Interview with an Expert: The Universal Shift to eCommerce and Why It Matters for Every Business

The way customers interact with businesses has changed forever. Whether you sell to consumers or other businesses, the expectation for seamless online experiences is now universal. We spoke with the Principal Developer of Klipboard eCommerce, Steve Scofield, to uncover why digital transformation is critical for every business, what challenges companies face, and how the right technology can make all the difference.

Steve has been building online solutions since 2003, including running an eCommerce company that served some of the UK’s largest automotive businesses. With deep experience in ERP integration and digital transformation, he brings a unique perspective on how connected systems unlock growth. Today, Klipboard eCommerce helps businesses move beyond offline processes, delivering seamless experiences that keep them competitive in a digital-first world.

The Changing Landscape of Buyer Expectations

How have buyer expectations changed, and why is a strong eCommerce presence now essential?

Buyers now expect systems that integrate seamlessly with their ERPs and update product data automatically, without manual intervention. They want a consistent experience across multiple devices and one tailored to their industry. Instant access to product inventory, along with real-time pricing and stock information, is critical for B2B users. Self-service portals are also in demand, enabling customers to access data themselves - speeding up their experience and reducing reliance on offline processes.

Falling Behind Without a Digital Presence

Do you think businesses without a proper online presence will struggle to keep up over the next few years?

Yes, without an online presence, businesses lose visibility and expose themselves to passive competition from digital-first platforms. Manual processes increase the risk of errors, and if customers have a reliable online alternative, they'll choose that every time. A fully integrated eCommerce solution is no longer a nice to have; it's the minimum requirement for operating in today's market.

Standing Out in a Crowded Market 

How could a website help your company stand out from other local businesses?

A fully integrated website sets your business apart, especially if competitors only offer basic brochure-style sites. Features like real-time stock availability for in-store collection allow customers to browse before visiting, encouraging foot traffic even if they don't purchase online. Standard B2B functionality,such as downloading invoices, demonstrates the added value your business provides compared to local competitors. A robust eCommerce presence signals professionalism and a forward thinking approach that puts the customer first.

Solving the Challenges with eCommerce 

What does eCommerce from Klipboard do to solve some of these challenges?

Klipboard eCommerce solutions offer tight integration with a range of ERP systems and evolve as your business needs change. Because everything is developed in-house, ERP adjustments can be made to adapt to the online world. As a one-stop shop for both ERP and eCommerce, we provide a single point of contact for support - eliminating the back-and-forth between separate providers when new developments are required.

Final Thoughts

What's one piece of advice you'd give to businesses hesitant about going digital?

Data is king - it's what makes an online presence truly effective. Start by reviewing the data in your system from a customer's perspective: technical details, product imagery, related documentation, and logical category structures. A well-organized product catalog makes it easier to attract new business. Since ERP data flows automatically into the eCommerce platform, you can trust that what you see internally matches what customers see online. From there, real-time stock and pricing for B2B customers can be layered on, making the transition from offline to online as smooth as possible.

Conclusion

Our expert’s insights deliver a clear message: eCommerce is no longer optional for businesses — it’s a strategic necessity. From creating seamless customer experiences to enabling real-time access to data, a strong online presence can be the difference between staying relevant and falling behind.