E-commerce Relies on B2B - What Are B2B Platforms and Why Use Them

With the dynamic changes in the e-commerce market, the needs of business clients are also evolving. Those, previously served by sales representatives, are beginning to expect the same experiences as B2C sector clients. The increasing trust of internet users in online shopping (according to the E-Commerce Gemius report) has led to the transfer of this trend to the less influence-prone business sector. According to estimates, the value of Polish B2B e-commerce in 2012 amounted to 120 billion PLN, which accounted for 5% of B2B transactions in Poland. This is relatively small, but in the following year, that number rose to 140 billion PLN. Thus, we are witnessing continuous growth in this area of online sales. At the same time, this trend can be confirmed by the fact that in Western countries, the share of B2B e-commerce in the market constitutes even several dozen percent.

How does a B2B e-commerce platform differ from a standard online store?

The fundamental difference between a B2B sales platform and B2C lies in the target audience. The business sector is a closed group of customers often completing large orders. The offer of stores targeting this group is therefore not available and uniform for everyone. Moreover, the price a contractor gets for a product may depend on the amount of ordered goods or the status assigned to the user by the seller. Individual promotions or pricing groups are also among the key functionalities of such a solution. Significant differences between B2B and B2C platforms also lie in the information accessible to the user from the client panel. For business transactions, invoices, payments, settlements, trade credits, and PZ documents will be available for download. It is also possible to divide the account of one contractor into several sub-accounts, each having different permissions – for placing orders, downloading invoices, or making settlements. Further differences include the ease of placing complex orders – unlike B2C platforms, business clients purchase many products, often the same ones, at certain time intervals. A B2B e-commerce platform should support and facilitate the placement, editing, and management of such orders. On the other hand, like B2C platforms, a good B2B platform should also have analytical support and marketing-oriented modules that can help sellers reach potential customers with an expanded offer and increase the order volume from business clients.

What are the benefits of implementing a B2B e-commerce platform?

A B2B e-commerce platform is primarily a great convenience in business relations and a system that streamlines the flow of information between the seller and the contractor. It automates (or at least simplifies) sales and purchasing processes. A properly implemented and optimized solution gives clients access to current inventory levels, which significantly facilitates shopping by solving the problem of ordering products that are not physically available in stock. The greatest and most noticeable advantage of using an online store in the B2B model is the increased efficiency of the sales department. By automating some processes, it frees employees from tedious tasks such as collecting, entering, or forwarding contractor orders for processing. It also reduces the risk of errors, transferring most troublesome activities to the implemented system.

Integration: How to bring harmony to business?

An important capability provided by a B2B platform is its integration with ERP systems or warehouse-accounting systems. Enabling data exchange between the applications used by the company is a way to streamline processes within the enterprise.

What should you remember when implementing a B2B e-commerce platform?

Perhaps the most common mistake, which is easy to avoid, is forgetting who we are really implementing the solution for. It is the users, our clients, who will use this platform, and it is for them that e-commerce and its functionalities must be convenient. If the contractor can shop with ease and also receive an appropriate promotion, they will be more willing to return. A critical decision vital to the successful completion of the entire undertaking arises at the very beginning. It concerns choosing the right and experienced implementation partner, who will help define business goals and determine the proper direction for project development.