In the B2B eCommerce space, companies often struggle with inefficient data operations that lead to missed sales, overstocked inventory, inconsistent product details, and a host of other problems.  

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The solution? Effective eCommerce B2B data management. By leveraging data, businesses can make smarter decisions, optimize their processes, and enhance the customer experience. 

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In this article, we teach you how to use intelligent eCommerce data management to overcome common data challenges and thrive in a competitive marketplace. 

Short on time? Here are the key takeaways

• ECommerce data management refers to the activities involved in collecting, organizing, and using data generated from your customer interactions, website performance, and other eCommerce activities. 
• The two major types of eCommerce data are product data (product names, pricing, materials, stock levels, etc.) and customer data (purchase history, name, demographics, email engagement, etc.).
• To succeed in eCommerce data management, use centralized data management software, maintain strict data security and compliance, perform regular data analysis, and create and test data backup and recovery plans. 

What is eCommerce data management? 

ECommerce data management is the ongoing process of handling the vast amounts of information your eCommerce operations generate. 

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It involves collecting, organizing, analyzing, and securing data from various sources, such as customer interactions, sales transactions, inventory levels, and website traffic.

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The goal of eCommerce data management is to turn your data into actionable insights that can drive intelligent business decisions. For example, analyzing customer purchase history can help you predict future buying trends or identify opportunities for personalized marketing.

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A key component of eCommerce data management is maintaining accurate product information. This includes details such as prices, descriptions, images, and stock levels across all sales channels. Keeping this data consistent and up-to-date is crucial for a smooth customer experience.

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Another crucial aspect is customer data management. This involves securely storing personal information, tracking customer preferences, and managing loyalty programs. Proper handling of this data is essential for building customer relationships and complying with privacy regulations.

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Lastly, effective data management also supports inventory control, helping you avoid stockouts or overstocking. It can also provide insights into supply chain efficiency and help optimize shipping and fulfillment processes.

The different types of eCommerce data management

There are two major types of data management eCommerce professionals need to understand: customer data management and product data management. Let’s break them down and cover the main data points you will want to collect for each.

Customer data management (CDM)

Customer data management in eCommerce involves collecting, organizing, and analyzing information about customers to improve their shopping experience and drive business growth. It is about understanding customer behavior, preferences, and needs to personalize marketing efforts and enhance customer service.

Common customer data points for eCommerce businesses include:

• Name and contact information
• Purchase history
• Browse and search history
• Wishlist items
• Product reviews and ratings
• Email engagement (opens and clicks)
• Payment preferences
• Return history
• Customer support interactions
• Demographic information (age, gender, and location)
• Device and browser information
• Referral source

Product data management 

ECommerce product data management involves organizing, maintaining, and optimizing information about items for sale. To boost sales and reduce returns, you must present accurate, consistent product details across all sales channels, improve search functionality, and enhance the overall customer experience. 

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As for inventory management, data points such as stock levels help you avoid stockouts and overstocking. Other key product data points for eCommerce businesses include:

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• SKU (stock-keeping unit)
• Product name and description
• Price
• Images and videos
• Category and subcategory
• Brand
• Size and color options
• Weight and dimensions
• Stock levels
• Related or complementary products

4 best practices for eCommerce data management

Below are some techniques you can use to maximize the power of your eCommerce data. 

Implement a centralized data management system

A centralized system acts as a single source of truth for all your eCommerce data. This could be a product information management (PIM) system for product data, a customer relationship management (CRM) system for customer data, or or a comprehensive eCommerce solution (such as DJUST).

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Centralizing data ensures consistency across all sales channels, from your eCommerce website to marketplaces and social media platforms. 

Here is how to centralize your eCommerce data effectively:

• Choose the right platform. Select a system that integrates well with your existing tools, as B2B data integration allows for seamless flow of customer and product information across your tech stack and sales channels. Also, find a tool that prioritizes eCommerce scalability and performance. This way, it can handle increasing customer demands, ensure quick data retrieval, and maintain seamless user experiences as your business grows.

