Digitization is not only changing the way companies sell their products and services to customers, but also how companies sell to other companies through B2B ecommerce. Thus, we have before us a new panorama in the world of B2B.
Today, like all of us, business buyers require only one search on Amazon, and they can easily find all kinds of products, of all quality and all prices, coming from unknown suppliers with whom they do not have to interact. This of course represents a threat to your traditional sales channels, but it can also be a great opportunity.
Ecommerce has a great growth in the coming years.
The annual increase in electronic commerce in the world is proof that purchasing habits will continue to advance along the “online” path and there is no going back. A recent study by the consulting firm Frost & Sullivan confirms this growth and forecasts that global eCommerce sales will reach 9.8 billion dollars in 2020.
Faced with this, companies are finally understanding the great advantages of ecommerce, and above all that they cannot ignore this phenomenon if they want to stay alive. In recent years they have seen that by using it they can significantly improve customer satisfaction, increase their sales by having a new channel to do so, and therefore improve profitability. Now we have to educate B2B business models about these advantages, who have still been somewhat hesitant to implement it.
One of the great advantages is that when B2B e-commerce is successful, it allows companies to access new markets and attract new customers. In fact, the same Frost & Sullivan study claims that by 2020, the volume of e-commerce between businesses will be 50% higher than between businesses and consumers.
This scenario implies that B2B companies must add an ecommerce platform to their strategy and adapt to the demands of their online customers as soon as possible. Today’s shoppers, whether business or individual, expect a consistent and personalized experience at every stage of the buying process.
One of the keys is to use an e-commerce platform that has up-to-date functionality, but is also fast enough to adapt to continuous business changes. The truth is that traditional B2B software is no longer performing or meeting all needs.
My recommendation for those companies that are about to implement a B2B ecommerce platform is to make sure that they offer the following:
- An advanced, accurate and fast search.
- Have a private area where the customer can download and access their history of orders and invoices.
- Show opinions of other buyers.
- Making personalized offers to each client is important, so a good tactic is to create different strategies according to each client. such as prices, payments, terms, etc.
- Promotions and special prices adapted to the needs of customers.
- Optimizing the experience for mobile devices.
Technology has become a crucial element in digitizing any B2B business. Those players who do not bet on platforms for B2B ecommerce may lose their place in the market, for not knowing how to take advantage of the business opportunities, simplicity and efficiency that online communication offers.