How to leverage on the opportunities presented by B2B eCommerce market?

Posted Under: e-commerce

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As seen from The Forrester Wave™: B2B Commerce Suites, Q4 2013 report, B2B eCommerce is a rapidly expanding market. Last year only it was expected to reach $559 billion by the end of 2013. This significant opportunity has been recognized by Internet giants Amazon and Google, who have ventured into the B2B e-commerce arena last year.

To be a success in the B2B market the fundamentals are the same – what works for consumers when using a B2C (business to consumer) site, are just the same in the B2B (business to business) world. So,appealing layout, functional navigation and search functionality are all essential. But B2B sites that become even more lucrative are those that use B2C techniques to deliver online experiences that “transcend the transaction” — these include personalisation, long-tail selection, simplified logins and varied pricing strategies.

There are some key differences which lead to different functional and user experience needs: order values are often greater, the number of orders per customer is often larger (i.e. bulk buying) as are the quantities of orders. There are usually a myriad of payment options and shipping costs that need to be considered. It’s important that your eCommerce platform supports these key B2B differences, your pricing strategy out of the box and easily integrates with your business systems.

Most common “how to’s” faced by companies implementing B2B eCommerce processes include:

  • Make it is easy for our customers to navigate our website with such a massive product range?
  • Optimise my user experience with such a deep category structure?
  • Build stronger direct relationships with my already-acquired customers & gain more repeat orders?
  • Prevent competitors from capturing our market share?
  • Create branded, white-label sites for multiple trading partners?
  • Build customer engagement and loyalty through multiple channels?
  • Help my distributors sell more?
  • Get the right price in front of the right customer?
  • Stay ahead of the curve?

Regardless of your position in the B2B sales cycle, i.e. whether you sell direct to other businesses, through distributors or resellers, or you are in the middle of the demand chain, we can help you shorten your B2B sales cycle and increase your revenue by creating a sophisticated eCommerce website that will help you capture, engage and convert your visitors.

Posted by : Abhishek Agarwal Date : March 25, 2014

Abhishek Agarwal is Co-founder and CEO of Rightway Solution and Leads Business Development and Marketing Initiatives.

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