">
TechMoran
  • About Us
  • Deals
  • Jobs
  • Motoring
    • Money
  • Pitch Your Startup
  • Submit Your Post
  • Freelance Gigs
  • Travel
  • Men’s Corner
  • Dating
Thursday, January 28, 2021
  • Startups
  • Reviews
  • Insider
    • Obituaries
  • Business
  • Women
  • Blockchain
  • Columnists
  • Hacks & Facts
    • How To
  • Editions
    • US Edition
    • India Edition
    • MENA Edition
    • Asia Edition
    • Europe Edition
    • International Edition
No Result
View All Result
TechMoran
">
Home Columnists

Best Use Cases of B2B eCommerce Platforms in 2020

Milcah Lukhanyu by Milcah Lukhanyu
5 months ago
in Columnists
24 min read
0

B2B eCommerce comes in many different varieties. eCommerce makes connecting with new markets more affordable than ever. So, companies are experimenting with new channels and new ways of interacting with their customers. The key is keeping things simple. B2B sales are complex enough as it is, so serving new markets and new opportunities shouldn’t add to the complexity.  The best B2B eCommerce platform simplifies the process. 

If you are looking for ways to expand your revenue base, take a look at how innovative companies are diversifying their eCommerce offerings without adding to operational complexity by leveraging their eCommerce platform. When you can use your website presence to serve new markets without increasing costs or complexity you are utilizing eCommerce to the fullest. 

Diverging B2B and B2C Channels 

COVID-19 mandated business lockdowns accelerated the move by manufacturers and wholesalers to consumer direct sales. But B2B and B2C buyers have different expectations when it comes to consumer experience. Can you operate both channels to the satisfaction of their respective markets without resorting to separate eCommerce platforms? SaltWorks says not only can you do it, but you can do it quite successfully.

SaltWorks sells gourmet salts by the shaker or the ocean container. Not only has their methods for processing and packing gourmet salt revolutionized the entire industry, their approach to online sales is shaking things up too.

SaltWorks recognized that both B2B and B2C customers are looking for as much product information as they can find. But when it comes to making a purchase, their experience expectations are quite different. So, the journey begins the same for both markets. All customers see the same home page.

A screenshot of a cell phone

Description automatically generated

The same experience continues to the product category pages as well.

A screenshot of a cell phone

Description automatically generated

However, once they begin the purchase process, their paths diverge and the experience changes. 

Related posts

Which Tech Companies Are Employee Owned and Why?

January 22, 2021
0

Avoid Biggest Mistakes Often Made By New Poker Players

January 18, 2021
0

Growing Kenyan entrepreneurship – the digital programmes and projects that are shaping the future

January 13, 2021
0

5 Ways to Make Your Office Space Appear More Professional

December 21, 2020
0
A screenshot of a cell phone

Description automatically generated

Retail customers select smaller packages, receive retail pricing, and checkout with their credit card. B2B customers are instructed to log-in with their credentials. 

READ  Best Gambling Apps for Your iPad in 2020

Once logged in they have access to custom pricing, volume discounts, various shipping options and different payment workflows.  To make processing small orders even easier, retails customers can click a “Buy On Amazon” button to go directly to SaltWork’s Fulfilled By Amazon (FBA) page. 

Using this model, SaltWorks provides retail customers the purchase experience they expect while making the job of the corporate purchasing agent easy as well. 

Two different channels served with one eCommerce platform and one back-end admin panel. 

B2B2C eCommerce

 Manufacturers, wholesalers, and distributors are expanding their eCommerce channels to include a pathway to retail consumers.  Whether they are setting up other businesses to operate as franchisees or affiliates or helping their retailers establish a web presence, these savvy companies are boosting their sales by helping their downstream sellers provide an exceptional customer experience. It’s a win for all parties.

Villa Verde, a French supplier of garden, home décor and pet supplies created an extensive network of mom and pop franchisees and individual websites.  Customers visit the retailer’s website, make a purchase from the small seller who collects payment and Villa Verde fulfills the order and bills the seller.

A close up of a sign

Description automatically generated

They even offer a “click & collect” option that allows buyers to purchase online and pick up in a local sales center.  Villa Verde processes the order and ships it to the store the customer requests, whether it is an affiliate or company owned location. During the government enforced closure of most retail operations due to the COVID-19 pandemic, these small retail sites experienced an increase in pet supply sales as customers turned to on-line ordering. These increased sales from the local sites off-set Villa Verde’s losses due to store closures. 

When Villa Verde opted to change their eCommerce model to include B2B2C they literally future-proofed their company, not knowing that a pandemic awaited. 

On the other side of the Atlantic Ocean, pet supply wholesaler Animal Supply expanded their digital presence into B2B2C by creating their innovative Pet Connect channel. 

A screenshot of a social media post

Description automatically generated

Many of Animal Supply’s customers were small pet retailers that lacked the financial resources or technical expertise to create an effective eCommerce program. Animal Supply created Pet Connect to enable these retailers to offer an exceptional eCommerce experience without the hassle of creating a website and fulfilling orders. Like Villa Verde, Animal Supply realized that diversified eCommerce was a way to grow their business by helping their customers grow their own business. 

READ  6 Things that Will Help You in Selling Your House

B2B Marketplaces

Another increasingly utilized eCommerce model is the eCommerce marketplace. For distributors, adding support with an eCommerce marketplace will be crucial for survival. Between 2017 and 2019 distributors lost 7 points of market share (from 45% to 38%) to digital marketplaces. No wonder that Forrester predicts thousands of new marketplaces will be launched in the next ten years.  

eCommerce is all ModMart does. Their eCommerce marketplace serves retailers in the gift and specialty home décor sector. Buyers for the gift and home décor sector face a tremendous challenge in finding new and unique products that are in stock. And they are turning more and more to the internet to help. According to Sirius Decisions, 67% of the buyer’s journey is now done digitally.  ModMart makes the buying process much easier by bringing together numerous brands representing one million SKUs.

