Why B-to-B E-Commerce is Lagging Behind B-to-C
B-to-C e-commerce has radically transformed the modern marketplace, delivering big rewards to consumer-facing brands, with B-to-C e-commerce spending expected to surpass $1.25 trillion in 2013. But with few exceptions, B-to-B e-commerce has been less successful in capturing the attention (and wallets) of business buyers.
Nearly all consumer-facing e-commerce features translate to B-to-B and can be modified for more successful strategies. B-to-B shoppers are also B-to-C consumers, signifying that B-to-B brands must work from these strategies to achieve leadership positions in the marketplace.
Translating Successful B-to-C to B-to-B
In general, B-to-B e-commerce lags behind B-to-C e-commerce because B-to-B providers haven't effectively leveraged readily available features and capabilities offered by advanced e-commerce technology, including the following:
1. Personalization: Personalization serves up dynamic content matched to specific customer needs. B-to-C e-commerce providers have mastered personalization and do a remarkable job using it to significantly enhance conversions and cart size. For example, Amazon.com uses past purchases to show you similar products and customize your experience. The retailer also allows you to save shipping addresses and information for a streamlined checkout process.
Cookie storage is a very simple way for B-to-B brands to create product recommendations based on buyers’ unique shopping habits. However, B-to-B e-commerce sellers should also consider using more advanced personalization capabilities that enhance the online experience by pushing tailored product recommendations to business customers.
2. Robust search: Like B-to-C shoppers, B-to-B buyers want the ability to quickly locate specific items in a product catalog. In B-to-B e-commerce, large and complex product catalogs make it even more difficult to display a small number of relevant SKUs to shoppers using typical search behaviors.
By implementing an e-commerce platform with robust search functionality, B-to-B brands can significantly improve their ability to display the right products at the right times. The caveat is that the deployment of robust search in a B-to-B context may require modifications to address B-to-B-specific issues like custom pricing and the availability of customized product offerings in search results.
3. Optimized browsing experiences: The best B-to-C e-commerce sites (e.g., Amazon.com) feature highly optimized browsing experiences that streamline customers’ ability to browse and research products. At the same time, these sites also provide an exceptional experience for customers who prefer to rapidly locate and purchase specific products.
Effective B-to-C e-commerce architecture delivers features and functionality for both researchers and those looking to make a quick purchase. On many sites, consumers also have the ability to "click to call" or "click to chat," creating an instant connection to customer service personnel who can further enhance the online shopping experience.
B-to-B providers need to follow the lead of B-to-C brands and prioritize the creation of truly exceptional online customer experiences. Although there are many ways this can be accomplished, it begins by understanding the needs and preferences of online customers, then shaping the online experience to reach multiple types of shoppers.
4. Content management: Online shoppers like choices and most B-to-C e-commerce brands don't disappoint, giving them an impressive array of products and content sorted by product name, product category and best-sellers.
B-to-B brands have even more reason to employ strong content management capabilities in their e-commerce platforms. With B-to-B product catalogs dwarfing those of most B-to-C providers, especially in industrial and similarly complex B-to-B sectors, it's essential for e-commerce systems to facilitate the accurate and seamless management of online product information and content.
5. Analytics: In the area of buyer analytics, B-to-B e-commerce is as strong, if not stronger, as B-to-C e-commerce technology. B-to-B retailers should work to use the data at hand. Leveraging a solid e-commerce solution, B-to-B brands can provide their customers with order histories for individuals, departments and the entire company. Likewise, buyers have access to invoices and reports, which can then be exported to the customer's internal enterprise applications.
While the adaptation of B-to-C e-commerce features can dramatically benefit B-to-B e-commerce, it's important to note that an advanced e-commerce architecture must also enable brands to manage issues that are specific to B-to-B buyers. For example, capable e-commerce platforms are able to address complex workflows, tiered pricing, purchase orders, regulatory support, governmental procurement requirements, tax exemptions and other requirements that aren't applicable in the consumer marketplace.
The takeaway from today's e-commerce landscape is that even though B-to-B e-commerce isn't as successful as B-to-C e-commerce, there are several simple strategies that B-to-B brands can employ to achieve similar outcomes. The key for B-to-B brands is to gain a deeper understanding of the ways in which B-to-C companies are leveraging technology to conduct business online, then adapt those strategies to the B-to-B environment.
Bob Barr is senior vice president of technology services at Acquity Group, a brand commerce and digital marketing firm.
- Companies:
- Amazon.com