Wholesale orders, sales commissions, multiple product configurations, customised pricing, reseller network management and complex ordering processes – the B2B e-commerce market is growing strongly, yet setting up an online store can raise concerns and bring on the sweat. However, there are plenty of options to start, and wisely executed sales digitalisation provides not only quick wins but also long-term benefits and growth opportunities.

The B2B e-commerce market is growing at a rate of 14.6% annually, with the global market value expected to climb to 36 trillion dollars by 2026. Compared to the B2C e-commerce market, the B2B side already holds a value over five times greater. Six out of ten Finnish B2B companies plan to implement digital sales channels in the coming years to streamline operations, reduce costs, and improve customer experience.

– Growth potential is certainly there, but many ponder how to harness B2B e-commerce for their own business. Are prices visible to the user, is the e-commerce open or does it require login? Can B2B e-commerce even be considered if a resale network is already in place? These questions often come to mind first, and they are addressed through collaboration in e-commerce projects, says Crasman's Business Development Director Tomi Talas.

B2B or D2C e-commerce, retail or omnichannel sales – where are your customers?

In business-to-business (B2B) operations, a company sells products or services to another company. However, there are numerous business models, and under the umbrella concept, there is room for production, B2B2C business, wholesale, distribution and logistics, service and platform business, franchising, or affiliate and retail trade, as well as various combinations.

– In practice, all B2B companies have completely unique business models. The digitalisation of business and sales channels, and the benefits derived from them, can be approached in various ways. When setting up B2B e-commerce, it is particularly important to define what is being pursued. What is the goal, and whose toes are being stepped on, if any. In considerations, it's worthwhile to take into account customer acquisition cost and lifetime value. It also matters whether you digitally own your customers or not, Talas summarises.

One relatively new and increasingly popular approach is the D2C (Direct-to-Consumer) business model, where a B2B company sells directly to consumers via an online shop without intermediaries. However, options do not end here, and D2C is not always directly implementable.

Digitalisation significantly enhances operations – options for e-commerce

B2B e-commerce often represents a business strategy with a long-term focus instead of a quick win. However, sales digitalisation can be approached gradually. For example, an e-commerce platform can initially serve a B2B company efficiently as an internal sales tool rather than a public marketplace, where various systems communicate with each other in real-time.

– Business automation, in general, is one of the fastest-growing areas in the e-commerce ecosystem, and it enables a B2B company to significantly enhance its operations. There are even more possibilities than for the B2C side. Transitioning from Excel sheets or different information systems and manual sales phases to a single interface and control panel reduces the likelihood of human errors and enhances, speeds up, and clarifies sales and inventory management, says Talas.

In the digitalisation of B2B operations, a game can be built with a very far-sighted approach. In addition to operational and financial benefits, the digitalisation of sales and order processes advances an omnichannel strategy, where the aim is seamless integration of different sales channels, providing a consistent and smooth customer experience. The next opportunity in this development is connected unified commerce, enabling real-time and complete data synchronisation across the entire business environment, ensuring all operations work uniformly and efficiently. Matters can progress with minimal investment.

– Modern e-commerce platforms offer countless opportunities for digitalisation, prices suit testers, and many features can be utilised in a light and cost-effective model. It’s worth starting by piloting and using MVP models, for example, by adopting a digital sales tool or stand-alone e-commerce for trade fairs. At its best, an online store can serve as a testing platform for entirely new business ventures, notes Talas.

How to leverage an e-commerce platform as a digital tool:

• Minimising errors and manual work: By integrating the e-commerce platform with CRM and ERP systems, you can reduce manual data entry and the risk of human error, enhancing efficiency and speeding up processes.

• Sales tool (Digital meets sales representative): A digital POS system enables smooth sales execution anywhere, providing sales representatives with real-time access to inventory and order history. This enhances the sales process, especially in field sales. 

• Trade show pop-up sales: You can utilise the e-commerce platform as a pop-up shop at trade shows or events. This trial model offers a safe way to test direct sales without posing a threat to the resale network. 

• Website sales and facilitating recurring orders: The e-commerce platform can offer a solution for industrial importers who want to offer customers ongoing spare parts ordering opportunities directly from the site, automating order management. 

• Resale network order channel: You can offer resellers a simple, customised ordering channel through e-commerce, which is fast and easy to use, allowing resale partners to receive the products they order more quickly. 

• Testing platform for new business: An e-commerce platform is an excellent place to test new products, markets, or business models before a full-scale launch. Easy scalability and low investment costs support an agile experimentation culture. 

• Real-time customer data and analytics: The e-commerce platform continuously collects data on customer behaviour and purchasing habits, enabling the use of data for personalised marketing campaigns and optimising product assortment. 

• Rapid product trials and A/B testing: E-commerce allows for quick market introduction and testing of new products or product variations. Results can be monitored in real-time, and necessary changes can be implemented swiftly. 

• Opening international markets: With an e-commerce platform, a B2B company can easily expand into new markets without significant investments in local operations. The platform supports multilingualism and multicurrency transactions, making trade smooth with customers in different countries. 

• Integration with payment systems and logistics: E-commerce can be seamlessly integrated with payment services and logistics partners, speeding up order processes and deliveries and enhancing management. 

Interested? Would you like to hear more about the possibilities e-commerce offers for your B2B business? Get in touch!