One of Natural Beauty's main objectives is to operate a supply chain management system and customer relationship management system that is efficient and cost-effective. In today's world, customers are becoming more and more demanding as the importance of cost reduction increases. Supply chains are becoming increasingly complex due to globalization and the use of global partners and resellers. Web 2.0 technologies such as cloud computing and SaaS are rapidly gaining popularity and are proving more beneficial to businesses that run their own business applications instead of hosting their own servers and software. Software as a Service (SaaS) is a cloud service where users are able to use the Internet to use different software such as supply chain management applications. If Natural Beauty were to use SaaS, it would only have to pay for the applications it uses because the software is distributed based on what the company requires. This would minimize costs without sacrificing quality. Natural Beauty has manufacturing facilities, vendors, suppliers, manufacturers and retailers across Australia, as well as numerous new overseas outlets. It is clear that there are several organizations involved in this supply chain and therefore proper communication and centralization of data is a necessity. SaaS allows users to create personal profiles by giving them access to the specific area of ​​the software relevant to their role. This means that all supply chain partner needs are met using a single system. One of the many challenges faced by companies like Natural Beauty is poor collaboration due to the lack of compatibility between the different platforms and applications used by different participants in th...... middle of paper...... to improve the service customers, retain current customers and attract new ones. Web 2.0 technologies will enhance the role customers play and the influence they have on Natural Beauty's business strategy and products. Natural Beauty can use crowdsourcing to improve customer relationships. Customers and supply chain partners can use websites similar to digg.com to rate current products and share ideas for future ones. This way Natural Beauty can keep track of which products are in demand and adapt their production accordingly, as well as launch new products. It is evident that the use of various web 2.0 technologies will improve every aspect of Natural Beauty's supply chain management and customer relationship management. systems and this is fundamental to guarantee the company a functional and efficient supply network.