8 things that can learn from the B2B, B2C Commerce

In terms of usability and customer orientation of B2C Commerce B2B,the counterpart is often still miles ahead. These eight measures you take to the prosecution.

Still be holding the prejudice, e-commerce is primarily a B2C topic and not really suitable for B2B. Of course, there is no denying that there are transactions between companies that are not necessarily is handled via an online platform: Complicated machine tools, chemical-technical systems or ERP systems is no order simple mouse click. Such standardized only marginally deals are negotiated in the Web era in lengthy processes of specialists - although e-commerce can help here too!

However, the daily business is usually a couple of sizes smaller: From paper towels and consumables for production to spare parts for machinery and equipment, it includes a large number of frequently recurring orders, although they have in themselves a relatively low value of the contract, but a disproportionate amount of the legal costs of the procurement account. Here B2B Commerce offers as a solution.

In B2C, the development of e-commerce through the cross-channel commerce has reached a new level in recent years - although Amazon just the competition refers in terms of sales and market share to their seats. Good online stores are now largely mature and well integrated into the rule in the processes; Presentation, ordering and payment process, logistics and redemptions and partial credits are standard. B2C retailers can differentiate themselves therefore only through the consistent focus on the customer, the integration of content and commerce and by creating seamless shopping and brand experiences.


Quite different the B2B commerce - it is far from ready. The rapid development of B2C stores has shifted the standards and expectations of business customers also here: B2B buyers are private mostly self B2C customers, and their requirements are influenced by what the e-commerce today, "State-of-the -Art "is. Logically, then, that the B2B commerce can learn from B2C quite a lot. With the following eight measures that are based on the B2C commerce, is your B2B online shop on the right track:

• Set at the heart of your customers: The decisive competitive advantage in the B2C environment is the pronounced customer orientation of modern cross-channel commerce solutions. B2B solutions often be guided very much by the own organization and process structure on the other hand still.

• Capture and analyze customer data and customer activity: What products look at a customer? At which point he cancels his purchase activity? Via which channel he buys the goods through which it exchanges, if necessary again to? The systematic recording and evaluation of these activities, you will learn to know your customers better and be able to meet their needs specifically.

• Ask relevant content ready: For a key success factor in the B2C environment relevant content and seamless integration of content and commerce are also reaching both pure product descriptions, become; as B2B products should also be enriched with target-group-related content and embedded in an appropriate context.

• Integrate online and offline touchpoints: B2C stores offer often a seamless shopping over different channels. Even B2B buyers operate Channel hopping and expect across all channels a consistent overall offer.

• Think of mobile commerce: B2B buyers take mobile devices for information not only in the pre-sales phase is increasingly important, but also in the purchase process - very similar to the typical behavior of B2C customers.

• Provide comprehensive self-service: can be operated more efficiently by self-service strategy, especially orders from lesser extent; the user must be convinced that these services form offers you more flexibility and faster processes.

• Provide transparency by linking the logistics and account management: The online tracking of the order status and the information about the customer with order summary are in B2C already standard - in the B2B sector but unfortunately the great exception.

• Support social mechanisms and recommendations: image building, product and service videos, support in the form of a direct chat with customers and prospects - social mechanisms such as these play increasingly in B2B Commerce an important role. The same applies to recommendations and product reviews.

Of course, B2C and B2B commerce cannot be compared one to one. For example, economic aspects, or individual procurement processes play a major role in transactions between companies.