Enterprise software maker SAP AG signals its intentions to deliver next-generation e-commerce solutions with an announcement of its plans to purchase Switzerland-based hybris AG.

SAP said it has noticed that consumers and businesses are demanding seamless brand and shopping experience across the channels. The company also points to research indicating that the e-commerce technology market has been growing rapidly and is now worth an estimated $37 billion.

“Joining SAP will significantly expand the scope, scale and power of hybris’ commerce platform and allow is to deliver the next generation of customer engagement innovations across all channels,” said Ariel Ludi, CEO of hybris.

By integrating hybris’ technology, SAP hopes to offer customers new data and tools that will “raise the stakes in customer relations management,” according to Bill McDermott, CEO, of SAP.

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Such a capability will put SAP in completion with e-commerce market leaders such as Salesforce.com.

Hybris was founded in 1997. It offers an onmi-channel commerce platform that integrates Web, mobile, call centre and store solutions. The company helps clients sell goods and services and digital content through multiple customer touch points and devices.

According to hybris, more than 500 companies around the world are using its technology including such organizations as Thomson Reuters, Levi’s, Nikon, General Electric, P&G, Toys”R”Us and Lufthansa.



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