Top Sana Commerce Alternatives in 2025: A Better Fit for B2B, Hybrid & DTC Brands

At first glance, Sana Commerce looks like the logical choice for B2B brands already using Microsoft Dynamics or SAP. It offers a web store that reads directly from your ERP. No syncing, no duplication—just one source of truth.

But the moment you try to launch a second storefront, sell directly to consumers, or enable a sales rep to take orders on WhatsApp, you hit a wall.
Sana Commerce is tightly coupled to your ERP. That means the experience, data structure, catalog logic, and even checkout flows are only as flexible as your ERP setup allows. If your ERP can’t handle channel-specific pricing, customer-level catalogs, or direct-to-consumer promotions, neither can Sana.

For brands that want to evolve beyond just a digital storefront—brands that want automation, multi-channel capability, or conversational commerce—Sana becomes more of a constraint than a launchpad.

When Sana Commerce Makes Sense—and When It Doesn’t

There are specific scenarios where Sana Commerce performs well. For example, if your ERP holds all your product, pricing, and inventory logic, and your commerce strategy doesn’t go beyond B2B portals, it delivers on its promise. You avoid duplicate data. Your ERP remains the “source of truth.” And your web store simply displays what’s already in the system.

However, this works only as long as:

• Your catalog doesn’t need channel-specific variations.
• Your buyers are willing to place orders only through web portals.
• You’re not trying to grow a direct-to-consumer (DTC) arm or experiment with marketplaces.

But B2B commerce in 2025 is no longer that linear.
You might have:

• Large buyers who want to place orders via email.
• Resellers who need custom catalogs.
• Direct customers on mobile who expect a DTC-style experience.
• A sales team using WhatsApp to close repeat orders on the go.

In those situations, rigid ERP logic becomes a bottleneck. Commerce needs to move at the speed of your buyers, not your back-office systems.
That’s where a modular, flexible platform like BetterCommerce changes the game.

What B2B + DTC Brands Need in 2025

B2B buyers now expect personalization, speed, and convenience—just like B2C customers. That means a product page can’t just be a static spec sheet. It needs live inventory, contextual pricing, fast ordering options, and channel-specific content.
Businesses are no longer selling through a single funnel. Instead, they’re selling through a mix of:
 

• Distributor portals
• Direct DTC storefronts
• WhatsApp chat threads
• Email purchase orders
• Field sales rep apps

This demands a product data engine that can:

• Adapt to each buyer type
• Deliver content in multiple formats and languages
• Sync across ERP, PIM, storefront, and marketplaces
• Automate manual touchpoints like reorders, confirmations, or catalog sharing

BetterCommerce is purpose-built for these realities. It’s modular, meaning you can start with PIM or commerce and add on OMS, WhatsApp, or analytics as needed. It supports hybrid models—brands that sell to retailers, resellers, and direct customers from the same backend. And it brings in smart automation so your teams spend less time managing and more time selling.

BetterCommerce vs Sana Commerce: Key Comparison

Here’s a detailed look at how BetterCommerce stacks up against Sana Commerce on the features that matter most to scaling B2B and hybrid brands:

BetterCommerce removes the dependence on your ERP as the control tower and gives business users the ability to configure catalogs, pricing, workflows, and channels directly. This means faster go-lives, easier experiments, and lower TCO in the long run.

Real-World Use Cases Where BetterCommerce Shines

Manufacturers Expanding into DTC

A manufacturer of home improvement tools wants to continue serving retailers while launching a DTC channel to capture margin. With BetterCommerce:

• The same PIM and OMS can power both channels.
• Product data gets enriched via GenAI for DTC SEO while retaining technical specs for B2B.
• Pricing logic adjusts per channel, and promotions don’t disrupt wholesale terms.

Distributors Managing Custom Catalogs
An electrical distributor handles 80,000 SKUs across 20 vendor lines. Some customers see full assortments. Others get regional pricing. BetterCommerce enables:

• Segment-based catalogs per buyer or account group.
• Controlled access for sales reps, procurement teams, or internal managers.
• Smart Inbox to let customers email an Excel file or PDF and have it auto-processed into an order.

Field Sales & Trade Buyer Workflows
Sales reps in the field use WhatsApp to manage accounts. With BetterCommerce:

• Customers can place orders through a conversation.
• Reorder confirmations, product images, and invoices are shared in real time.
• Zero learning curve—sales feels native and fast.

These use cases are difficult or impossible to deliver with Sana without heavy customization or third-party patching.

Why Modularity Matters: Composable > Monolithic

Sana Commerce operates like a monolith. It’s tied to your ERP, and everything flows through that structure. Adding features means either going through your ERP vendor or bolting on workarounds.
BetterCommerce is built composably:

• Start with Commerce and PIM.
• Add OMS, CPQ, WhatsApp, or Analytics as needed.
• Keep your CMS or use headless frontend frameworks.
• Plug in SAP, NetSuite, Dynamics—or switch without breaking the stack.

This means you can evolve your tech stack without rebuilding everything. You’re free to test new sales channels, launch regional brands, or run micro-portals for key accounts. Each module is API-first and built to scale.

BetterCommerce Smart Features You Don’t Get in Sana Commerce

Let’s unpack a few standout features that make BetterCommerce unique:

• Smart Inbox (Email Commerce)
  Buyers email a spreadsheet, SKU list, or old PO. The system reads it, validates against current catalog rules, and processes the order. No portal logins required.
• WhatsApp Commerce
  Native integration that allows order placement, confirmation, and follow-ups via WhatsApp. Perfect for field sales, reorders, or on-the-go purchasing.
• Hybrid Sales Channel Enablement
  Sell through B2B portals, DTC websites, reps, and marketplaces—all from one backend. Define logic per channel, per customer, and per product.
• GenAI for Catalog Enrichment
  AI-generated product titles, SEO descriptions, FAQs, and multi-language specs. Speeds up onboarding and improves time to market.
• Contract Pricing + Access Controls
  Buyer A sees one set of prices, Buyer B sees another. Teams can define catalog visibility and price levels without developer input.
• Composable Architecture
  No lock-in. Use what you need, replace what you don’t. Every module talks via API—ready for MACH and headless setups.

Other Sana Commerce Alternatives to Consider

Here’s a quick look at how other platforms compare if you’re exploring beyond Sana and BetterCommerce:

BetterCommerce gives you the best of both agility and depth—without the complexity of legacy tools or the rigidity of ERP-first systems.

Choose Sana Commerce if:

• Your ERP is your single data source and you don’t plan to change that.
• All sales happen through one B2B portal.
• You don’t need flexibility across buyers, brands, or channels.

Choose BetterCommerce if:

• You sell through multiple channels or storefronts.
• You need WhatsApp or email-based commerce.
• You want to enable B2B, DTC, or hybrid flows from one stack.
• You value modular, composable commerce and quick experimentation.

From ERP-Centric to Experience-Centric Commerce

ERP-driven commerce helped businesses digitize, but it’s not enough to drive growth in today’s buyer-led landscape.

The future belongs to brands that move faster, sell smarter, and adapt effortlessly. BetterCommerce makes that shift possible, with a modular, scalable platform designed for modern B2B and hybrid commerce.

Whether you’re outgrowing Sana, planning a DTC move, or looking to streamline your sales channels, BetterCommerce gives you the tools to lead, not follow.