PSD2. What, when and how?by Raquel Rosa, March 27, 2020
What features should these ecommerce have?
When developing a project of this type we must take into account that we are creating an e-commerce business different from B2C. These models are usually characterized by treating orders in large quantities, the relationships between companies are more complex and each customer has a background that affects the value chain and will seek to convey it through their online channel.
Here are 5 factors to consider before embarking on the exciting adventure of creating a B2B ecommerce.
1. Idea, Market Research and Business Plan.
2. B2B Marketing.
Establishing a B2B online marketing plan will help you to increase visits and, in turn, translate them into purchases. Keep in mind that the marketing plan for ecommerce differs slightly from traditional plans. The customer does not behave the same when he buys in his private life as when he buys on behalf of your company. And that's the big difference.
The change of subject, of final customer, must determine the type of strategy. ISo to speak, an end consumer wants the product, the company needs it to continue keep on existing and wants to save costs.Recommendations:
- Maximize your online presence, work on SEO, because almost 100% of B2B companies search the internet to find suppliers or products and over 90% of buyers prefer to do so online.
- Invest in effective advertising.
- Work on your email marketing.
- Use social networks.
- Market your content (in blogs, newsletters and in-person events).
- Use the right metrics.
- Use a consultant or professional in digital strategy.
3. Marketplace or direct sales?
The most immediate advantage of a marketplace is its visibility. They usually deal with marketing and usually have brand recognition. On the other hand, they are very competitive and sometimes they reduce their prices too much.
In direct sales, visibility, once we manage to attract companies, is much greater and it is possible to compete in the so-called customer service, with a direct contact that will make it possible to strengthen and emphasize that relationship. In addition, personalizing the website according to the visitor, adapting catalogs, prices and / or promotions is another of its great advantages.
Put yourself in the shoes of your customers. They will also look for an attractive and intuitive environment and menu. The user experience, the navigation of the web and the usability are valued by both end customers and companies.
The customer satisfaction surveys and the product sheets deserve a special mention. Adapt the surveys, consider the results and keep in mind that the customer does not have the possibility to touch the product or have it in front of him, but he will want to know and see everything. Machine learning, virtual reality... Make it easy for them.
Design, hosting, platform and good partners in these creation processes are essential for the success of your business. And if you are into big brands, keep in mind that they need solutions from big suppliers like HCL Commerce.
4. Local, national or international? Logistics.
Define a specific market that you are sure you can supply. To do this, define your logistical capacity, legal restrictions and the qualified personnel you will have. The logistics chain must be fail-safe.
Your customers will want their purchases to arrive as quickly as possible and will use the tracking tools to know where they are at any given time. In this business model the rate of returns is much lower than in the B2C model.
B2B ecommerce sells goods as well as services 24-hour, 365-days-a-year customer service and technical support are almost imperative, especially for large brands and international businesses. Their business relies on you.
5. Legislation and transparency. Prices and offers.
In the B2B business, additional payment methods that can bring additional advantages to the customers gain special importance.
The automation of the negotiation process and the implementation of the online negotiation channels are essential. Personalised customer management is a challenge. You must provide special prices and conditions for each customer, both in terms of purchase, transport and delivery. Because B2B offers are a sign of collaboration between the parties. In addition, it bets on offering the information of products, prices and stocks in real time. It integrates computer systems and enables the platform to manage complex customer relationships through advanced functionalities.