SAP CX Trends 2025: What Every B2B Company Needs to Know
Spadoom Editorial
SAP CX Practice
The SAP Customer Experience portfolio has never evolved faster. After years of steady product maturity, 2025 marks a genuine inflection point — driven by embedded AI, architectural flexibility, and a renewed focus on data unification.
Here are the five trends we’re seeing most prominently across our customer engagements.
1. AI-Augmented Selling in SAP Sales Cloud V2
The migration from Sales Cloud V1 (C4C) to V2 is accelerating, and the driver isn’t features — it’s AI. V2’s native integration with SAP Joule brings conversational AI directly into the sales rep’s workflow: deal coaching, call summaries, and next-best-action recommendations.
Organisations that complete the V2 migration in 2025 will be positioned to take advantage of these capabilities as they reach production maturity later in the year.
2. Composable Commerce as the Default Architecture
Headless is no longer experimental. The majority of new SAP Commerce Cloud projects we’re scoping are composable-first — using SAP Commerce as the commerce engine while decoupling the storefront layer (Spartacus, custom Vue.js/React, or a DXP).
This approach gives brands the flexibility to evolve their frontend independently while keeping enterprise-grade order management and product content in Commerce Cloud.
3. Customer Data Platform Becomes Central Infrastructure
The CDP was once a nice-to-have for marketing teams. In 2025, it’s emerging as the integration backbone between commerce, service, and marketing. Brands that have a unified customer profile can act on real-time signals — cart abandonment, support escalations, churn risk — across every touchpoint simultaneously.
SAP CDP’s native connectors to Emarsys, Commerce Cloud, and Service Cloud make it the obvious choice for SAP-centric organisations.
4. Emarsys for B2B Loyalty
Emarsys built its reputation in B2C retail, but we’re now seeing significant adoption in B2B — particularly for distributor loyalty programmes, partner enablement campaigns, and re-engagement workflows.
The combination of Emarsys’s AI-driven personalisation with B2B-specific segments (purchase frequency, product category affinity, account-level data) produces measurable uplift in repeat business.
5. Integration Complexity as the #1 Project Risk
Across every category — CRM, service, commerce, marketing — the most common project challenge remains integration. The number of touchpoints between SAP CX products, SAP ERP, and non-SAP systems continues to grow.
Organisations investing in SAP Integration Suite as a managed integration layer are consistently delivering faster and with fewer post-go-live incidents.
Spadoom is an SAP Gold Partner specialising in the full SAP CX portfolio. If you’d like to discuss how these trends apply to your organisation, get in touch.