Sana Commerce
Sana Commerce is a Rotterdam-based B2B SaaS provider of an e-commerce platform that integrates natively with SAP and Microsoft Dynamics ERPs, serving mid-market and enterprise manufacturers and distributors across nine verticals with real-time pricing, inventory, and order data.
- Company typePrivate
- Founded2007
- HeadquartersRotterdam, Netherlands
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Sana Commerce does
Sana Commerce is a private B2B SaaS company headquartered in Rotterdam, Netherlands, that provides an e-commerce platform purpose-built for manufacturers and distributors running SAP or Microsoft Dynamics ERP systems. Its core product, Sana Commerce Cloud, connects natively to SAP ECC, SAP S/4HANA, Microsoft Dynamics 365 Finance & Supply Chain, and Microsoft Dynamics 365 Business Central, reading pricing, inventory, customer-specific terms, and order data directly from the ERP in real time without middleware or a secondary database. The platform is organized around three pillars — Accurate Storefront, Connected Experiences, and Guided Growth — and includes modules for order management, product information management, self-service portal, customer experience management, integrated payments (Sana Pay), analytics (SCI), and add-ons such as a 3D product configurator.
Sana serves mid-market and enterprise B2B customers across nine verticals including manufacturing, machinery, automotive and multi-parts, distribution, construction, electronics, medical supplies, wholesale, and chemicals, with named logos such as Palfinger, Jensen-GROUP, Partech, KWB, MTEE, Hummert, Alliant Power, and AOSS Medical. The company monetizes through tiered subscription contracts (typically annual billing, quote-based) supplemented by implementation and professional services, and is beginning to capture transactional revenue through Sana Pay. Go-to-market combines direct enterprise field sales with an ecosystem of ERP implementation partners, supported by an extensive content-marketing and research engine (Sana Connect, Forrester co-research, B2B Buyer Report, Digital Distance Index).
Operationally, the company is privately held with no disclosed funding rounds, ownership structure, or financial performance. In May 2026 it appointed Brian Plackis Cheng as CEO to lead an AI-powered connected commerce agenda, while the broader leadership team includes a CTO, CMO, Chief Services Officer, and a President/CEO Americas & Global COO. Recognition includes four consecutive years as a Niche Player in the Gartner Magic Quadrant for Digital Commerce and inclusion in Forrester's B2B commerce vendor coverage.
Sana Commerce firmographics
Firmographics- Name
- Sana Commerce
- Legal name
- Sana Commerce EMEA B.V.
- Website
- https://sana-commerce.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Sana Commerce is a Rotterdam-based B2B SaaS provider of an e-commerce platform that integrates natively with SAP and Microsoft Dynamics ERPs, serving mid-market and enterprise manufacturers and distributors across nine verticals with real-time pricing, inventory, and order data.
- Ownership category
- akta.pro rank
Sana Commerce industry classification
Industry- Product category
- B2B E-Commerce Platform (ERP-Integrated)
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- B2B/EDI & Partner Integration (BPAMAOAJ), Trade & Invoice Payments (Cross-Border B2B) (FSAMAIAL)
Keywords
Where Sana Commerce is headquartered
LocationHeadquarters
- HQ city
- Rotterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Sana Commerce business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Sana Commerce operates as a B2B SaaS e-commerce provider offering subscription-based access to its cloud platform. Customers pay recurring subscription fees for platform access, with pricing based on business size, transaction volume, or tiered plans.
- Professional Services: Implementation services, training, and support services to help customers deploy and optimize the Sana Commerce platform. Implementation timelines vary based on ERP complexity, catalog size, and custom workflows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tiered subscription plans based on business requirements and feature needs |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Sana Commerce product offering
Product offeringCore offering
Sana Commerce provides a B2B SaaS e-commerce platform natively integrated with SAP and Microsoft Dynamics ERP systems, enabling manufacturers and distributors to run online storefronts that read live pricing, inventory, and customer-specific terms directly from the ERP. The platform supports complex B2B commerce workflows including configurable products, contract pricing, approval workflows, multi-address shipping, self-service portals, order management, and integrated payments, with AI-powered personalization, analytics, and a 3D product configurator.