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• Plan your data structure. Define how you will organize product, customer, and order data within the system so you can easily retrieve it. For example, you could assign each product a unique Product ID, Product Name, and Product Category. 
• Migrate existing data. Carefully transfer eCommerce data from current systems, ensuring accuracy and completeness. With the right partner, eCommerce integration is easy. For example, with DJUST, you can create an eCommerce ERP integration in just a few clicks. 
• Train your team. Educate staff on using the new system to maintain data consistency. You can do this by signing them up for online courses, hosting educational webinars, or sending them video tutorials and educational documents provided by your vendor.  
• Establish data governance. Create policies for data entry, updates, and access control. For instance, customer service representatives might only be allowed to access customer order information, while data analysts and administrators have access to full sales data and personal details. This minimizes data exposure and enhances security.
• Integrate across channels. Connect the system with all your sales channels for real-time data synchronization. Also, consider connecting your platform to B2B data enrichment tools to automatically refresh customer data. 
• Conduct regular audits: Schedule periodic data quality and ERP maintenance checks — such as once every month — to maintain system integrity. 

How DJUST helps B2B eCommerce brands centralize data

A unified B2B eCommerce solution, DJUST makes it easy to integrate data from various systems into one platform, allowing for seamless data transfer between them. 

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For example, when you change the price of a product in your online store, it will automatically update across all your sales channels: distributors, online marketplaces, small retailers, etc. This gives customers and logistics partners all the information they need. 

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At the same time, you gain a unified view of your customers, products, and eCommerce operations — thus unlocking the power to make data-driven decisions. 

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Prioritize data security and compliance

According to the Identity Theft Resource Center, the number of reported data breaches in the US reached a record high of 3,205 in 2023. In reaction to this, government agencies are becoming increasingly strict about data protection laws and regulations. 

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Consequently, data security is more vital to your eCommerce business’s success than ever. One misstep could lead to significant fines, customer churn, and a damaged reputation.

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Here are some best practices for ensuring data security and compliance: 

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• Use encryption tactics for sensitive data, both in transit and at rest. An example of encryption in eCommerce is Transport Layer Security (TLS) protocols, which secure data transmission between customers’ browsers and the eCommerce website. This ensures sensitive information (such as credit card numbers, login credentials, and personal details) is protected from unauthorized access during online transactions.
• Implement multi-factor authentication for access to your systems. For instance, whenever a buyer signs into their account with your brand, your system could send a four-digit code to their email address, which they have to submit to access their account. 
• Stay informed about data protection laws. In particular, brush up on those relevant to your business and customer base, such as the General Data Protection Regulation (GDPR) for European customers or the California Consumer Privacy Act (CCPA) for Californians. This ensures you are using compliant B2B data. 
• Conduct security audits at least once a year. During these audits, systematically review and test the security measures in place — such as access controls, encryption methods, and vulnerability assessments — to identify and address potential weaknesses in the system.

Engage in regular data analysis

By analyzing your eCommerce data, you can spot industry trends, predict demand, and identify ways to improve the customer experience and your eCommerce operations. 

Amazon is a great example of a company that uses data analysis in various ways. For example, the eCommerce giant uses real-time data analytics to adjust prices dynamically based on factors such as demand, competitor pricing, and inventory levels. Amazon might increase the price of popular items and lower the price of overstocked items to clear them out.

