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Enterprise commerce platform CloudCraze has partnered with Adobe (News - Alert) and Deloitte Digital to develop better B2B platforms for their joint customers.

The solution will make use of Adobe Experience Manager to build Web, social and mobile apps as well as social communities, video and other customer channels.

The move comes as more B2B customers expect the experience of buying goods and services to be as slick and easy as ordering from Amazon.

“The consumerization of the B2B industry is here,” said Ray Grady, executive vice president of CloudCraze. “We’ve reached a point in the evolution of commerce where buyers are expecting a B2C experience in the B2B environment; they want access to product reviews, rich content, and side-by-side comparisons of products as they shop. Brands are looking to agile, SaaS (News - Alert) platforms to provide the customer-centric experience that the industry demands.”

Customer support on the consumer side has changed rapidly in the past few years. Consumers have a lot more choices for support these days: phone calls, emails, social media, web chats, even text messages. Even the traditional phone call has been made more convenient for the customer. More call centers are implementing call back features so customers don’t have to wait on hold.

CloudCraze’s approach to improving B2B customer support is to take existing components and unify them to create a compelling interface. CloudCraze itself is based on Salesforce, a widely used CRM system that has already proved the value of hosted applications in the enterprise.

In addition to Adobe Experience Manager, the CloudCraze also integrates Deloitte (News - Alert) Digital’s MarketMix, which uses industry-specific tools to allow marketers to use Adobe Marketing Cloud effectively and quickly.

“Deloitte Digital’s investment in CloudCraze and Adobe is very strategic,” Paul do Forno, director of customer engagement and commerce practice leadership at Deloitte Digital, said. “Our experience in commerce and engagement technologies will fuel the two platforms’ ability to deliver performance-enhancing and cost efficient B2B commerce platforms for their customers.”

The approach is similar to using off-the-shelf components to get a piece of hardware onto the market quickly, just as IBM (News - Alert) did for its original PC back in 1981.

Even in a field that has long perceived as impossibly stodgy compared to B2C marketing, B2B moves fast these days because modern businesses move fast.

CloudCraze hopes that its platform will help businesses move even faster than they could with their old systems.

Unlike traditional legacy systems, CloudCraze offers a scalable, nimble, and easily integrated approach to B2B digital commerce that’s quick to market,” Grady said. “We are eager to partner with Adobe to provide joint customers with robust, next generation commerce platforms.”