As the eCommerce business grows, B2B commerce has also shifted towards consumerization and digitalization of buying. Several businesses have had to go digital, as they are no longer doing business through trade fairs and direct contacts. The points of contact with customers have changed radically. This is why B2B eCommerce solutions have become increasingly popular in recent years.
In the B2B business, eCommerce offers huge opportunities for improving efficiency, opening up new territories and internationalization, as well as facilitating the customer’s buying process. But what should a B2B eCommerce planner consider before embarking on the project?
Myth: B2B eCommerce does not work for our products
In B2B, it is particularly smart to do smaller deals online, so that salespeople’s resources can be focused on closing bigger deals. This improves profitability by generating smaller, low-threshold transactions online. However, B2B eCommerce is subject to certain peculiarities, and therefore the idea of B2B eCommerce is often considered even impossible. This is the myth we want to bust.
The most typical challenges encountered when planning B2B eCommerce are the complex pricing of products or services, the importance of personalized sales, and the buying habits of customers. However, service design can be used to turn traditional B2 products and services into clear and easy-to-buy packages for the eCommerce shelf. Through service design, answers are sought to the questions of who to sell to, what to sell, how to sell, and where to sell.
Like consumers, B2B clients value the ease, speed and clarity of buying. The eCommerce side has the potential to serve customers even better than traditional sales channels. Thanks to B2B eCommerce, buying is no longer tied to office hours or a specific contact person, but the eCommerce serves the customer when they need it. This is possible, for example, through customized product and service ranges and prices for specific customers or customer groups.
While B2B eCommerce makes the customer’s shopping experience more straightforward and standardized, the merchant also benefits from efficient and profitable trading. B2B eCommerce can also provide a clear competitive advantage if other businesses in the sector have not yet seized the opportunity.
B2B eCommerce needs systems that work with it
When building a B2B eCommerce site, we should keep in mind that it is rarely just a eCommerce platform. Often, an online retailer benefits from an ERP system and a product information management system, for example, which can bring the desire level of consumerization to B2B shopping, ensuring that all the legalities of B2B commerce are maintained, and the level of automation increases.
For example, a PIM, or product information management system, can be used to create customer-specific selections for B2B eCommerce, and can serve as a source of critical information for the ERP system without affecting the operation of the eCommerce.
The important thing is to be able to distinguish and define the right system for each functionality. Often, the crowning glory of a B2B eCommerce and PIM is the ERP, which serves as a reliable source of, among other things, the transport companies that are important for B2B trade and the supply of products subject to authorization. PIM is at the heart of all this, automatically assigning the right products to the ERP with the right delivery methods.
Is B2B eCommerce topical for you?
Does building a B2B eCommerce cause headache? Book a free chat with one of our eCommerce experts, and let’s solve your challenges together. Our experts are also happy to help you improve the efficiency and maximize the results of your existing eCommerce.
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