B2B platform - 7 benefits of implementing a B2B system you need to know

Table of contents:

• B2B platform - for whom?
• The 7 key benefits of a B2B platform
• Opportunity for Business Expansion
• Data Analysis and Personalization
• Positive B2B Purchasing Experiences
• Streamlined Order Fulfilment Process
• Efficient work of your B2B team
• Cost optimization
• Comprehensive management of the B2B system
• Choosing a B2B platform - how to effectively implement a B2B system?



The global business-to-business (B2B) trade market is valued at more than 6 times that of its business-to-customer (B2C) counterpart - yet in many areas it is the consumer-facing market that dictates trends. One such area is the growth of eCommerce, where B2C has long led the way. Why isn't B2B eCommerce developing so strongly? What benefits can convince business customers to enter this world? Why is it simply worthwhile to have an online presence?

B2B platform - for whom?

Who are the B2B customers? What does they expect? What is their purchasing path? Business-to-business is a diverse relationship established between representatives of companies of various sizes - from multinational corporations to micro-enterprises. What's more, decisions are made not only by business owners themselves, but also by intermediaries, purchasing departments or freelancers. What do they all have in common?

Although it is not easy to put such a wide group into a single pattern, they are certainly united by one feature that is more easily described in two words - the need for digitization. This is due, for example, to the fact that the market is becoming increasingly dominated by representatives of younger generations, for whom online presence is natural. The need to improve the profitability of the company, pressure from competitors or the dynamic development of the B2C industry, among other things, are also prompting the move to eCommerce. It is in the latter reason that the leading source of change can be found - the modern buyer expects the same positive shopping experience during online transactions as during those made in private. How do you ensure them? Learn the 7 key benefits of implementing a B2B platform and move into eCommerce before your competitors do!

The 7 key benefits of a B2B platform

B2B custom store - is it worth it? Such a question is increasingly being asked by owners of wholesalers, product distributors or other entrepreneurs whose business is based on transactions with business partners. When looking for an answer to this question, it is worth considering the potential benefits of implementing a B2B platform. The catalogue of advantages of this type of system is complex - from optimising costs and labour, to improving the counterparty experience, to opportunities for business expansion. Are you curious about what else a B2B platform can help you with? We summarise the most important benefits of implementing a B2B system below!



Opportunity for Business Expansion

Market trends indicate that implementing a B2B platform is an inevitable step for the development of businesses engaged in commercial contacts. According to the report "E-commerce B2B - biznes w sieci" prepared by Mobile Institute in collaboration with Santander, a significant 73% of respondents identified the primary benefit of implementing an online store as the opportunity for expansion, directly linked to the expansion of the customer base.

Digitalization of service processes is the key to quickly and effectively scaling a company's operations without the need for additional personnel or excessive budgetary burdens. Many practitioners now believe that acquiring customers, especially from abroad, necessitates repetitive discussions and costly trips. However, the need for remote work in 2020 demonstrated that building relationships remotely can be an effective alternative to traditional contact. Furthermore, tools offered by B2B platforms enable the proposal of much more attractive offers, thanks to the use of artificial intelligence that supports personalization processes. This way, reaching a broader audience and accurately determining the needs of clients while building lasting relationships becomes possible.

Data Analysis and Personalization

A B2B platform should maintain a relational character because, until recently, the sales model relied mainly on direct contacts between sales representatives and clients. The shift of these contacts to the online area poses a challenge for many, but claiming that achieving personalised pricing or negotiating favourable contract terms is only possible through face-to-face meetings is a misconception. Online B2B sales do not limit relationships with partners; in fact, they sometimes deepen these ties. How?

Handling numerous clients poses a challenge for sales professionals, as fully understanding all their needs seems almost impossible. The solution to this problem lies in eCommerce data analysis, which ensures not only the recognition of needs or the categorization of clients but also awareness of behavioral patterns. Detecting decision-making patterns can be crucial in building long-term customer relationships, as it allows the identification of current and future trends and hidden customer expectations. Once the benefits of data in B2B business are known, the next question is how to collect and analyze it?

The simplest way to start is by working with Google Analytics and Search Console. These popular tools gather dozens of pieces of information about traffic on your website, allowing the examination of search effectiveness, visibility, the efficiency of advertising campaigns, and remarketing efforts. Data analysis is an effective way to support personal customer contact. Will you leverage it when planning your B2B system?

Positive B2B Purchasing Experiences

B2B sales involve specific and elaborate purchasing processes. Regardless of the type of transaction, there is always a client with specific preferences alongside the seller. When designing an online store, it is crucial to consider what functionalities will respond to the unique needs of business partners and tailor the user experience (UX) design accordingly.

The order placement process must be simple and intuitive. Intelligent search, a clear form, extensive filters, and product categories are essential for comfort during individual transactions. Equally important for B2B clients is a comprehensive view of cooperation with the online store, covering both past and future perspectives. Therefore the crucial thing is transparency and efficient operation of features such as:

• access to order history,
• the option to repeat transactions,
• and the selection of delivery dates with sufficient notice.

UX not only ensures comfort using the sales platform but also provides an opportunity to increase B2B client loyalty and trust. Modern communication allows offering services beyond transactional support. Online B2B platforms hosting webinars, online training, instructional materials, or newsletters represent added value that can ensure long-term collaboration based on trust.



