Conversational B2B Commerce for Magento 2
B2B buyers spend time navigating shop systems they don’t have. With Conversational Commerce, they order by email or WhatsApp instead, without logging in or going through checkout. Order confirmation lands in their inbox within a minute.
Customers can simply send a file, such as an Excel order list or a CSV export, and Conversational B2B Commerce processes it exactly like a text message. There’s no need to enter the data twice and no switching between systems.
The shop becomes the backend. The conversation becomes the frontend.
B2B Customers Order by Email or Chat: the Module Handles the Rest
An AI assistant built into Magento receives incoming messages, identifies the customer, searches the product catalog semantically, and creates the order directly in the shop. No manual intervention is required.
The system understands free form phrasing just as well as precise SKU references or attached files, and asks a clarifying question whenever the intent isn’t clear.
What Customers Write, and What Happens
| What Customers Write … | What happens |
| “Same as last month, but 20 drums instead of 12” | ● Reorder is created and confirmed automatically |
| “I’d like to order, see attached CSV file” | ● Order is created |
| “I need 50x item 4471B and 20x 3302C” | ● New order is created directly in Magento |
| “Send me the same as on invoice 2024 0891, double the filters” | ● Order built from the invoice reference, with quantity adjustment |
| “Is item 4471B still in stock, and if so, when?” | ● Live stock check straight from Magento |
| “What brochures do you currently have on temperature?” | ● Semantic catalog search, results returned with product images by email |
| “What’s new since January?” | ● Filtered list of new catalog products |
| “What were my last five orders?” | ● Order history from Magento, formatted as a readable summary |
A Measurable Impact on the Order Process
Conversational Commerce measurably cuts operational effort in B2B purchasing. For transactional B2B orders, from routine reorders to call offs against framework agreements, it reduces the time it takes to place an order by up to 98%.
Process costs come down and completion rates go up, and sales spends far less time handling routine orders. The order channel shifts from cost center to competitive advantage.
Example: Annual Workwear Order for 200 Employees
An industrial company outfits its workforce with workwear every year. 200 employees submit their requirements within a two week window. In the classic process, employees log in, navigate the shop, enter sizes and quantities, and complete checkout. Each person takes an average of 15 minutes, for a total effort of 50 hours across a single purchasing event.
With Conversational Commerce, each employee receives a personalized email already filled in with last year’s data. They simply reply “Confirmed” or adjust size and quantity, and the order is created in Magento fully automatically. Effort per person: under 60 seconds.
| Classic web shop | Conversational Commerce | |
| Effort per employee | 15 minutes | Under 1 minute |
| Total effort (200 people) | 50 hours | Under 3.5 hours |
| Labor cost (€50/hour) | 2.500 € | 175 € |
| Savings | – | 46,5 hours and 2.325 € per purchasing event |
| Error rate on sizes/quantities | measurable | near zero |
| Order abandonment | up to 15% | under 1% |
Companies running several recurring order campaigns multiply this effect, and free their sales team from tasks sales shouldn’t have to handle in the first place.
KPIs
Conversational Commerce Can Be Measured Precisely
| KPI | Expected effect |
| Time to order | Down 90% to 98% |
| Order completion rate | Up 10 to 20 percentage points |
| Cost per order | Down 60% to 80% |
| Reorder rate | Significant increase |
| First contact resolution | Above 80% for transactional purchases |
| Customer Effort Score (CES) | Substantial improvement |
Integration with Your Existing Magento Setup
Conversational Commerce Replaces the Order Frontend, Not Your Shop Infrastructure
The module builds directly on Magento and uses all of your existing configuration. An order placed via message is functionally identical to one placed through the web shop. Pricing specific to each customer, customer groups and permissions, live stock levels, payment and shipping rules, ERP connections, and approval workflows all remain fully intact. Every order is documented in the Magento backend with full audit traceability.
The Magento 2 Module
Zwernemann Conversational B2B Commerce is a Magento 2 module built around a complete conversational commerce engine. The email and WhatsApp channels are already live in production, and the underlying architecture is designed to support further channels as they’re rolled out.
A customer sends an email or WhatsApp message. Within a minute:
- The message is retrieved through IMAP or the WhatsApp Business API
- The customer is identified, order history is loaded, and the product catalog is searched semantically
- If the message includes a file attachment, whether that’s Excel, CSV, PDF or an order list, it’s recognized and processed automatically. Products and quantities are extracted, matched against the Magento catalog, and mapped into Magento’s order structure
- Intent is identified: a reorder, a new order, a product inquiry, an order status request, or something that needs clarification
- Where the intent is an order, it’s created directly in Magento, with cart, shipping, payment and confirmation handled automatically
- A reply with relevant product images is sent back to the customer
If the intent is unclear, the system asks a targeted follow up question before creating an order.
