According to FEVAD (e-commerce and distance selling federation), B2B e-commerce is one of the top priorities for companies whose business is based on the purchase or sale of goods and/or services to other companies. The latter understand that it is a channel for acquiring new customers and an important growth driver, which will undoubtedly make a difference compared to their competitors.
Adapting to the new purchasing behaviors of B2B players
Although B2B e-commerce is experiencing spectacular growth, many companies are still reluctant to prioritize its development. They prefer to rely on its proven traditional methods, but then accumulate a sometimes critical delay compared to competitors banking on all the innovations enabled by this sales channel.
The main belief that is holding back the implementation of e-commerce is the following: “personal interactions are essential to build strong relationships with customers and understand their specific needs”. Obviously, personal interactions are important in many cases, and it is not a question of getting rid of them (at least not completely). On the other hand, digital allows us to adapt to the new purchasing methods of B2B players, a large part of whom are part of the Millennial generation (and those that follow). This is a demand on their part. Also, and perhaps above all, B2B e-commerce allows us to understand the specific needs of each customer in a much more relevant way – thanks to data.
If you are a B2B player looking to launch your platform or improve your e-commerce strategy, this article is for you.
The specificities of B2B e-commerce
This section explores the specifics of B2B commerce (and e-commerce), covering topics such as the personalization of offers, longer sales cycles, and the need for robust logistics. We will also look at how customer service, marketing strategies, and regulatory compliance play critical roles in the success of B2B companies.
The target audience in B2B e-commerce
In B2B e-commerce, businesses sell to other businesses. Their target customers are therefore businesses themselves, rather than individuals. B2B businesses acquire products or services for their internal operations, for resale, or for use in their production process.
Here are some examples of B2B players:
- Manufacturers;
- Wholesalers;
- Distributors;
- Resellers;
- Retailers;
- Organizations (an association, a university, etc.).
The more complex decision-making process of B2B players
The corporate purchasing process often involves multiple decision makers and additional validation steps, such as committees or purchasing departments. Sales cycles are therefore often longer.
Larger Orders and Customization
B2B orders are typically larger in volume and value. Additionally, there may be specific customization needs to meet the requirements of business customers.
Long-term relationships in B2B
B2B commerce focuses on long-term relationships. B2B customers are looking for stable partnerships and reliable suppliers with whom they can work in the long term.
Personalized pricing and negotiation
Unlike B2C, where prices are typically fixed, B2B transactions often involve negotiations and customized pricing based on purchase volume or other factors.
B2B Customer Service
Buyers demand quality customer service. Suppliers must be able to solve complex problems and provide solutions quickly and efficiently.
Logistics and supply chain
B2B e-commerce requires robust and flexible logistics to manage large orders, regular deliveries, and sometimes specific storage conditions.
Regulation and compliance in B2B
B2B transactions may involve compliance with specific regulations, such as security standards, legal requirements or certifications.
Differentiated marketing approach
B2B marketing relies more on informative content, relationship building, and networking, with channels like trade shows, webinars, and content marketing. In this article, you’ll find a list of Shopify tools that can help you set up a good marketing strategy .
2) What is the point of focusing on B2B e-commerce?
B2B e-commerce is no longer an optional channel, but has become a key enabler of growth and transformation for many businesses. The following paragraphs explain why betting on B2B e-commerce can offer significant benefits.
Cost reduction through B2B e-commerce
Implementing a B2B e-commerce platform can reduce costs related to personnel, infrastructure, and overhead. Automating sales processes and operations reduces the need for large staff and huge offices.
Automation and efficiency of a B2B e-commerce platform
B2B eCommerce platforms offer a high level of automation, which improves the efficiency of operations. This includes order management, invoicing, inventory tracking, and many other processes. As a result, employees see an increase in productivity as they spend less time on manual and repetitive tasks.
Eliminating the middleman
With B2B e-commerce, businesses can reduce their reliance on middlemen, such as wholesalers. This opens up vast avenues for growth by allowing businesses to better control their supply chain and sell directly to customers they couldn’t reach before.
B2B e-commerce: 24/7
Being present 24/7 provides constant sales opportunities, unlike traditional sales channels that are limited by opening hours. It also means that businesses can expand their customer base without having to invest heavily in additional human resources or physical infrastructure.
Catalog and quick access to products
One of the major advantages of B2B e-commerce is the ease of finding products in the catalog, since customers can do it online, using advanced search tools, and applying filters to quickly identify the product(s) they need. This reduces the time spent on this goal and facilitates the purchasing process. Customers can also access detailed product descriptions, customer reviews, and recommendations to make informed purchasing decisions. On this subject, this link takes you to a detailed explanation of setting up a product catalog and managing it in Shopify .
Personalized experience through B2B e-commerce
Contrary to what some might think, B2B e-commerce is not just about putting a catalog online. Modern platforms allow for the personalization of the sales, communication, and marketing experience for each customer. Companies can offer targeted promotions, personalized product recommendations, and tailored offers based on customer purchasing behaviors and preferences. This also helps build customer loyalty.
Connections and integrations to a B2B e-commerce store
B2B e-commerce platforms can connect directly to systems like ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management). This makes it easier to manage orders, invoicing, and track customers.
Changing purchasing habits due to B2B e-commerce
B2B buyers now want a more direct and easy buying experience, without necessarily having to go through a salesperson. They want access to the products they need at any time, from any location, with flexible payment and delivery options. B2B e-commerce platforms meet these new expectations.
Improving Data Management Through B2B E-Commerce
B2B eCommerce enables better management of customer data. Businesses can collect, analyze, and use this data to improve their sales and marketing strategies with Shopify . This paves the way for more informed decision-making and more targeted marketing campaigns.
