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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in