Available Today
- Email channel (IMAP/SMTP)
- WhatsApp channel (Business API)
- Intent recognition (order, inquiry, information request)
- Web chat, an embeddable chat with real ordering capability
- Multilingual support, with automatic language detection
- Semantic product search
- Automatic order creation
- Conversation tracking
- Product images in responses
- Incremental catalog indexing
- Admin interface
- Encrypted credentials
- Order changes, with downstream processes handled by message
In Development
- SMS / RCS, for quick reorders by text message
- Voice ordering, placing an order by phone call with confirmation by email
- Proactive outreach, covering reorder reminders, stock alerts and price change notices
- ERP as a conversation partner, turning EDI into a chat with your systems
- Analytics, covering conversion data, product intelligence and AI quality metrics
- Cancellations
GDPR and Data Sovereignty
Data Processing in Standard Operation
In standard operation, only the message text is sent for AI processing. No order histories, customer master data or product pricing ever reach external systems.
For companies with elevated compliance requirements, the following options are available.
On premises deployment. Runs with locally hosted language models and a local vector database, so no data leaves your data center. Well suited to public sector clients, regulated industries and companies with strict IT policies.
Data protection consulting. Support with the data protection assessment, documentation for your data protection officer, and drafting the entry for your processing register.
Data processing agreement (DPA). Available on request, in line with Art. 28 GDPR.
Configurable data retention. The retention period and scope for conversation logs and processing logs can be adjusted to your needs.
Security
Conversational ordering does away with user sessions altogether, which removes a whole category of common attack vectors around session handling and shared logins.
Authentication relies on verified sender identity. Messages from unknown senders are rejected automatically, and SPF/DKIM/DMARC validation and domain whitelisting are available as optional extras.
Authorization stays entirely with Magento. Roles, budget limits, approval workflows and pricing terms all apply unchanged. An order placed by conversation is functionally identical to one placed through the web shop.
A complete audit trail is generated for every order, covering the channel used, the timestamp, the intent, and the basis on which it was created. In a classic web shop, this context is often impossible to reconstruct after the fact.
Technology
Architecture
Large language models (LLMs) extract structured order intent from free text, including imprecise phrasing, quantity changes, and references to earlier orders. The output is a structured data object that Magento processes directly.
Semantic vector search makes the product catalog searchable by meaning. A customer description like “the blue screws for the switch cabinets” gets matched to the right product, regardless of whether the exact wording appears in the catalog.
Native Magento integration means direct access to customers, orders, products and stock levels through native service contracts, with no middleware and no REST overhead.
| Layer | Technology |
| E-commerce | Magento 2 (native service contracts, no REST overhead) |
| Language model | Large language model (LLM, structured JSON output) |
| Embeddings | Specialized embedding model |
| Vector database | Managed vector database |
| Inbound | IMAP (email) and WhatsApp Business API |
| Outbound | SMTP (TLS, inline CID images) and WhatsApp |
| Persistence | Magento database |
Scope of Service
Installation, Configuration and Ongoing Operation, Available as a Fully Managed Service on Request
Initial setup. Installation and configuration in your Magento 2 environment, covering API keys, product indexing, mail flow setup and acceptance testing.
Prompt engineering. Calibrating the system to your product language, industry abbreviations and SKU formats, and fine tuning confidence thresholds for automatic order creation.
Catalog audit. Reviewing product data for completeness and consistency, as the foundation for accurate semantic search.
Search quality and match rate. Tuning search logic based on catalog size and product complexity, so the right product gets matched even from vague or incomplete descriptions.
Conversation analysis. Ongoing evaluation of follow up rates and drop off points, feeding continuous improvement of recognition quality.
ERP integration. Connecting to SAP, Dynamics, Odoo or Navision, tied into your existing approval workflows.
DSGVO compliant deployments. On premises setup with locally hosted language models and vector database, for maximum data control.
Proactive outreach. Automatic reorder reminders, stock alerts and price change notifications based on each customer’s individual order history.
Change management and onboarding. Rollout support for your buyers, along with admin training for your shop operators.
FAQs: Conversational B2B Commerce Module
A Magento 2 module that implements a complete conversational commerce engine. Your customers can order, ask about products and check order information by email or WhatsApp, with no login and no shop navigation required. The AI processes the request and creates a real order in Magento, then replies automatically.
The module is built for Magento 2.4.x. If you’re running an older version, get in touch and we’ll check compatibility and what adaptation would be needed.
The module asks a targeted follow up question before creating an order. An order is only created automatically once the intent has been recognized with high confidence, and the confidence threshold itself is configurable.
In standard operation, only the message text is sent for AI processing. No order histories, customer master data or product pricing ever reach external systems. For maximum control, we also offer deployments hosted entirely on your own premises, where no data leaves your infrastructure at all.
A standard installation, including product indexing and a mail flow test, is completed in one to three days. More complex setups involving ERP integration or on premises hosting are quoted individually.
Yes. Semantic search is built for large catalogs, and incremental indexing ensures new and changed products become available quickly.
We put together a quote based on your setup, your catalog size and the scope of service you need. Just get in touch.
Yes, the module can be operated independently. For best results, particularly around prompt engineering and search calibration, we recommend starting out with professional support.
Contact and Support
Zwernemann Medienentwicklung
D-79730 Murg
If you have questions, run into an issue, or have an idea for a new feature, reach out any time.