How Ericsson Transformed B2B Commerce and Quoting Speeds with SAP Commerce Cloud

Telecommunications giant Ericsson has significantly accelerated its business-to-business commerce operations, reducing customer quote generation times from multiple weeks down to mere seconds. Operating across more than 190 countries, the multinational organization manages intricate commercial frameworks encompassing multi-year agreements, customized pricing, specific product entitlements, and global fulfillment structures. Historically, navigating these complex requirements demanded extensive manual coordination between customers and account representatives, often resulting in prolonged review cycles and administrative friction.

Digitizing Commercial Operations

To eliminate these operational bottlenecks, Ericsson deployed SAP Commerce Cloud to establish self-service digital storefronts for its enterprise clients. These dedicated portals allow buyers to review contract-specific products, verify available pricing, and generate formal quotations without relying entirely on manual intervention from internal account teams. According to Aaron Thomas, global product owner at Ericsson, the primary objective was to make commercial interactions simpler and more efficient for customers. By streamlining these foundational workflows, the organization successfully minimized administrative rework and accelerated transaction speeds across its global operations.

Exploring the Potential of AI Agents

Following the successful digitization of its quoting infrastructure, Ericsson began evaluating advanced artificial intelligence capabilities to further optimize commercial execution. Rather than treating AI solely as a standard productivity utility, the company started investigating how autonomous AI agents could actively participate in complex business processes. Current exploratory initiatives focus on leveraging intelligent agents to parse incoming customer requests, match them against relevant contract databases, and draft preliminary quotes for internal employee review.

• AI agents analyze customer requirements against complex multi-year framework agreements.
• Preliminary quotes are prepared for human oversight, ensuring rigorous governance and decision-making control.
• Internal search tools and product descriptions are enhanced through AI to help employees navigate massive internal catalogs.

By shifting routine administrative tasks to intelligent systems, Ericsson enables its sales professionals to dedicate more time toward strategic advisory services, customer relationship management, and solving complex business challenges. This evolution from manual processing to automated digital workflows and agentic commerce highlights a broader industry shift toward faster, scalable, and more consistent commercial execution.