Streamlined Order Fulfilment Process

A complex and multi-stage ordering process? Time is often a decisive factor in professional relationships. Even a slight extension of the purchasing process can negatively impact further collaboration between partners. How to combat time constraints? eCommerce proves helpful once again. Implementing your B2B platform guarantees various solutions to streamline individual stages of purchases, including:

• automatic shopping cart saving,
• intelligent search,
• access to order status,
• viewing order history and the ability to repeat orders

Each of these options represents a significant step toward increasing the efficiency of the sales system, providing additional utilities to enhance the customer purchasing experience. Implementing a B2B system results in a visible improvement in your business operations and addresses your partner's needs - a comprehensive solution in two words.

Efficient work of your B2B team

The larger the company, the more individuals involved in making final decisions. It is estimated that an average of six people participate in the decision-making process in a B2B company. How to organize your team's work to ensure satisfactory outcomes for both parties, save time, and minimize potential errors?

Surprisingly, 77% of B2B buyers will not contact a sales representative until they conduct their own research online. This underscores the potential of a B2B platform in enhancing the efficiency of the sales team. In this context, leveraging a chatbot for customer contact is highly advisable. A chatbot can handle basic inquiries about the offering, allowing sales representatives to focus on more complex needs and move on to the crucial step: placing orders, which can also be automated.

A B2B platform enables the placement of orders on behalf of the customer. This functionality is particularly useful for handling clients accustomed to the standards of long-term cooperation who are unwilling to forgo direct contact with the supplier for reordering. In just a few clicks, a sales representative can search for products requested by the client and place an order on their behalf. This change is nearly imperceptible to the buyer but allows the seller to save time and minimize the risk of errors.

The transaction does not end with the purchase itself. The next step, invoicing, and the generation of other necessary documents require the involvement of another group of individuals. The option of automatically preparing invoices significantly speeds up the sales process and facilitates document circulation. Undoubtedly, the entire order placement process, from the first conversation to final reconciliation, becomes more efficient thanks to a B2B system.

Cost optimization

The B2B customer value pyramid may differ based on factors such as company size, industry, or the number of employees. In any case, cost optimization stands atop the pyramid, especially in the current economic climate, still recovering from the challenges of 2020. Effective optimization actions should be noticeable both in current operations and in the long term. In other words, it's not just about a one-time cost reduction but about changes in how the company operates. A solution for effective cost reduction and time savings for employees is the implementation of an online B2B system. What benefits, associated with both cost reduction and employee time savings, does a B2B platform bring?

In every business, there are ongoing costs (e.g., office supplies) that can inadvertently burden the budget. Implementing a B2B platform not only limits these expenses but also contributes to accelerating document circulation and simplifying their archiving. Costs can also be avoided during customer service processes. Paper catalogues, individual pricing, and contact requiring meetings at the company's headquarters or numerous phone calls—each of these areas can be optimised. Online product presentations not only eliminate print costs but also enhance purchasing experiences through advanced filters and product recommendations.

The optimization actions implemented by B2B online stores respond to the needs of a new generation of business partners who expect more than just cost reduction—they also pay attention to values represented by the company, such as sustainability. Environmental care, achieved through shortened logistics processes, reduced material consumption, and the possibility of contacting a partner from anywhere in the world, is enabled by B2B platforms in line with the spirit of the times.

Comprehensive management of the B2B system

Your online business is generating increasing profits, meeting customer expectations, and reducing costs. However, the benefits offered by a B2B platform don't end there. What else can its implementation help with?

The answer to this question is comprehensive enterprise management, possible through the integration of the online store with external systems supporting e-business. ERP, WMS, and CRM are terms that will undoubtedly prove useful in the development of your online store. What do they entail?

• Enterprise Resource Planning (ERP): A system comprising modules covering the company's most critical resources and processes. It consolidates both internal and external resources (e.g., logistics, sales, finance) within a single database, ensuring the rapid circulation of necessary information. This simplifies functionalities like reporting, financial data analysis, and inventory tracking.
• Warehouse Management System (WMS): A system managing the warehouse. It provides real-time information on the current stock status, product location, and delivery status. This significantly improves the logistics path, starting with goods reception and ending with order dispatch.
• Customer Relationship Management (CRM): A system improving customer relationship management. It supports every stage of customer service, from acquisition to retention. Its main advantage is the automation of actions and their analysis through various reports and summaries.

Being present in the B2B market requires substantial knowledge, experience, and market understanding. Opting to invest in a B2B sales platform requires awareness that it is not just a technological project but a significant change in various aspects of the company, including product management, pricing policies, and logistics. Implementing a B2B platform dedicated to business clients is a process that demands proper preparation and time—it is worthwhile to comprehensively develop the project and incorporate additional modules.

Choosing a B2B platform - how to effectively implement a B2B system?

Innovative technologies are increasingly meeting personalized needs, influencing the growing dynamics of online B2B systems. According to the Santander report "E-commerce B2B - biznes w sieci" 96% of companies that have already implemented sales platforms express the desire for further system improvement. The ultimate decision to implement a B2B online store always rests with you. You already know the seven benefits—are you ready to discover more on your own?