Here are actionable steps for using eCommerce analytics effectively: 

• Set up web analytics tools. Use tools like Google Analytics, Adobe Analytics, or similar platforms to track customer interactions, traffic sources, and user behavior across your website.
• Track key performance indicators (KPIs). Identify and monitor KPIs such as conversion rates, average order value, customer acquisition cost, and bounce rates to measure the effectiveness of your marketing and sales strategies. 
• Conduct regular data analysis. Schedule regular reviews of analytics data — such as once per month — to identify trends, patterns, and anomalies. You can then use these insights to make informed decisions about marketing campaigns, product offerings, and more.
• A/B test website elements. Use A/B testing — where you test two different versions of the same website element and find a winner — to experiment with different website layouts, product descriptions, and checkout processes. Analyze the data to determine which versions lead to higher engagement and sales.
• Make predictions. With predictive analytics, eCommerce businesses can use historical sales and product data to predict the future. For example, if an analytics model predicts an increase in demand for certain office chairs, the distributor can proactively increase inventory levels for that product.

Expert advice: To make analysis easier, invest in a unified B2B eCommerce platform like DJUST that centralizes data and provides easy-to-use reporting tools to analyze it. 

Implement regular data backup and recovery processes

Data loss can be catastrophic for an eCommerce business’s operations.

For example, a cyberattack could wipe out a company’s customer database. Without access to customer information — such as order history, payment details, and shipping addresses — the business would be unable to process orders, fulfill deliveries, or provide customer support.

That is why it is crucial to implement a tested data backup strategy. Here are some tips for doing so: 

• Store backups in multiple locations, including off-site or cloud storage, for added security. 
• Develop and regularly test a disaster recovery plan that outlines steps to quickly restore operations in case of data loss. This should include procedures for different scenarios, from minor data corruption to major system failures. 
• Regularly review and update your backup and recovery processes to ensure they keep pace with your growing business needs.

Expert advice: In addition to backing up files, regularly perform test restores of your backup data. This ensures that your backups are not only complete and up-to-date but also fully functional and compatible with your systems — reducing the risk of downtime or data loss during a real disaster recovery scenario.

3 challenges in eCommerce data management

The three biggest challenges eCommerce businesses face when trying to implement data management best practices include data silos, data security issues, and poor scalability. 

Data silos and fragmentation

Managing data across multiple systems (e.g., separate platforms for inventory, sales, and customer service) can lead to inconsistent and fragmented information. 

For example, an inventory management system could show a product in stock while the sales platform mistakenly lists it as out of stock, leading to missed sales opportunities and customer dissatisfaction.

A B2B eCommerce platform like DJUST can help you overcome this by consolidating data into a single place. This ensures consistency, improves data accuracy, and makes analyzing and reporting on all business aspects easier.

Data security and compliance 

ECommerce businesses must protect sensitive customer information and comply with data protection regulations such as the GDPR and the Payment Card Industry Data Security Standard (PCI DSS). This can be quite a headache, as regulations are often changing. 

Fortunately, B2B eCommerce platforms typically include built-in security features such as encryption, access controls, and automated compliance tools, helping businesses safeguard data and maintain compliance with regulatory standards.

Poor scalability and performance

As eCommerce businesses grow, managing increasing amounts of data can strain systems, leading to slow performance and operational bottlenecks. 

Even small hiccups, such as delays in order processing or website loading times, may result in lost sales and damage to the company's formerly pristine reputation. 

The solution to this problem? A scalable system like DJUST, designed to scale seamlessly with business growth. Its headless SaaS infrastructure can handle large volumes of transactions and interactions without compromising speed or reliability.

Expert advice: To effectively overcome data management challenges, implement data minimization strategies — i.e., collecting and retaining only the data that is absolutely necessary for your business operations. 

The bottom line

ECommerce data management is the process of organizing product and customer data and leveraging it to enhance your eCommerce channels, improve customer experiences, and, ultimately, increase sales. 

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To succeed in eCommerce data management, businesses need to implement a centralized data management system, prioritize data security, perform ongoing data analysis, and create data backup and recovery processes to avoid data loss. 

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That can be a lot to manage on your own. Fortunately, solutions such as DJUST automate the hard work of data security, integration, and analysis, so you can focus on growing your business without worrying about inefficient data processes holding you back. 

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