Business-to-business (B2B) online commerce is on the verge of major changes as the growth of technology, customers and business models used pose a challenge to existing online business paradigms. To remain competitive, increase visibility among other stakeholders, and create strong software and infrastructure services, vendors must prioritize mobile and omnichannel strategies. They must also aggressively invest in the experience of B2B customers, offering customized services focusing on hypermarkets, assisted sales and omnichannel presence.
Studies and researches predict the B2B market will outgrow the business-to-consumer (B2C) market by 2025, marking the beginning of an important transformation for B2B.
Here are some strategies you can adop to build a sucessful ecommerce B2B.
1. Segment Customers And Create Dedicated Price Lists
Divide customers into different categories based on the volume of business and the agreed discounts.
Offer the possibility to show only certain products according to the needs of each customer. If a company is selling crossbow, customers that are interested in just a light crossbow, for example, can be segmented into a specific list with dedicated discounts, conditions and special rates.
2. Management Of Recurring Orders
Help customers with the ability to store the purchase history. In this way, it becomes easy and quick to reorder the same items. The system should also automatically communicate when prices are changed.
Facilitate the control of purchase prices – a form of transparency and seriousness in the management of business that will surely be appreciated by your customers.
3. Locate The Platform When You Export
If you sell in different countries with different currencies or units of measure, your ecommerce system should automatically propose the ‘local’ settings of the customer who buys.
The same applies to the VAT calculation methods that must already be corrected for the target market.
4. Call to Actions
Use different call to actions for specific actions. They should be suitable for your target market and provide at least 3-4 specific A/B tests, to then choose the most performing one.
Try random colors, with different texts, such as click here now, click here, buy it now, or don’t miss this.
5. Real-time Shipping And Tracking
The B2B requires special attention to shipping and tracking.
B2B purchases typically serve to carry out production and delays can cause significant damage to your clients. Having a real-time tracking system is essential to allow customers to schedule their production and shipments to their customers.
Choosing a reliable courier is therefore very important for carrying out post-sales activities without too many difficulties, especially if the goods are sold abroad.
6. Ux And Mobile Responsive
The platform should provide an excellent UX (user experience) and be responsive from mobile devices. Despite many business activities are still carried out from desktops, a B2B ecommerce must offer the possibility of buying also via mobile phone.
7. Interconnection With The Whole It System
Your platform must be connected to all the other IT systems in your company, such as CRM or ERP. This allows you to obtain data that can immediately be used by other departments in the company.
It also depends on the possibility of making detailed reports, checking KPIs (key performance indicators) and better planning your production and future marketing campaigns.
Also, analyze what customers are searching through your platform. If you see that most users are typing where can i buy gold bars online, for example, you can act accordingly and offer a dedicated service.
8. Automation, But With Human Contact
It is not possible to automate all purchasing processes: often human contact or the advice of a sales engineer is necessary in many areas.
We must therefore carefully analyze which services or products require the intervention of a dedicated customer service and which part of the negotiation can be simplified through automation.
For example, with the help of a simple questionnaire preliminary to the call of advice between customer service and customer.