Simplified billing with various options
B2B e-commerce makes it easier to bill customers by offering them a wide range of options. Customers can choose from multiple payment methods, such as credit cards, bank transfers, or electronic payment systems. E-commerce platforms also allow for the automation of invoices, flexible payment plans, and the management of discounts or credits. This speeds up the invoicing process and reduces errors, contributing to a better customer experience.
Conversion rate optimization through personalized highlights
B2B e-commerce platforms allow businesses to optimize their conversion rate through targeted promotions. They can analyze customer purchasing behaviors and automatically offer products, special offers, discounts, or additional quantities at a more attractive price.
B2B e-commerce customer loyalty
Customer loyalty is a critical part of B2B commerce success. E-commerce platforms allow businesses to create loyalty programs and proactively communicate with customers . This can include follow-up emails, emails with personalized recommendations, or rewards for loyal customers. A high level of personalization and interaction helps build lasting relationships with customers.
Digitalization of administrative processes
Digitizing administrative processes is another key benefit of B2B e-commerce. Companies can automate tasks such as invoicing, compliance monitoring, quote requests, and order placement. This speeds up processes and reduces the risk of human errors. In addition, digital documents can be stored securely and shared easily, improving collaboration between different stakeholders in the company.
In short, B2B e-commerce is transforming the way businesses operate, providing them with tools to reduce costs, increase efficiency, reach new markets, and improve the customer experience.
B2B e-commerce features
In this section, we will show you the features that allow B2B e-commerce sites to function optimally, and that offer a smooth and personalized user experience. This can serve as a basis for creating specifications and a brief in the case of creating or redesigning your B2B e-commerce store.
User Authentication
To create a robust B2B system, it is essential to include key features related to authentication and user management. This involves creating secure accounts, protected logins, and mechanisms for managing roles and permissions. Automated processes can also be put in place to verify new registrants, ensuring that only authenticated users have access to the system.
Complete product catalogs online
A comprehensive product catalog is crucial for a B2B site, with smart search and advanced filter features, the ability to customize products, and responsive navigation with featured products. These features make it easy for customers to find what they’re looking for and discover new deals.
Order management via the B2B e-commerce platform
Order management in B2B should be smooth and efficient. This includes order tracking, the ability to view purchase history, and features to cancel or modify orders. An added benefit for B2B customers is the ability to repurchase a previous order with a single click, making repeat purchases easier.
Custom prices
Pricing in B2B is often customized to meet specific customer needs. This can include tailored pricing, negotiations, and discounts for volume or loyal customers. This flexibility in pricing encourages long-term relationships and strong partnerships.
Payment features of your B2B e-commerce store
Payment features for B2B customers must be varied and adapted to the needs of businesses: credit cards, transfers, specific payment terms, etc. Automated invoicing is an asset to guarantee fast and efficient transactions.
ERP/CRM integration specifically for B2B e-commerce
Integration with ERP/CRM systems allows the B2B site to be connected to the company's internal systems. This ensures real-time synchronization of customer and product data, as well as efficient inventory management. This integration ensures better coordination and accurate monitoring of operations.
Shipping and logistics management
Shipping and logistics management is another crucial aspect of B2B. Customers should have access to flexible delivery options, shipment tracking tools, and procedures for handling returns and exchanges. These features contribute to a smooth and reliable customer experience.
Dashboards and Reports
Dashboards and reports provide detailed sales analytics and help track business performance. Custom reports can be generated to help with decision making and adjusting business strategies.
Communication and customer support specific to B2B e-commerce
Effective customer support is imperative in B2B e-commerce. This can include support ticketing systems, live chats, and telephone helplines. It is also important to allow a salesperson or advisor to take over quickly if necessary, to resolve complex issues.
Loyalty programs and promotions
Loyalty programs and promotions can boost sales and strengthen customer relationships. Examples include special offers, loyalty points, and personalized promotional campaigns.
Document management via your B2B e-commerce platform
Document management is another key aspect. This includes generating quotes, electronic invoices, and technical product documentation. These features simplify operations and facilitate interactions between customers and the company.
Security and compliance of your online store
Enhanced security protocols, compliance with legal standards, and data backups and restorations ensure the protection of sensitive information.
Optimized user experience
To provide an optimized user experience, the site design must be responsive and adapted to mobiles and tablets. Intuitive navigation and user interface customization options contribute to a pleasant and engaging experience.
Marketing and Personalization Tools
Marketing and personalization tools enable B2B companies to recommend products, run email marketing campaigns, and integrate social media. This drives customer engagement and sales growth.
Making product comparison easier
Compare features and side-by-side viewing of product features make it easy to quickly compare different options.
Internationalization
Internationalization is key for B2B companies operating in global markets. Multiple currency management, preferred language selection, and compliance with local regulations help meet the needs of international customers.
B2B E-COMMERCE IS A GROWTH ENGINE FOR COMPANIES
As we’ve seen in this article, B2B e-commerce is profoundly transforming the way businesses interact with their customers, manage their operations, and drive growth. By investing in this channel, companies can not only remain competitive, but also position themselves as leaders in their industry. This is an opportunity to build strong relationships, streamline operations, and embrace the technological innovations that are shaping the future of B2B commerce.
In this article, we have taken care to clearly distinguish B2B e-commerce from B2C e-commerce. However, the best practices of B2C are valid in the vast majority of cases, particularly with regard to user experience and strategies for optimizing conversions. You will find an article on optimizing the conversion rate of your e-commerce that will surely be very useful to you in completing your strategy.
