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NetSuite Inc. has announced expanded functionalities for the e-commerce engine of its hosted business management suite, including new payment options, search engine optimization and integration with Internet shopping comparison engines.
Based in San Mateo, Calif., NetSuite targets the SMB market with a hosted application, accessible through a Web browser, that integrates functionalities around accounting, e-commerce and customer relationship management (CRM).
Baruch Goldwasser, a senior product manager with NetSuite, said their second generation of e-commerce tools revolve around getting more people to a Web site, letting people transact from anywhere, and giving site owners information to measure the effectiveness of a campaign.
“It’s a little additional help,” said Goldwasser.
He said a lot has been done around search engine optimization, using tools like meta tags and image tags to ensure NetSuite’s dynamic Web pages rank higher in engines like Google, Yahoo and MSN.
“We’ve changed it around so all the information is published out to the search engine, so when it crawls your site it gets ranked very highly,” said Goldwasser.
Product feeds also go directly into comparison-shopping engines like Shopping.com, which allow shoppers to compare similar products from various e-stores, and charge the retailer for each click-through.
NetSuite lets the retailer evaluate which sites and search words are generating the most revenue, and direct their marketing dollars accordingly.
Other enhancements include shopping cart abandonment reporting, and integration with PayPal for payment in different currencies.
By combining e-commerce with CRM and accounting, Goldwasser said NetSuite lets users track a customer across silos, and ensures that people across the organization, from sales to shipping and support, have the same information.
“None (of our competitors) cross the line between accounting, CRM and e-commerce,” said Goldwasser.
Sheryl Kingstone, program manager for the Yankee Group’s customer-centric strategies decision service, agreed NetSuite’s integrated approach is fairly unique in the market.
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