B2B e-commerce continues to develop rapidly in all its facets. New market players regularly establish new functionalities that customers appreciate. Such innovations in the customer experience often develop overnight into success-critical best practices.
In addition, new business models are emerging that also require innovative solutions. Old, inflexible e-commerce solutions with limited functions very quickly reach their limits under such conditions, and restrict the entrepreneurial scope for action.
Tip #1: Have a wide range of B2B functions ready to use
Modern B2B e-commerce systems offer end users a wide range of functionalities tailored to the specific requirements of B2B business right from the start.
This goes far beyond what is standard for B2C platforms. In particular, the close and complex relationship between selling companies and purchasing departments on the customer side finds its digital equivalent here. But configuration options for changing business models or internationalization projects are also part of the repertoire.
Expanding e-commerce businesses into new countries leads to many organizational and technical challenges. Our upcoming webinar will tackle those:
Tip #2: Ready your commerce platform for new touchpoints or devices
The fact that mobile devices such as smartphones and tablets are gaining ground in online commerce has become the new norm, and responsive design is now a matter of course.
With voice assistants such as Alexa, Siri and Cortana, there are now other devices being added as touchpoints, with which B2B platforms must also communicate if they are to be successful in the long term. Future-proof e-commerce solutions can therefore no longer do without appropriate interfaces.
For example, Intershop customer Martin & Servera connected the Google voice assistant to their e-commerce system to meet their customers’ needs. Erik Hjort, e-commerce manager, explains: “Needed kitchen supplies are often written on pieces of paper or on whiteboards, before being collected and ordered by the buyer. What if we could simplify that process with the Google assistant and get rid of the whiteboard and scraps?”
Read more about this exciting customer case: OK Google, order tomatoes!
Tip #3: Stay close to your customer
If you want to know what exactly your customers expect from your new platform before you start replatforming, you have to ask them. Only those who regularly enter into dialog with buyers and seek to exchange information can fulfill wishes and help solve problems.
Once a modern B2B platform has been installed, tools for querying customer opinions and pain points on an everyday basis can be easily integrated. On the one hand, this ensures the continuous flow of information, on the other hand it demonstrates appreciation and strengthens customer loyalty.
“Before replatforming, it is crucial to kick off with a deep dive into your organization, clients, processes, IT landscape, etc. This is the best way for your partner to get to know you and your business, share knowledge and experience and jointly make the right decisions towards solution design and approach.” Freddy Lessmeister, Vice President Aftermarket Logistics at Dynapac states.
Discover their 6 replatforming learnings in this article: B2B e-commerce replatforming under high pressure