B2B is, Digitally-Speaking, Miles Away from Retail eCommerce

The CEO of a B2B company who has never seen an effective B2B platform may have a tough time understanding how eCommerce fits into their business. They will see eCommerce through the lens of Amazon or other B2C platforms that accommodate a general public.

But a well-done B2B platform should be seen and understood as a toolset for propelling sales while increasing transaction efficiency and effectiveness.

The CEO knows they have complicated sales, long-standing relationships and established practices. Their company may have been doing business on clipboards since the beginning so where does a transactional website fit in?

Understandably unsure of how to proceed, we’ve heard CEOs say “let’s build something on Shopify.” But a simple storefront won’t cut it; B2B requires a different layer.

B2B eCommerce is All About Customer Simplification

As eCommerce expands, the sales representatives do not go away! No, the B2B website must make the sales rep’s lives easier by:

  • Accommodating different client-side roles and buyers
  • Giving the sales reps and management more visibility into the customer experience and when they are losing sales
  • Enabling sales reps to build shopping lists for clients and simple ways for clients to complete repeat transactions.

The internal workflow gets easier and the client has a smooth, consistent and helpful buying experience.

Is it Going to Cost Me?

To achieve this level of integrated personalized functionality do you need to spend more money? In a word, yes. The investment is incremental when compared to B2C eCommerce but the upside is exponential.

What Results Can I Expect from my B2B eCommerce Investment?

The insight and self-service capabilities that you can achieve with today’s B2B eCommerce platforms is amazing. You are not only gaining insight into online research and buying behaviors, but you are also seeing clear and real-time indicators of how your sales reps interact with your clients. You can leverage this new digital channel to simplify the customer experience. Not only does it simplify the experience, but it also costs less and delivers more value.

At Absolunet, we help brands, manufacturers and distributors achieve their commercial ambitions using proven digital strategies, business acumen and an unmatched eCommerce expertise. For more insight, look into our Branded Manufacturers section – Wholesalers, this way

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