A picture containing indoor, sitting, table, monitor

Description automatically generated

Now retailers can visit one place to view products and place orders instead of using multiple brand websites and relying on trade shows. 

This is another best-case example of future-proofing a business. Because in the post pandemic world, more and more orders in the gift and home décor sector will be placed on-line. With concerns about travel and large gatherings, the trade show in 2020 has gone the way of the dinosaur. Sales reps dependent on shows won’t be writing orders and buyers dependent on shows to discover new products are out of luck. The International Home + Housewares Show in Chicago, the industry mega show, was cancelled this year as was the Natural Products Expo. But ModMart offers a virtual trade show hall 24/7 with their innovative eCommerce marketplace. If you are a wholesaler or distributor supporting multiple brands, the marketplace is certainly an online channel worthy of exploration. 

B2G eCommerce

Another highly lucrative but little utilized eCommerce channel serves the SLED (state, local, and education governmental entities) market. SLED represents roughly $1.5 trillion in sales in the US alone.

READ  Jumia to start Black Friday Sale Early

SLED Levels of GovernmentImage source

In addition to SLED, according to USASpending.gov, 2019 US federal spending kicked in an additional $4.45 trillion. 

For this type of eCommerce, utilizing electronic data interfaces (EDI) is a key functionality. While any size company can successfully do business with SLED entities, you’ll do business on their terms. Often this includes accepting electronic submission of purchase orders or using EDI to integrate their purchasing system with your sales order system. 

Cloud solution provider NetApp created a website that’s not only rich with customer success stories, it includes links to existing governmental contracts since governments often piggyback on existing contracts for new purchases. 

A screenshot of a cell phone

Description automatically generated

When it comes to B2G eCommerce not only will you need a website that features rich product information and multi-media materials, you’ll need a back-end that is supported by a rich system of APIs for easy integration.  

Mobility as a Service (MaaS) provider Duet offers last-mile technology services to transportation services. Their website must serve as a sales tool but also as a portal to their technology for existing customers. 

A screenshot of a cell phone

Description automatically generated

What They Have in Common

While each of these companies offers very different products, they have a few things in common. 

First, they realized that eCommerce plays a crucial role in supporting all forms of B2B business. From marketing to sales and support, a web presence is a must-have channel. They all saw eCommerce as a way to diversify and create new channels to new customers while still providing additional support to existing customers.

Second, they understand that the eCommerce experience should be tailored to the needs of the customer and provide the experience they demand.

Lastly, they recognized that the best eCommerce platform is one that conforms to the way they want to do business, doesn’t add layers of complexity, and isn’t simply a B2C solution stretched to meet their B2B needs. 

Readers 1,964

Share

  • Click to share on Telegram (Opens in new window)
  • More
  • Click to share on Tumblr (Opens in new window)
  • Click to print (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to share on Reddit (Opens in new window)
  • Click to share on Pocket (Opens in new window)

Like this:

Like Loading...

Related

Milcah Lukhanyu

Milcah Lukhanyu

Milcah Lukhanyu covers daily news briefs at TechMoran. She is the person who will probably read your press release and get the story out of it or totally trash it. Send tips to [email protected]

Related Posts

Columnists

Which Tech Companies Are Employee Owned and Why?

January 22, 2021
0
Columnists

Avoid Biggest Mistakes Often Made By New Poker Players

January 18, 2021
0
Columnists

Growing Kenyan entrepreneurship – the digital programmes and projects that are shaping the future

January 13, 2021
0
Columnists

5 Ways to Make Your Office Space Appear More Professional

December 21, 2020
0
Columnists

Common VPN myths debunked

December 18, 2020
0
Columnists

Best File Recovery Software for macOS Big Sur

December 14, 2020
0
Bitcoin

How Online Gaming Is Pushing a Wider Bitcoin and Crypto Adoption

December 14, 2020
0
Columnists

2021 Upcoming Mobile Games

December 14, 2020
0

https://bit.ly/2VOxuoBhttps://bit.ly/2VOxuoBhttps://bit.ly/2VOxuoB
ADVERTISEMENT

Join our Mailing List

Loading

Recent Posts

Showmax customers to pay for a one-month & receive two months subscription for free

January 27, 2021

Huawei Mobile to launch Huawei Y7a in Kenya early next month

January 27, 2021

Air Conditioner Maintenance Tips to Save Energy

January 27, 2021

Enjoy The Convenience of Washing & Drying With Ramtons Washer Dryer Combo 

January 27, 2021

Samsung, Safaricom partner to push Samsung Galaxy S21 pre-orders

January 26, 2021
">
">

Follow Us

">

There are many sites out there focused on blowing off some steam, from funny entertainment to thrilling experiences like playing online, in some cases online gaming could grant you the chance to win extra money. We came across rocketpot.io while browsing for a good btc casino online and it left us a very good impression with their wide variety of games and crypto offering.

Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy

© 2019 Moran Media Group - All rights reserved TechMoran.

No Result
View All Result
  • Startups
  • Reviews
  • Insider
    • Obituaries
  • Business
  • Women
  • Blockchain
  • Columnists
  • Hacks & Facts
    • How To
  • Editions
    • US Edition
    • India Edition
    • MENA Edition
    • Asia Edition
    • Europe Edition
    • International Edition

© 2019 Moran Media Group - All rights reserved TechMoran.

Login to your account below

Forgotten Password? Sign Up

Fill the forms bellow to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.
%d bloggers like this: