Executive Q&A: Sana Commerce on the demand for its “Customer Experience Release”

At nine years old, Sana Commerce is a relatively young company, but has endeavored to keep pace with a major release every year. The company has dubbed its just-announced Sana Commerce 9.2 the "Customer Experience Release."

Sana is operating on the conventional wisdom that customers, consumers in particular, are moving away from price as a sole differentiator. They demand a superior buying experience as well (and squawk loudly on social media when they don't get it). Just a few of the major new capabilities in Sana Commerce 9.2, which benefit the buyer as well as the seller, include guest checkout, returns, online bill pay, and a product feed export for use on shopping engines and marketplaces.

Sana Commerce CEO Michiel Schipperus believes a single stack integration of ERP and ecommerce is essential to superior customer experience. He sat down with MSDynamicsWorld.com to discuss the company's vision for commerce, customer experience, and digital transformation.

MSDynamicsWorld: You're calling this version, which was released on April 26, the Customer Experience release. Can you explain?

Michiel Schipperus: We're working to put more tools in the hands of the end users. We want to help our customers differentiate themselves by giving their customers the tools they need to quickly place orders, return items, and pay invoices online - even those not related to online orders.

We talk to our customers regularly, and some are very advanced, having done ecommerce for 10 years or more. We listen very carefully to the things they care about. They told us this is the next ...