B2B Approach to E-Commerce is Evolving

Lately, we've been doing more work here at Fry for companies looking to use the Web better for their business-to-business channels.  It seems like we're at the front of an evolutionary step in how businesses approach B2B e-commerce.  So, I wanted to write a bit about that.

One reason these companies are seeking our help is that they want their Web sites to be as effective as the ones we build for our retail clients.  They see retailers succeeding online, and they want to know how they too can use the web to grow their business.

Well, actually they don’t always start out thinking like that.  Often our discussions start with something much more tactical like improving the performance or usability of their B2B Web sites.  But, there does seem to be more traction now for the idea that B2B marketers can learn from the successes of online retailers and that their Web sites can serve more strategic purposes.

The trend I find promising is that some of these clients are starting to think more like retailers.  Where they may have initially focused efforts on complex transactions they wanted to support online, now I see them exploring how to merchandise and market better.  A few years ago it was all about shifting customers to a lower cost self-service channel.  Now it’s more about how to provide a great online experience for B2B customers.

Something interesting happens when we start talking about who their business customers are.  They realize that their customers are people.  The same people who shop the Web as consumers (when they’re not at work, of course).  We talk about B2B customers who also shop Eddie Bauer for holiday gifts.  People who are very comfortable with, even enjoy, online commerce.  But who are frustrated with their online experiences at work when they use the B2B "portals" provided by their vendors and business partners.  And we talk about the expectations these B2B users have, which are influenced by their personal online activities.

That’s not such a big leap, to think of B2B users as people.  But I see that leading to a new design philosophy for B2B sites.  Less focused on complex transactions, more focused on experience.  On brand.  On merchandising.  In other words, on the things that retailers have been doing well online for years now.

That’s not to say that a B2B Web site is the same as a B2C one.  There are some unique aspects of the online experience for B2B.  And even some areas where B2B marketers have a leg up on retailers.  Ways they can use their Web channel to expand into new markets.  To move inventory through the supply chain more efficiently.  To provide better customer service.  To personalize offers based on business account information.  To directly reach business partner employees as potential consumers.  As well as some unique challenges for in the areas of pricing and product availability.

If these B2B challenges and opportunities are relevant to your business, you can find out more in the B2B white paper available on our Web site.

Andrew Krasner is a Director of Consulting Services for Fry, Inc.

Comments

[Andrew Krasner]

Theo, yes we should realize that users' expectations are also informed by the other B2B sites they use. Thanks for the addition.

[Theodore Vassiliadis]

I agree that B2B channels should focus more on marketing & merchandising efforts. It is a train one cannot miss in order to stay with the flow.
But I have met with some of the B2B users that even though they are people, they do not necessarily fall under the people category that use the web for personal shopping.
Their experiences are mainly marked by their exposure to competitive B2B online channels. Their behavior, comments and needs are a lot driven by comparison based observations on those B2B channels.
I will re-iterate though that there are marketing and merchandising aspects that can be embedded in a B2B online channel to drive towards improved customer satisfaction and loyalty.