In the interview, Luedi criticized Oracle's approach to the market, saying its many acquisitions in the sector make it difficult for customers to piece together a complete package of commerce tools. In contrast, Hybris provides a single stack that is "much easier to deploy and customize," he claimed.
An Oracle spokeswoman declined to comment on Luedi's remarks.
Meanwhile, other plans for Hybris include a push into more verticals outside the "obvious" one of retail, Becher said Tuesday. Other targets will include manufacturing, banking and financial services.
SAP also intends to couple Hybris with its Ariba online supplier network, which hundreds of thousands of companies use to buy products.
In addition, SAP will begin pushing Hybris into new geographic territories, particularly China, Becher said.
Ultimately, SAP's strategy speaks to a world where traditional notions of B2B and B2C commerce "are dead," said analyst Ray Wang, CEO of Constellation Research. "It's about personalized commerce."
While SAP will be able to "get a good start with Hybris," there are many other related acquisitions it could still make, he added. "SAP's missing identity, payment technologies, and a few other digital enablers like signatures and mobile wallets."
Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com