We're talking to you about BtoB e-commerce, but you haven't taken the plunge yet? Are you still hesitant because you're not completely convinced or you don't know where to start? This article will help you see things more clearly and will allow you to understand the advantages of using online commerce for your business. Because yes, e-commerce can help you reach a new level in the marketing of your offer and it can also help you make substantial savings.
Did you know?
The Federation of e-commerce and distance selling (FEVAD) revealed the key figures for e-commerce in its 2022 study and we note an increase in BtoB sales of 16% in 2021 and 19.6% in the first quarter of 2022 alone! The reason for this craze? The Covid crisis which has greatly accelerated the digitalization of commerce among professionals and changed their outlook on e-commerce. Customer and supplier relations have certainly resumed in person, but are now continuing online. Today, the choice of a supplier is increasingly correlated to the accessibility of its online offer (consultation of the catalog, stock availability, possibility of placing an order online easily, order tracking, personalized prices, etc.).
BtoB e-commerce is therefore crucial for your business and we explain why.
BtoB vs BtoC e-commerce are there really any differences?
The question is legitimate, especially when we consider that buyers in BtoC are sellers in BtoB. If the creation of an e-commerce site must be approached in the same way because the basic approach is the same: selecting products from a catalog while benefiting from the best possible prices with fast and secure delivery, the differences are there. Specific features specific to BtoB e-commerce must be taken into account in inter-company online commerce, which radically distinguishes it from the BtoC approach.
Let's see together how BtoB e-commerce can help you reach a new level in the marketing of your offer and how it is establishing itself today as an essential element of your omnichannel approach.
An attractive site but not only…
If BtoC e-commerce sites play on seduction and simplicity, BtoB e-commerce sites must apply the card of organizing detailed, technical and personalized content without obviously forgetting the little aesthetic touch that makes it attractive and differentiates it. By connecting to their personalized space on your BtoB e-commerce site, the buyer must enter their own virtual store and find all the products they are used to ordering under the commercial conditions that have been set in advance. The requirements of BtoB buyers will focus on the personalization of their space, their commercial conditions and the possibility – at any time – of having physical contact if they feel the need. The interface with the company's ERP is also key! More precisely, a BtoB e-commerce site must provide a greater degree of detail than on a BtoC site.
A tailor-made strategy.
A successful BtoB E-commerce strategy is based on the personalization of the customer approach. Indeed, the buyer must find in his private space, his quotes, his products ordered, his negotiated commercial conditions, etc.
An effective BtoB site must allow the buyer
- to consult detailed and precise informative product sheets: Characteristics, variants, supplier reference, customs information, EAN13 code, etc.
- to carry out precise product searches using filters (by brands, product categories and subcategories, prices, colors, etc.)
- to request a sample in order to test the product before ordering it in bulk.
- to securely manage your payments online and also offline
- to track your order in real time
- to have sales prices, quantity discounts and payment conditions that adapt to your profile and are confidential
- …
The personalized approach is one of the keys to success and it also guarantees a privileged and lasting relationship.
It’s difficult to set up a successful BtoB e-commerce site without having anticipated it with a specialized web agency.
A smooth customer experience
To be effective, BtoB e-commerce must obviously offer all the advantages provided by the digital tools included in dedicated platforms, such as the BigCommerce platform. To go even further, you must work on the user interface (UI) which is at the heart of BtoB e-commerce, without neglecting the customer experience (UX) which deserves special attention. These two components are major in BtoB online sales. (read also our special article Ux/Ui)
If these conditions are met, you are guaranteed a smooth and winning customer experience.
BtoB e-commerce, an essential commercial asset
Do you still have doubts? Here are some arguments that should convince you.
Thanks to BtoB e-commerce:
You stand out from the competition
In a study “The B2B Millennial Buyer Survey Report” (Demand Gen Report / Mx Group). 55% of those surveyed say that a successful digital experience is a determining criterion in choosing a BtoB online supplier.
You broaden your target
By using e-commerce as a complementary sales channel, you reach a wider audience. Studies show that BtoB buyers expect suppliers to have an online presence and not only via a site but also via social networks. Indeed, B2B buyers have adopted the codes of BtoC buyers. Today, BtoB sellers need to integrate it. Thanks to an effective and omnichannel BtoB e-commerce strategy, you reach wider and fairer!
You increase the basket of your current customers
BtoB e-commerce not only allows you to develop your prospect base, but also allows you to better develop the purchasing potential of your customers. How ? By easily implementing an automated referral program for cross-sells and upsells. Based on their orders, you can also suggest different products to your customers that they may not have thought of.
You increase your customer satisfaction
Your customers can order from anywhere, at any time to instantly meet their replenishment needs. By giving them this autonomy, you give them a better experience and better service.
You motivate your internal teams
By reducing the time spent entering orders, you offer your teams the opportunity to concentrate more on tasks with high added value: customer advice, commercial relations, setting up commercial operations, field visits. This way you can reduce your costs directly linked to administrative tasks.
You analyze for more performance and results
Thanks to the dashboards of BtoB e-commerce platforms, you collect all the essential data for analyzing your commercial efficiency. You also get navigation data on your site and you can adjust the content of your pages to increase customer engagement. This feature will play a key role in optimizing your site. You have instant monitoring of your actions and your sales. Analytics will help you identify what’s working and what’s not working for your business. You adapt, you adjust.
To conclude
BtoB e-commerce should not be considered today as a gadget but as an essential business opportunity. To succeed in BtoB e-commerce, you must have a solid strategy, a good digital partner and suitable tools. By doing this, your business can reach a wider audience and drive sales. It is important to keep in mind that BtoB e-commerce is a growing sector. Don't let the train pass!