The provider of B2B e-commerce technology says the new position—filled by Sana’s chief operating officer, Tim Beyer—will focus on building its market among North America-based manufacturers and distributors.

Sana Commerce, a Netherlands-based vendor of B2B e-commerce technology, is out to double its number of customers among manufacturers, wholesalers and distributors in North America to 400 by 2020.

TimBeyer, Sana Commerce

Tim Beyer, president and CEO, North America, Sana Commerce

To lead the charge, it has appointed Tim Beyer, its chief operating officer, as president and CEO for North America, effective Jan. 1, 2019. Beyer, based in Sana’s Rotterdam corporate headquarters, will work out of Sana’s office in New York City.

Michiel Schipperus, CEO of Sana Commerce, says Beyer “will be instrumental in helping us take on the position of market leader” for providing companies in North America with an e-commerce platform that “serves the unique needs of B2B companies who want to grow using e-commerce.”

Sana says it has about 200 company clients now in North America and expects to double that number by 2020. In addition to Beyer, Sana plans to add 40 employees to its New York office next year, up from 10 today.

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Beyer says the expanded office will help Sana “accelerate our customer acquisition” in North America, while also working to shift Sana’s “product development focus even more to U.S.-first features.”

Beyer says Sana has learned from its customers in the United States regarding what they need in an e-commerce platform. “As our customer base in the U.S. has grown, we’ve received feedback from businesses using Sana about missing functionality required to do business online in the U.S.,” he says. “We’ve taken this feedback and acted on it by putting a product team in place to deliver new functionality faster that’s based on the needs of our U.S. customers. In our latest release, we focused on topics from more complex promotional or discount scenarios encountered in this market, to making sure we support all desired shipping providers, and have a solution for sales tax, which is highly complex in the U.S. These are a few examples. This product team will remain in place and we will continue to look at what businesses in the U.S. need.”

Sana specializes in integrating its customers’ e-commerce platforms with their back-end enterprise resource planning, or ERP, systems used to manage such operations as customer activity, financial records and personnel. Sana is a certified partner for working on the Microsoft Dynamics and SAP ERP systems from Microsoft Corp. and SAP SE.

Sana’s customers in North America include such companies as beverage supplier Talking Rain, dental products distributor American Orthodontics, pharmaceutical supplier AP Martin and automotive industry supplier SPAL Automotive.

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