SAP buys e-commerce vendor Hybris in strike back at Oracle, Salesforce.com

The deal will give SAP an 'omni-channel' e-commerce offering

SAP is buying privately held Hybris in a bid to build out an e-commerce software offering that connects with customers across multiple "channels, devices and touch points."

Terms of the deal, which was announced Wednesday, were not disclosed. It is expected to close in the third quarter of this year.

Hybris, which is based in Switzerland, is the fastest-growing e-commerce software vendor in the world, according to SAP's announcement. It sells an "omni-channel" platform spanning mobile, call center, in-store and Web commerce, and caters to both large and small companies, SAP said.

In addition, the Hybris technology provides a "single view" of customers and products across channels thanks to built-in master data management and other capabilities, SAP said.

Hybris counts Levi's, 3M and Nikon among its more than 500 customers, according to its website.

While Hybris will be run as an independent business unit, SAP plans to integrate the vendor's software with its HANA in-memory database as well as the Jam social network.

The Hybris deal comes some months after SAP launched 360 Customer, which combines its CRM (customer relationship management) application with HANA, Jam and other components.

Collectively, SAP's moves can be viewed as a response to rival vendors such as Oracle and Salesforce.com, which have also been trying to build out product families meant to help companies build closer relationships with customers amid the rise of social media and mobile devices.

The Hybris announcement comes one day after Salesforce.com announced it would purchase multichannel marketing software vendor ExactTarget for US$2.5 billion.

SAP executives are expected to discuss the Hybris acquisition further during a conference call later Wednesday.

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in