30 septembre 2021
In recent years, B2B e-commerce has become more and more important. The turnover of B2B e-commerce has recently exceeded that of B2C e-commerce. However, online sales remain marginal in the B2B sector. However, getting into online sales is becoming more and more essential for businesses. Consumer habits are changing, and those of the same people in their professional context too! To succeed in your digital strategy, you must ensure that you have an innovative e-commerce site adapted to your customers.
In B2B, one of the particular and fundamental elements remains the pricing policy, always personalized and specific to each client. So how to manage prices on your B2B e-commerce site? This is the subject we are addressing today.
Politique de prix traditionnelle en B2B
Traditionally, each professional buyer negotiates their prices with the company based on different criteria (quantity purchased, loyalty, etc.).
Each customer therefore has their specific prices, which they will have negotiated beforehand with the seller. He also gets access to personalized offers and promotions.
Fundamental practice of B2B sales, if you launch into online sales, your customer must be able to find their negotiated prices when they connect to your interface. Your customer will never order online if he is not sure of finding all the conditions he previously negotiated with you.
Therefore, in order to maintain and retain your customers, your e-commerce site must offer this customization capability.
Many tend to think that selling online will no longer allow them to personalize prices, thinking that it is not possible to apply the prices negotiated with their customers via an e-commerce site.
With BigCommerce, it’s possible!
Creating customer groups and pricing segmentation on BigCommerce
BigCommerce offers the creation of groups allowing segmenting customers according to their negotiated pricing conditions. In fact, you can classify your customers by segments or groups with the customer group functionality available on certain BigCommerce programs.
By associating a customer with a unique customer group, you will be able to automatically personalize their experience on the site. You will be able to directly assign prices, product recommendations and discounts using the integrated price list functionality.
For example, it will be possible to create a loyalty group in which you will provide access to specific products or categories at reduced rates. You can also create a dedicated wholesale group to provide access to specific product categories without making them visible to retail customers.
With this segmentation, each customer sees their prices without seeing the prices negotiated with your other customers! This constitutes a real advantage for both sellers and customers.
Therefore, the problem encountered in the implementation of certain BtoB e-commerce solutions on the market is the volume caused by the management of these specific prices.
Let's imagine a company with a catalog of 20,000 product references and 1,000 active customers. If the solution is not correctly architected, it will be necessary to multiply the number of product references by the number of specific customer conditions to obtain all possible price combinations.
The advantage of BigCommerce is to offer this functionality as standard in an Open SaaS model, which means that the size of the infrastructure and its adaptation according to the volume are taken care of by the publisher. All infrastructure is directly managed by BigCommerce in the Google cloud.
To finish
Thus, the management of customer prices is possible within the framework of online sales. The features offered by BigCommerce perfectly meet this need for customization, which makes this solution the most powerful e-commerce interface on the market.
Other BtoB features are also offered in BigCommerce. They will be the subject of future articles, in particular on the possibilities of managing buyer profiles for each customer.
While waiting for our next articles, you can discover the entire BigCommerce offer by consulting our BtoB e-commerce page!
You might also like
News, trends, tools, advice: our blog so you don't miss anything about the web and AI.