B2B online shop which platform should I choose?
A B2B online shop will allow you to reach out with your offer in a completely new way. No longer just through salespeople, but also through the power of the Internet, you will be able to interact with your customers. In this article, I will tell you what the desirable features of a B2B platform are.
What is a B2B web shop?
As consumers, we are already used to buying from online shops and marketplaces. Anyone who wants to can create an account there and make a purchase.
B2B platforms, on the other hand, are aimed at companies. Such shops are usually closed to consumers. This is because access to purchase is only possible after a contract has been signed and business terms agreed.
Hence, on your platform, the offer may be visible, but the shopping cart and shopping is only after logging in. And login is possible after company registration.
Advantages of a B2B shop
Reaching the customer with an offer or an update is typically done through the catalogue, the BOK or the salespeople. The latter are effective because they build relationships with customers and can visit them in person.
Imagine a salesman who is available 24 hours a day, 365 days a year. Such a salesman is not only interested in the offer. He or she can also instantly present promotions or your new products that have just gone on sale.
Does your customer prefer to receive information by e-mail? No problem, in a modern B2B platform you can create segments. These segments will be reached by customers with contact preferences such as email, telephone, SMS or a salesman's visit.
Generational change
In addition to this, a lot of people from a new generation are entering the labour market every year. A lot are also retiring. The generational change that is taking place before our eyes is also significant.
These people are already used to the experience of buying online. They want to maintain their preference at work too. This means that they much prefer online transactions to orders by e-mail or telephone.
This factor cannot be overlooked. Studies show that companies that focus on a broad Customer Experience grow around 10% faster. They meet customer needs better.
What features should a good B2B shop have?
One such feature I have already mentioned is the possibility of segmentation or even personalisation. Personalisation should not be avoided just because we are talking about B2B. That nice touch works for people, whether it's B2C or B2B.
A good B2B web shop should have a good foundation for working with business customers. I'm talking about the ability to register company accounts, create a structure for the purchasing department and at least a billing department.
Not everyone and not always can place an order, so an acceptance process is also useful. And since the acceptance process is also a negotiation process. Sometimes a customer wants to buy a large quantity and needs to ask for a better price. Don't let him leave the platform!
A rich ecosystem, in the sense of integration possibilities or extensions, also matters. The order placed has to get to the right people, and this usually happens through the internal system. That is, the B2B shop should immediately broadcast the new order to the OMS, WMS or ERP system.
We often work with companies on the basis of commercial terms and conditions. And these talk about deferred payment terms and individual price lists. Hence, a good B2B platform should offer the possibility to configure these two aspects.
How do I choose a good B2B shop engine?
There are many options on the market, but there are fewer that will allow you to scale your B2B business. In order to avoid mistakes, it is advisable to refer to tried and tested studies or consult experienced suppliers.
These tried and tested studies include, for example, Gartner. The Magic Quadrant summary is not only easy to read, but also provides a deeper insight into the conditions by which vendors are listed. Noteworthy options include Adobe Commerce (currently the leader) Oracle and SAP Commerce Cloud.
Either of these options will be a good choice. However, my recommendation is Adobe Commerce. As well as meeting the requirements of a decent B2B platform it also has a very extensive community. And if you pay attention to price then you will also manage to save money when choosing Magento.