in turn sell these products to their retail customers. This difference in target consumers naturally makes a significant impact in implementing an ecommerce solution. For B2B companies such as distributors and wholesalers, the main rationale for shifting to an online selling platform is to adopt an improved process. It has more to do with improving the business, than merely gaining profit.
The difference between B2B ecommerce and B2C ecommerce
Going digital is the norm for every business today. But before making the shift, it’s crucial to understand how B2B and B2C ecommerce differ from each other. These key differences will help business to business companies choose the best b2b ecommerce software solutions. This way, it’s possible to leverage the right features and choose a solution that will give the business a competitive edge.
Product details
B2B clients behave differently from retail consumers. When you’re buying products from wholesalers or distributors, there are plenty of things to consider. Most of the time, there’s a hierarchy of individuals involved before making a decision. As such, it’s critical for a B2B ecommerce platform to focus on product detailing. Some examples of details included are:
- Comprehensive product videos
- Buying guides
- Case studies and infographics
- Blog articles
In contrast, retail consumers buy on impulse. These customers rely on details such as high-quality images, customer reviews, and product demos.
How to approach the call-to-action
One marketing best practice that businesses follow is to highlight how the end-user benefits from a product. The actionable content you place in marketing materials such as the product details should focus on how it meets the needs of your target audience. If you’re a B2B distributor or wholesaler, then there can be a range of call-to-action content used depending on your client’s requirements. What’s most important, especially in choosing an ecommerce platform, is how it complements and supports your marketing goals.
Designing the home page
By looking at the home page of the platform, you can see the obvious differences between B2B and B2C ecommerce. The goal of a B2B company is to attract companies that can become long-term clients. The main goal of using an ecommerce platform is not only for convenience and efficiency, but also to help solve business needs. That’s why most B2B home pages aren’t flashy. Whether it’s a desktop or mobile app solution, you can observe common key features. For example, there are product carousels highlighting core features. It’s also typical to see short demos. Also, there is often a section explaining why this particular business is the right choice.
Meanwhile, B2C ecommerce aims for more conversions. As such, you’ll often see discounts, featured items, and easy-to-use menus leading to product pages.
Customer support
B2B ecommerce transactions often involve bulk purchases. That’s why a business to business ecommerce model aims to provide an excellent experience at first contact. Round-the-clock support, live chats, and product FAQs are only some of the things you can expect from a B2B platform.
Although the same may apply to retail consumers, one of the main differences is how B2C platforms focus on self-service options.
