B2B e-commerce embrace omnichannel

With the help of e-commerce - business to business and retail sales starts to look similarly. B2B giants have seen great advantages in designing their e-commerce based on the same model as the retailers. It is no longer about to distinguish whether it is a company or a person who orders, but rather to ensure the individual who is performing the work. B2B companies are talking increasingly about creating omnichannel solutions.

E-commerce initiatives are now spreading in most B2B industries. First up was the office products industry with American chains like Office Depot. Now B2B companies implement complete omnichannel solutions that are just as cutting edge as B2C. Features like responsive design, personalization and campaign management are well on the way to becoming the standard also in business sales.

"This is about pure mental maturity issue since the technology has been there for a long time. They have understood that it is a major competitive advantage to meet their customers in an optimal way, regardless of the channel. We now see that in many industries, there has been a change," says Jörgen Bertilsson, Vice President of Avensia

Previously, it was common that B2B companies reflected the ERP system's boring interface in their e-commerce. It meant inadequate product information, poor usability and long response times. That way to sell is in the past. In connection with a modern strong omnichannel solution you can instead make the tools for inside and field sales more efficient. They could now devote themselves to new customers instead of servicing existing customers. The companies save lots of money by doing this.

Obviously there are major differences between B2B and B2C functionality-wise. The corporate sales often use individual pricing and a unique range per customer. The sites require login, and the integration of e-commerce to customer purchasing system. Another common difference is that it is frequently used standard shopping carts, certification and more advanced configurations in B2B commerce.

"It is important for both its customers and their vendors to optimize the mobile interface. Both responsive and adaptive, as well as with support for all functions. Order placement, configuration and certification must be done in the field. In the retail industry, it is the companies that are best at omnichannel that will be the most successful. The same thing will happen in B2B where those who are best at meeting their customers across all channels, will succeed, "says Jörgen.