What Commerce Vision does

Commerce Vision Pty Ltd is an Australia-based B2B commerce software vendor founded in 2001 and headquartered in Brisbane, Queensland, operating primarily across Australia and New Zealand. The company was acquired by US-headquartered Advantive in March 2025 and now operates as a subsidiary of that larger specialty software group. Commerce Vision's integrated suite consists of three core products: CV ecommerce (a fully integrated B2B and B2C ecommerce platform with deep two-way ERP integration, real-time inventory and customer-specific pricing, omnichannel order management, and 300+ out-of-the-box B2B features), Lucy (an AI-driven sales order automation product that reads and processes inbound PDF and email purchase orders into ERP systems with machine-learning-based validation), and Opmetrix CRM (a mobile merchandising and field CRM platform with embedded customer self-service ecommerce). The platform is purpose-built as middleware between customer ERP systems and commerce front-ends, with certified integrations to Microsoft Dynamics 365 Business Central (as a Microsoft Gold partner), Pronto Xi, Oracle NetSuite, SAP, MYOB Advanced, and Acumatica, alongside payment gateways and freight carriers.

Commerce Vision monetises through SaaS subscription licensing for its three core products, supplemented by professional services for full implementation (ERP integration, configuration, data migration, and onboarding), and ongoing in-house local support. Go-to-market is primarily enterprise field sales and inside sales targeting B2B wholesalers, distributors, manufacturers, and retailers in verticals including foodservice, automotive supply, hardware and industrial, medical and dental, PPE and safety, and wholesale distribution. The company reports over 500 customers, approximately $4 billion in annual platform transaction value, 3.5 million orders processed per annum, and a 95%+ customer satisfaction rating. Named customers include Coca-Cola, JB Hi-Fi, Henry Schein Halas, Superior Food Services, OfficeMax NZ, RSEA, and Bunzl Safety, alongside mid-market accounts such as Morco Fresh, Haymes Paint, and BAT Industrial.

Name

Commerce Vision

Legal name

Commerce Vision Pty Ltd

Website

https://commercevision.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Commerce Vision provides integrated B2B ecommerce, AI-driven sales order automation (Lucy), and field CRM (Opmetrix) software for wholesalers, distributors, manufacturers, and retailers across Australia and New Zealand, with deep ERP integration.

Ownership category

akta.pro rank

Product category

B2B Ecommerce Software

NAICS

Custom Computer Programming Services (541511)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B ecommerce platform
• ERP-integrated commerce
• Sales order automation
• Field sales CRM
• Wholesale distribution software

Headquarters

HQ city

East Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. CV ecommerce Platform Subscription: SaaS-based B2B ecommerce platform licensed on a subscription basis with annual or multi-year contract terms. Includes platform access, hosting, support, and regular version updates.
2. Lucy Sales Order Automation: AI-driven order automation product licensed as a subscription. Volume-based pricing potentially tied to order processing volumes.
3. Opmetrix CRM Licenses: Mobile CRM and field sales platform licensed on a subscription basis, typically per user or per organisation.
4. Professional Services & Implementation: Full implementation services including ERP integration, configuration, data migration, and onboarding. Commerce Vision handles every step of the implementation process.
5. Ongoing Support & Maintenance: In-house local support team providing real-time assistance as part of the subscription or as an add-on service.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Commerce Vision provides an integrated suite of B2B commerce software including the CV ecommerce platform for B2B and B2C storefronts with deep ERP integration, Lucy for AI-driven purchase order automation from PDFs and emails, and Opmetrix CRM for mobile field sales and merchandising. The platform is purpose-built for wholesalers, distributors, manufacturers, and retailers, offering 300+ out-of-the-box B2B features, native integrations with major ERP systems (Dynamics 365 BC, Pronto Xi, NetSuite, SAP, MYOB, Acumatica), payment gateways, freight carriers, and omnichannel order management. Customers use the platform to automate manual order entry, run customer self-service portals, and unify online, phone, email, and field sales channels into a single ERP-connected order-to-cash workflow.

Product overview

Commerce Vision provides an intelligent suite of integrated B2B commerce solutions comprising three core products: CV ecommerce (fully integrated B2B & B2C platform with ERP integration), Lucy (AI-driven sales order automation processing PDF/email POs), and Opmetrix CRM (mobile merchandising and field CRM with embedded B2B ecommerce). The platform connects directly to ERP systems (Dynamics 365 BC, Pronto, NetSuite, SAP, MYOB, Acumatica) and payment gateways (Braintree, eWay, PayPal), processing over $4 billion in transactions annually across 3.5 million orders.

Differentiator

Problem solved

Functional benefit

Brands

• CV ecommerce: Fully integrated ecommerce platform for B2B and B2C commerce.
• Lucy
• Opmetrix CRM

Products and services

• CV ecommerce Fully integrated B2B and B2C ecommerce platform with deep ERP integration, real-time inventory, customer-specific pricing, customer self-service portals, account management, punchout catalog support, multi-site content management, and omnichannel order management. Includes 300+ out-of-the-box B2B features and is designed for wholesalers, distributors, manufacturers, and retailers running on major ERP systems.
• Lucy AI-driven intelligent sales order automation that reads and processes PDF and email purchase orders directly into ERP systems. Uses machine learning to validate orders, recognise customer ordering behaviour, and auto-correct errors against ERP master data with 100% accuracy. Enables 24/7 processing and reduces manual entry time from minutes to seconds, with individual customers processing 6,000+ orders and 20,000+ lines per week.
• Opmetrix CRM Mobile merchandising and field sales CRM for sales teams. Includes route optimisation, retail execution, activity tracking, customer self-service B2B ecommerce module, dashboards with Power BI integration, and multi-brand management. Integrates customer orders directly with ERP systems.

Quantifiable outcome

• $4 billion in transactions processed annually across the platform
• +6 more outcomes

Named customers18 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

AI capability6 records

Feature11 records

Partnerships

17 partnerships are on record, tiered core and standard.

• AdvantivecoreStrategic or Co-development Partner · 6 March 2025Commerce Vision was acquired by Advantive in March 2025. Advantive is a leading provider of mission-critical specialty software for distribution, manufacturing, and packaging industries. The acquisition furthers Advantive's B2B ecommerce presence in the ANZ market while expanding Commerce Vision's reach into the US. Commerce Vision's Lucy AI automation product will be brought to Advantive's US customer base.
• Microsoft (Dynamics 365 Business Central)coreTechnology or IntegrationCommerce Vision is a Microsoft Gold partner with deeply integrated B2B ecommerce functionality for Dynamics 365 BC. The partnership includes seamless 2-way data synchronisation and real-time accuracy between the ERP and commerce platform.
• Pronto XicoreTechnology or IntegrationLong-standing deep integration with Pronto Xi ERP, a popular Australian mid-market distribution and retail ERP. Commerce Vision claims deep expertise with Pronto integration - described as 'if we can't do it, it probably can't be done.'
• Oracle NetSuitecoreTechnology or IntegrationCommerce Vision integrates with NetSuite ERP to deliver scalable and highly configurable B2B ecommerce for businesses using NetSuite as their ERP system.
• SAPcoreTechnology or IntegrationCommerce Vision has integrated its CV ecommerce platform with SAP ERP for enterprise customers requiring B2B commerce capabilities alongside their SAP environment.
• MYOB AdvancedcoreTechnology or IntegrationCommerce Vision integrates with MYOB Advanced (Australian cloud ERP) for SMB and mid-market customers seeking B2B ecommerce capability.
• AcumaticacoreTechnology or IntegrationCommerce Vision integrates with Acumatica Cloud ERP platform to deliver B2B ecommerce solutions for businesses using Acumatica as their ERP backbone.
• Braintree (PayPal)coreTechnology or IntegrationBraintree payment processing integration supporting credit card, PayPal, Apple Pay, and Google Pay transactions with built-in fraud protection. Key features include token payments, deposit processing, and reCAPTCHA fraud prevention.
• eWAYstandardTechnology or IntegrationeWAY payment gateway integration for secure online credit card processing with Secure Fields and Responsive Shared Page API support.
• PayPalstandardTechnology or IntegrationPayPal Express checkout integration for B2B and B2C transactions with improved foreign address validation.
• Zip (Buy Now Pay Later)standardTechnology or IntegrationZip Buy Now Pay Later integration allowing customers to pay in instalments through the commerce platform.
• AfterpaystandardTechnology or IntegrationAfterpay Buy Now Pay Later payment integration for B2C and some B2B transactions.
• Azupay (PayID)standardTechnology or IntegrationNative Azupay integration enabling PayID real-time bank transfers for commercial transactions, with automatic order/invoice reconciliation.
• Google (Analytics 4, SEO)standardTechnology or IntegrationGoogle Analytics 4 integration for capturing purchase and visitor data including login events, cart actions, checkout events, and promotion code usage. Also supports Google SEO tools and search integration.
• MailchimpstandardTechnology or IntegrationMailchimp email marketing integration for customer communication, campaigns, and newsletter management.
• ZapierstandardTechnology or IntegrationZapier integration enabling connectivity between CV ecommerce and thousands of third-party applications through automated workflows.
• New Zealand PoststandardTechnology or IntegrationNew Zealand Post Parcel Post integration for NZ customers, enabling address lookup and rural delivery charge management.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sana Commerce: Sana Commerce is a B2B ecommerce platform purpose-built on Microsoft Dynamics and SAP ERPs with embedded business logic. Directly comparable to Commerce Vision in its B2B-first stance, deep ERP integration strategy, and enterprise distribution/manufacturing focus.
• BigCommerce: BigCommerce provides a SaaS ecommerce platform with a dedicated B2B Edition offering multi-storefront, customer groups, price lists, and ERP integrations, serving wholesale and manufacturing customers directly comparable to Commerce Vision's CV ecommerce target market.
• Shopify (Shopify Plus / Shopify B2B): Shopify Plus has expanded into B2B with B2B features including draft orders, customer-specific pricing, and net payment terms. Competes for the same mid-market and enterprise B2B segment, including wholesale distributors, with a much larger platform and ecosystem.
• Kibo Commerce: Kibo Commerce offers a composable, headless commerce platform with B2B-specific functionality (quote management, account hierarchies, custom catalogs) and OMS extensions. Directly comparable in targeting mid-market B2B distributors and manufacturers with multi-channel operations.
• OrderCloud (Sitecore): OrderCloud is a headless B2B-first ecommerce platform-as-a-service targeting distributors and brand manufacturers with API-first commerce, complex catalog/pricing, and multi-tenant architecture. Comparable in B2B-native positioning and API-first ERP integration model.

Broad incumbents

• Adobe Commerce (Magento): Adobe Commerce (formerly Magento) is an enterprise ecommerce platform with B2B capabilities including company accounts, negotiated pricing, and punch-out catalogs via extensions. A broader incumbent serving B2B and B2C at scale across global enterprise customers.
• Salesforce Commerce Cloud: Salesforce Commerce Cloud (including B2B Commerce on the Salesforce platform) targets enterprise B2B merchants with account hierarchies, contract pricing, and ERP integration, and competes for the same large-distributor segment as Commerce Vision but with a much broader CRM-led ecosystem.
• NetSuite SuiteCommerce: NetSuite SuiteCommerce is Oracle's native commerce extension for NetSuite ERP, offering B2B portals and customer self-service. Comparable as a competitor for B2B customers using NetSuite ERP, against which Commerce Vision has a competing deep-integration story.

Regional players

• Cin7 Core (formerly DEAR Systems): Cin7 is an Auckland-founded inventory and order management platform with B2B wholesale features including multi-channel listings, B2B portals, and EDI. Comparable for ANZ-region wholesale distributors and serves an overlapping ANZ customer base, though focused more on inventory than pure ecommerce.
• Unleashed Software: Unleashed Software is a New Zealand-developed inventory and order management platform widely used by ANZ wholesalers and distributors with B2B ecommerce integrations. Comparable for the same ANZ wholesale segment but with a stronger inventory-led rather than ERP-integrated commerce pitch.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Commerce Vision