Wholesale orders, sales commissions, multiple product configurations, customised pricing, distributor network management and complex ordering processes - the B2B e-commerce market is growing rapidly, yet setting up an online store can raise concerns and perspiration. However, there are plenty of options to get started, and a wisely implemented sales digitalisation not only brings quick wins but also long-term benefits and growth opportunities.

The B2B e-commerce market is growing at an annual rate of 14.6%, with the global market value expected to reach $36 trillion by 2026. Compared to the B2C e-commerce market, the value of the B2B side is already more than fivefold. Six out of ten Finnish B2B companies plan to implement digital sales channels in the coming years to streamline operations, reduce costs, and enhance customer experience.

– There are plenty of growth prospects, but many ponder how to harness B2B e-commerce for their company's benefit. Will prices be visible to users, and is the online store open or requires login? Is considering B2B e-commerce even feasible if a distributor network already exists? These questions often come to the forefront and are addressed collaboratively in e-commerce projects, says Crasman's Business Development Director Tomi Talas.

B2B or D2C e-commerce, retail or omnichannel sales - where is your customer?

In business-to-business (B2B), a company sells products or services to another company. There are, however, plenty of business types, and the umbrella term encompasses manufacturing, B2B2C operations, wholesale, distribution and logistics, service and platform business, franchising, or affiliate and retail commerce, along with 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 very different ways. When establishing B2B e-commerce, it is crucially important to define what is being pursued. What is the goal, and whose toes are being stepped on? The analysis should consider the customer's acquisition cost and lifetime value. It also matters whether you own your customer digitally or not, summarises Talas.

A relatively novel and increasingly popular method is the D2C (Direct-to-Consumer) business model, where a B2B company sells directly to consumers online without intermediaries. However, the options are not limited to this, and D2C is not always directly feasible.

Digitalisation significantly enhances operations - options for e-commerce

B2B e-commerce, as a business strategy, often represents a long-term rally rather than a short pass. Nevertheless, the digitalisation of sales can be approached step by step. For instance, instead of a public marketplace, an e-commerce platform can initially serve a B2B company effectively as an internal sales tool, where different systems communicate with each other in real-time.

– Automatons in business operations, generally, are one of the fastest growing areas within the e-commerce ecosystem, and they allow a B2B company to enhance its operations significantly. There may even be more opportunities available here than on the B2C side. Transitioning from Excel or disparate information systems and manual sales stages to a unified interface and control panel reduces the number of human errors, as well as enhances, accelerates, and clarifies sales and inventory management, says Talas.

In the digitalisation of B2B business, the game can be built with tremendous foresight. Besides operational and financial benefits, the digitalisation of sales and order processes advances an omnichannel strategy, aiming at seamless integration of different sales channels, providing a consistent and smooth customer experience. The next goal in this development is connected unified commerce, enabling real-time and complete data synchronisation within the entire business environment, allowing all functions to operate uniformly and effectively. The ball can be set rolling with a small investment.

– Modern e-commerce platforms offer countless opportunities for digitalisation, the pricing is suitable for testers, and many features can be deployed with a lightweight and cost-effective model. It is worthwhile to commence by piloting and using MVP models, for example by adopting a digital sales tool or a stand-alone e-commerce site for trade fairs. At its best, an online store can be a testing ground for entirely new business ventures, says Talas.

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

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

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

• Pop-up sales at trade shows: You can utilise the e-commerce platform as a pop-up store at trade shows or events. This trial model provides a safe way to test direct sales without the distributor network perceiving a threat.

• On-site sales and facilitation of continuous orders: An online store can offer a solution for industrial importers wishing to provide customers with continuous spare parts ordering possibilities directly from the site, automating order management.

• Order channel for the distributor network: You can offer distributors a simple, customised ordering channel through the online store, which is fast and easy to use, allowing distributor partners to receive the products they order more quickly.

• Testing platform for new business: An e-commerce platform is an excellent venue to test new products, markets, or business models before 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, which allows data to be utilised, for example, in personalised marketing campaigns and optimising the product range.

• Rapid product trials and A/B testing: E-commerce enables the fast launch and testing of new products or product variations in the market. Results can be tracked in real-time, and necessary adjustments made quickly.

• Opening of international markets: With the help of an e-commerce platform, a B2B company can expand into new markets easily without major investments in local establishments. The platform supports multilingual and multi-currency operations, making trade smooth with customers from different countries.

• Integration with payment systems and logistics: The e-commerce can be seamlessly integrated with payment services and logistics partners, accelerating the order process and enhancing control.

Leveraging the digital tool of an e-commerce platform can enhance numerous possibilities, with testing-friendly prices, and many features can be implemented using a lean and cost-effective model. Starting with small-scale pilot and MVP models, such as utilizing a digital sales tool at trade shows or a standalone e-commerce store, is recommended. At its best, an e-commerce site can act as a testbed for entirely new business lines, states Talas.

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