SAP is set to acquire Swiss e-commerce and logistics management firm Hybris in a deal reportedly worth at least $1bn (£650m).
SAP said the acquisition will allow it to begin focusing on optimising the customer experience for businesses and consumers across its growing enterprise delivery channels, devices and "touch points".
""Hybris puts SAP on the leading edge of the consumer economy," said SAP co-CEOs Bill McDermott and Jim Hagemann Snabe in a statement.
"With Hybris, SAP has made a decisive move to raise the stakes in customer relationship management and define the next generation customer experience."
The deal comes just a day after rival enterprise solutions firm Salesforce made a marketing company purchase of its own, picking up ExactTarget for a reported $2.5bn (£1.6bn).
In a statement, SAP said e-commerce is "growing at more than twice the rate of the retail industry", and that the sector "is increasingly recognised as a critical capability in identifying, winning and growing profitable customer relationships".
The e-commerce tools are expected to be available both on-premise and via the cloud.
The deal is expected to close in Q3 2013, with Hybris said to be intending to keep its current management team.