Product overview
Sana Commerce Cloud is a unified B2B e-commerce platform specifically built for manufacturers and distributors running SAP or Microsoft Dynamics. The platform operates as a core engine with three main pillars: Accurate Storefront (real-time ERP data synchronization), Connected Experiences (self-service buyer tools), and Guided Growth (analytics). Key modules include Content & Store Management, Product Information Management (PIM), Order Management System (OMS), Self-Service Portal, Customer Experience Management, Sana Pay (payments), Analytics & Insights (SCI), Commerce Console with Success Plan Widget, and Buyer Widgets. Add-on features include the 3D Product Configurator for visualizing complex products. The platform reads directly from ERP systems (SAP ECC, SAP S/4HANA, Microsoft Dynamics 365) using native data structures without middleware, ensuring pricing, inventory, and customer terms are always accurate and real-time.
Differentiator
Problem solved
Functional benefit
Products and services
- Sana Commerce Cloud The unified, ERP-native B2B e-commerce platform for manufacturers and distributors running SAP (ECC, S/4HANA) or Microsoft Dynamics (365 Finance & Supply Chain, Business Central), reading live pricing, stock, and customer-specific terms directly from the ERP without middleware.
- Accurate Storefront Real-time synchronization of inventory, pricing, and order information from the ERP to the web store so buyers see accurate data directly from the ERP.
- Connected Experiences Unified end-to-end experience pillar supporting self-service buyer journeys from product discovery to repeat orders, with personalization, payments, and extensibility.
- Guided Growth Real-time ERP data combined with guided analytics to drive ROI and identify growth opportunities for B2B commerce teams.
- Sana Pay Integrated payment service provider for B2B transactions that helps businesses manage payment terms, processing, and order-to-cash workflows within the Sana Commerce platform.
- Sana Commerce Insights (SCI) E-commerce analytics tool that integrates with the ERP and online portal to deliver real-time insights and KPI tracking for B2B commerce performance monitoring.
- 3D Product Configurator 3D product configuration capability that lets buyers manipulate products and visualize them placed within their future environment for complex B2B purchases.
- Order Management System (OMS) Order management supporting standard orders, repeat orders, quote-to-order, split orders, orders against customer-specific catalogs, contract pricing, credit limits, approval workflows, and multi-address shipping.
- Product Information Management (PIM) Centralized product information management for large catalogs and complex product information typical of manufacturing and distribution.
- Self-Service Portal Buyer portal enabling customers to check stock, place orders, view order history, invoices, shipment status, and account balances.
- Punchout Integration Procurement-system integration enabling B2B buyers to purchase directly through their own procurement systems for a seamless order process.
- Subscriptions Subscriptions commerce capability that allows B2B buyers to set up recurring orders through the Sana Commerce storefront.
Quantifiable outcome
- 42% GMV Growth on average - customers expand into new markets and grow online sales with a scalable platform
- +11 more outcomes
Companies that use Sana Commerce
Customer profileNamed customers10 records
Segments9 records
Ideal customer profiles2 records
Sana Commerce technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature9 records
Sana Commerce partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, secondary, infrastructure and minor.
- SAPcoreSana Commerce is built natively for SAP ERP integration, connecting directly to SAP ECC and SAP S/4HANA using the ERP's native data structures. The integration enables real-time synchronization of pricing, inventory, customer data, and order information without middleware.
- Microsoft DynamicscoreNative integration with Microsoft Dynamics 365 Finance and Supply Chain and Microsoft Dynamics 365 Business Central. The platform reads directly from the ERP using native data structures for real-time data accuracy.
- TecDocsecondaryCatalog integration for automotive and multi-parts industry enabling make, model & plate filters and technical catalog search functionality for parts identification.
- Sana PaycoreIntegrated payment services within the Sana Commerce platform supporting B2B payment terms, transaction processing, and financing options for online orders.
- Microsoft AzureinfrastructureCloud service provider used for hosting and data storage as referenced in the privacy statement regarding how personal data is processed and stored.
- Google AdsminorMarketing and advertising partner used for targeted advertising and analytics as part of Sana Commerce's marketing activities.
- LinkedInminorMarketing partner for B2B targeted advertising and professional network marketing activities.
- Forrester ResearchsecondaryCo-research partner for the Digital Distance Index report and B2B buyer research. Jointly surveyed 335 manufacturing leaders in North America and EMEA on digital commerce trends.
- CopperbergsecondaryIndustry research partner for B2B aftermarket and parts revenue whitepaper. Joint research on digital gaps costing manufacturers aftermarket revenue.
