enterprises need tools built for complex pricing, ERP integration, and long-term buyer relationships.
Shopify and BigCommerce lack the depth required for true B2B commerce.
Optimizely is purpose-built for manufacturers and distributors—flexible, powerful, and trusted by enterprise B2B teams making the switch.
Optimizely doesn’t just check some of the B2B boxes — it redefines how manufacturers and distributors grow through digital commerce. From multi-site management to embedded experimentation, Optimizely gives you the tools to adapt fast, optimize continuously, and deliver the strongest buying experiences without costly plugins or custom builds. All in one composable, scalable platform.
|
Optimizely |
Shopify |
BigCommerce | |
|---|---|---|---|
|
Target Market | Built for B2B (manufacturers & distributors), with some B2B2C |
Primarily B2C, with limited B2B features requiring Shopify Plus. | B2C-focused but expanding B2B capabilities, targeting mid-market brands. |
|
Architecture | SaaS, headless, and composable, allowing deep integrations and flexibility. |
SaaS and monolithic, with limited flexibility outside of Shopify Plus. | SaaS with headless options, offering more flexibility than Shopify but less than Optimizely |
|
Customization |
Highly extensible with API-first, headless, and composable architecture. Supports deep B2B customization, complex workflows, ERP integrations, and fully tailored checkout experiences. |
Limited backend flexibility; most customizations require third-party apps. Checkout customization is restricted to Shopify Plus, with API rate limits impacting high-volume B2B operations. Businesses with highly B2B-specific requirements may encounter limitations with storefront functionality. | More API flexibility than Shopify, including custom checkout and ERP integrations, but lacks Optimizely’s deep B2B extensibility and backend customization. Weak in customer account and contract entitlements that don't yet fully support complex customer organization hierarchies. |
|
ERP & Backend Integration |
Deep native integrations with major ERP, CRM, and PIM systems, eliminating middleware needs. |
Requires third-party apps or middleware for most ERP integrations, with API rate limits. | Supports ERP integrations better than Shopify but often requires middleware for complex setups. Customers often state, “They want to see improved checkout options and integrations.” (SOURCE) |
|
Product Catalog Management |
Advanced PIM capabilities, supporting large catalogs, multi-site, and complex B2B relationships. |
Basic catalog management with limited multi-store support and no built-in PIM. This is a problem for B2B businesses with large and intricate catalogs (complex attributes and variations) | Supports large catalogs and multi-storefront but lacks full PIM capabilities. |
|
Pricing & Discounts | Advanced customer-specific pricing, contract pricing, and dynamic promotions. | Basic discounting; B2B price lists and wholesale pricing require Shopify Plus. | Supports tiered pricing and B2B-specific discounts but lacks Optimizely’s depth. |
|
Checkout Experience |
Fully customizable checkout with multi-step, one-page, quote-based, and requisition workflows. | Locked checkout unless on Shopify Plus, with limited B2B-specific functionality such as purchase order options or the ability to manage multiple sub-accounts. | More flexible than Shopify, with some checkout customization and B2B-friendly features. |
|
Personalization & AI |
AI-driven product recommendations, segmentation, and customer-specific catalogs. | Basic personalization requires apps, with limited built-in AI capabilities. | Offers some AI-powered personalization but lacks Optimizely’s deep B2B targeting. |
|
B2B Order Workflows |
Robust B2B workflows, including quoting, requisitions, approvals, and vendor-managed inventory. | Minimal native B2B workflows, requiring apps for quoting and approvals. | Supports B2B orders better than Shopify, but lacks complex workflows like Optimizely. BigCommerce scored “below par” in the B2B Commerce Wave — missing configurable workflow and collaboration tools, low-code flows, and a visual representation of state machine and pro-code state transitions |
|
Sales Rep & Self-Service |
Built-in sales rep tools, self-service portals, and 1:1 customer support functionality. | No native sales rep tools to manage accounts and orders; self-service options require third-party apps. | Some sales rep and self-service functionality but not as deeply integrated as Optimizely. |
|
Multi-Site, Multi-Region |
Native multi-site, multi-region, and multi-language support with regional pricing. | Requires separate Shopify instances for multiple regions, making management complex. | Supports multi-storefronts but with fewer regional pricing controls than Optimizely. |
|
Analytics & Reporting | B2B-specific analytics, advanced insights, and customer behavior tracking. | Basic reporting; advanced analytics require additional apps. | More advanced than Shopify but lacks Optimizely’s depth in B2B insights. |
Total Cost of Ownership | Higher upfront cost but reduces long-term costs with built-in B2B functionality. | Lower initial cost, but B2B features require costly third-party apps and Shopify Plus. | Mid-tier pricing; more affordable than Optimizely but requires add-ons for full B2B capabilities. As a MACH Alliance member, customers may face higher complexity and cost managing multiple vendor contracts compared to a single, trusted partner model. |
| Best for | Upper mid-market and Enterprise organizations needing deep B2B functionality | Small-to-medium DTC brands looking for an easy-to-use platform, but marketing as an enterprise grade solution. | Mid-sized businesses needing more B2B flexibility than Shopify but without enterprise complexity |
Native support for contract pricing, quick order forms, vendor-managed inventory, and punch-out catalogs.
Deep integration with your tech stack, not just a marketplace of plugins
Multi-site management, tiered workflows, self-service portals, and complex approval chains— ready from day one.
Optimizely customers see up to 336% YoY revenue growth, 62% more transactions, and 88% higher self-service adoption.
But don’t just take our word for it — check out what they’ve got to say.
Don Polletta
Vice President, Sales & Marketing, Torrington Supply Company (Torrco)
Karmen Wilhelm
Vice President of Marketing, Van Meter
Kevin Gustin
Director of Marketing, Mayer
Optimizely consistently outperforms AEM on major review platforms, boasting an 8.7/10 score on Trustradius vs. AEM's 7.9/10.
Ready to experience a true B2B commerce platform? Let us show you: