Any good B2B eCommerce strategy is built on a solid foundation, but that foundation will crumble if it doesn’t consider customers' needs.
Your customers, whether you’re aware of it or not, are only interested in a handful of things:
This isn't about laziness but effectively managing a demanding workload with limited time. Many manufacturers, distributors, wholesalers, and importers excel at delivering quality products on time, but streamlining the process can be challenging. A significant hurdle to achieving efficiency is the absence of a digital strategy and foundational investments. If you don't offer your customers a tailored online portal or electronic documentation, your differentiation from competitors relies solely on quality and price. And if the price is your only competitive edge...
You may find that your customers are leaving (or that you’re losing out on acquiring new customers).
Let's explore another perspective. Whether you're just beginning your digital journey or have been navigating it for some time, you might recognize there's room for growth. Here's the encouraging part — many manufacturers, distributors, importers, and wholesalers have yet to embrace eCommerce solutions. This isn't due to a lack of effort. Often, it's a matter of limited resources or the significant time investment needed to implement new digital systems, train staff, and transition customers. This can be a daunting task. However, with many competitors yet to make the digital transition, you have a unique opportunity to stand out. By embracing technological advancements, you can demonstrate to your customers how technology can simplify their lives, offering long-term ease rather than complexity.
A significant challenge with many eCommerce strategies is that they often lack comprehensive solutions. It's common to encounter scenarios where technology isn't operating at its full potential, with numerous manual processes still interspersed. An effective B2B eCommerce strategy should encompass every facet of the ordering and shipping process, automating wherever feasible. Essential components include:
And really, that’s just the tip of the iceberg.
To truly excel, you need a comprehensive digital order system that guides your customers seamlessly through the purchasing journey, requiring minimal effort from your sales team. Imagine acquiring new customers, only for them to discover that placing recurring orders online is cumbersome or that tracking shipments is a hassle. Making and retaining sales is challenging without a robust infrastructure. Customers arrive with expectations; if you can't meet them, you'll need exceptional quality or pricing to keep them engaged. However, if you already excel in quality or price and can simplify their experience with a complete, end-to-end B2B eCommerce system, these new customers will likely become loyal patrons for life.