Brandon Gracey of Handshake recently ran through the importance of B2B eCommerce in a webinar episode. He highlighted various points ranging from statistics to implementation. 

What Is It? 

A fairly simple yet robust method, B2B eCommerce is an online commerce transaction between two businesses. And in this webinar, Gracey highlighted that transaction between wholesaler and retailers. Another important item he highlighted was that current projections show 56% of B2B buyers will complete their purchases online in the coming years instead of through field sales. 

5 Reasons You Need It 

• A company can make more money by empowering their sales team through using B2B eCommerce methods. 24/7 access equals empowerment for retailers, too. 
• The need to expand marketing and product education by:
  • Maintaining product showcase
  • Offering materials
  • Running promotions
  • Communicating updates and previews aka giving the retailer a “first look”
• Closing sales more quickly equates to a permanent showcase of product for retailer to retrieve product information. This eliminates “handholding” and is a “game changer” for those selling to overseas markets as nobody is contracted to a strict time limit. 
• Another item on this list is to expand reach. Wholesalers can serve customers they couldn’t see or interact with before. It efficiently handles low-volume orders. It’s easily marketed to prospective retailers. And it’s easy to invite new retailers to join. 
• And finally, Gracey said, :You have no choice." This is a new area of sales that is totally and completely about the user experience. He noted, “Your retailers are consumers.” 

Adoption

A surefire way to encourage usage of B2B eCommerce is to have the user see the value of it first hand and then see how easy it is to use. It’s a total user experience that needs to be cultivated within the given platform of that individual wholesaler. 

Direct v Marketplace 

B2B eCommerce provides a unique experience outside the realm of traditional ordering processes. The direct connection highlights your product only, while keeping a hub that is all about you and free from distractions. The marketplace, however, allows the user to compare and contrast different products. 

Sales Reps

In conclusion, Gracey highlighted the vital role of sales reps within the B2B eCommerce methodology. He said their role has turned into a more strategic mentality and less of a transactional one. The tried and true quote is ever more present with B2B eCommerce — “people buy from people.” By empowering these reps with the tools and sufficient training, all parties in the wholesaling and retailing sides will benefit from B2B eCommerce.  

For more information, visit www.handshake.com