The tech stack of eCommerce has grown so much that you require several middlewares, with the middle being different for each of them. Also, the middle keep shifting as time advances, and as a result, the architecture changes accordingly. Guided selling has been one area in which it is hard to pinpoint where it would fit in the architecture, although it plays a crucial role in providing tailored experiences for users who might not know what they are looking for. Also, let’s admit that the search experience is completely broken, with the number of product categories and options available for the consumers, making the experience confusing.In today's episode, our guest, Lamees Butt, discusses the importance of guided search and how that provides a cutting-edge digital commerce experience. She also discusses several stories about the Zoovo platform and how that resulted in the eCommerce experience for B2B companies. Finally, she discusses the difference between several technologies, such as PIM, ERP, modern search platforms, and middleware.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.