B2B shops successfully

E-commerce is standard – also in the business-to-business trade. This is the clear result of a survey commissioned by the software group Intershop among major US and European B2B companies. 92 per cent of all interviewees indicated that they were already active in online trading, while the missing eight per cent plan to launch a corresponding shop system shortly. This trend is confirmed by American companies in particular, as the share of online sales in total B2B sales was the highest at 34 percent.


Big catch up demand


While e-commerce is already firmly established in business with business customers, a new trend is already emerging: online shops are becoming mobile, even in the business customer segment. Experts expect that in just a few months, around three-quarters of all retailers will offer product information and purchase opportunities via mobile touchpoints in the B2B area - while also reducing the importance of the classic sales channels

Complex requirements


However, a look at the current online sales systems shows that the "new" sales channels are not yet optimally expanded. The Internet pages for business customers are often very user-friendly, product and ordering information is only rudimentary and often contradictory. It is often the case that customers are asked to place their order by fax instead of making a purchase on the Internet.


The result: sales potentials are given away. One reason for the fact that the B2B trade has lagged far behind B2CCommerce in terms of customer and service orientation is often seen in the greater complexity of the purchasing and ordering process for business customers.


B2B commerce suites in the test


In contrast to the private consumer, who orders a new pair of jeans on the Internet after the end of the business day, the company needs to take account of company internal regulations on cost control, contract agreements, personnel roll distribution and much more in order to be successful in the online business >

At the same time, large sales potentials are also opening up in B2B commerce through the use of modern shop solutions. The decisive factor for this is the trend towards the transfer of functions and services from the consumer sector. This is because every business customer is at the same time also a private consumer and as such is accustomed to a consistent multi-touchpoint shop system with self-service functions.


More and more B2B companies are therefore developing apps for mobile devices to increase the number of potential sales channels. The company's presence on social media sites, forums and online marketplaces also serves to achieve this goal - as a whole, a variety of communication options that require a powerful content management system.


In order to optimize the shopping experience of the customer, it is also necessary to optimize the navigation and search functions, to provide a comprehensive self-service portal with manuals, downloads, FAQs and the like, perhaps even a user forum for the exchange Of the customers among themselves.


Companies that build such a shop system based on consumer commerce promise higher conversion rates and basket values ​​- as the B2C trade has already made it. Thus, a study among B2B business documents could prove that investment in e-commerce usually more than pay off.


And, last but not least, the dealer gets a valuable information about his users by using a modern and customer-oriented shop solution: Efficient web analytics tools evaluate how the customer moves on the homepage.

Such tools enable the shop operator to display individualized offers and purchase proposals adapted to the needs of the customer - this is also a functionality that is already standard in the B2C trade, is appreciated by many customers and, as a result, promises massive sales increases Br>

A recent comparative study by the international market research firm Forrester Research is now helping to select an appropriate e-commerce platform. Forrester has submitted a comprehensive evaluation process to a total of seven of the world's largest providers of B2B commerce platforms. Among the four leading global providers identified in the study are the American company Intershop, whose Intershop 7 e-commerce platform offers all the functionality and specific requirements of a modern, high-turnover and secure B2B commerce system Br>

Intershop 7 is an all-round solution that integrates all the comfort and service features of a consistent multi-touchpoint ECommerce - complemented by specific B2B features. The decisive factor in the implementation of B2B projects is the support of experienced, competent service partners, who support the dealer in all phases of the shop construction and operation.


Conclusion


Various studies and survey results come to a clear conclusion: The B2B commerce of the future combines all the comforts of the consumer trade with the specific requirements of a business customer. The trend towards mobile commerce and multi-channel trading will also be evident in the B2B sector and will provide a significant advantage to shop operators who prepare early for the challenges ahead.


B2B commerce is in a state of upheaval - and just as in every phase of upheaval, it is a matter of putting the technological and sales-promoting innovations first. "Commerce everywhere!" Is the motto also in the B2B trade. A trend from which both sides - sellers and customers - can only profit.