- ERP Implementation PartnerscoreEcosystem of implementation and system integration partners who deploy and configure Sana Commerce for end customers. Includes ERP consulting firms and digital transformation partners.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Sana Commerce competitors and assessment
Company assessmentBroad incumbents
- Shopify: Shopify Plus offers B2B features (price lists, company accounts, draft orders) directly competing with Sana Commerce in the B2B manufacturing/distribution segment. Broader platform with consumer-grade UX, but lacks Sana's native ERP-to-storefront integration.
- Adobe Commerce (Magento): Adobe Commerce is a long-established B2B/B2C platform used by large manufacturers and distributors, offering deep customization and a broad feature set as part of the Adobe Experience Cloud — a Leader-tier alternative to Sana for enterprise deals.
- SAP Commerce Cloud: SAP's own commerce solution built natively on the SAP stack. As a first-party SAP offering, it competes directly with Sana Commerce for SAP customers and represents the most significant vendor risk to Sana's SAP integration moat.
- Microsoft Dynamics 365 Commerce: Microsoft's first-party commerce offering for Dynamics 365 customers. As a native option for Dynamics users, it competes with Sana for the Microsoft side of the ERP market and is the most direct platform risk on the Dynamics book.
- Salesforce Commerce Cloud (B2B): Salesforce B2B Commerce targets manufacturers and distributors with account hierarchies, contract pricing, and a CRM-native experience. Broader portfolio with strong enterprise brand, but lacks the deep middleware-free ERP integration Sana offers.
Direct peers
- BigCommerce: BigCommerce's B2B Edition directly targets manufacturers and distributors with price lists, quote management, and ERP connectors, making it one of Sana's closest direct competitors in mid-market B2B commerce.
- Kibo Commerce: Kibo Commerce offers B2B and B2C commerce with OMS and personalization modules, targeting mid-market manufacturers and distributors with similar SaaS-led GTM motion to Sana.
- OroCommerce: OroCommerce is purpose-built B2B e-commerce platform focused on manufacturers, distributors, and wholesalers with complex account hierarchies, quote-to-order, and ERP integration — a niche competitor with overlapping ICP.
Emerging players
- commercetools: commercetools is a headless, API-first commerce platform increasingly used by B2B manufacturers needing composable architecture. Different delivery model than Sana, but overlaps on B2B manufacturer and distributor use cases where API extensibility is required.
- Centiro: Centiro provides cloud-based commerce and delivery management solutions for B2B and logistics-heavy operations, with overlap in shipping, order, and post-purchase workflows relevant to Sana's OMS and distribution customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sana Commerce social profiles
Digital presenceSana Commerce compliance and trust
Trust signalCompliance1 record
Sana Commerce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sana Commerce leadership team
Management profileNumber of profiles
Profiles6 records
Sana Commerce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sana Commerce M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sana Commerce
What does Sana Commerce do?
Sana Commerce provides a B2B SaaS e-commerce platform natively integrated with SAP and Microsoft Dynamics ERP systems, enabling manufacturers and distributors to run online storefronts that read live pricing, inventory, and customer-specific terms directly from the ERP. The platform supports complex B2B commerce workflows including configurable products, contract pricing, approval workflows, multi-address shipping, self-service portals, order management, and integrated payments, with AI-powered personalization, analytics, and a 3D product configurator.
Is Sana Commerce a public or private company?
Sana Commerce is a private company. It is classified as unknown and is currently operating.
When was Sana Commerce founded?
Sana Commerce was founded in 2007. It employs 251 to 500 people.
Where is Sana Commerce based?
Sana Commerce is headquartered in Rotterdam, Netherlands, in the Europe region.
How does Sana Commerce make money?
Two revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are professional Services.
Who are Sana Commerce's main competitors?
Broad incumbents on record are Shopify, Adobe Commerce (Magento), SAP Commerce Cloud, Microsoft Dynamics 365 Commerce and Salesforce Commerce Cloud (B2B). Direct peers are BigCommerce, Kibo Commerce and OroCommerce. Emerging players are commercetools and Centiro.
Does Sana Commerce have an API?
No public API is recorded for Sana Commerce.
What industry is Sana Commerce in?
Sana Commerce's product category is B2B E-Commerce Platform (ERP-Integrated). Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of BPAMAOAJ, B2B/EDI & Partner Integration. Its NAICS code is 518210 and its SIC code is 7370.