What Is B2B eCommerce? Definition, Types, and Examples of Use

Direct-to-Business (D2B)

This model involves businesses selling their services or products directly to other businesses through their own online storefront. D2B eCommerce allows companies to maintain full control over their branding and customer experience, but it requires a significant investment in technology and infrastructure.

Marketplaces

B2B marketplaces like Alibaba or Amazon Business provide a platform for businesses to buy and sell products and services with one another. Marketplace B2B offers a wide range of products and services from different sellers, making it easy for businesses to compare prices and find what they're looking for.

Procurement

This type of B2B eCommerce involves businesses using online platforms to streamline their procurement processes. B2B procurement software allows businesses to automate tasks like purchase orders, supplier management, and invoice processing, reducing the need for manual labor and improving efficiency.

e-Procurement

Similar to B2B procurement, procurement involves the use of online platforms to manage procurement processes. However, B2B e-procurement systems are often more sophisticated and can be integrated with other business systems, like inventory management and accounting.

B2B2C

B2B2C involves businesses partnering with other businesses to sell products or services directly to consumers. For example, a clothing manufacturer might partner with a retailer to sell their products to consumers through the retailer's online store.

Wholesale Businesses

Wholesale businesses are essentially intermediaries between manufacturers and retailers. They buy products in bulk from manufacturers and then sell them to retailers at a markup. This type of B2B business is ideal for those who have a knack for finding great deals and are skilled at negotiating prices. Wholesale businesses often require a large amount of capital to get started, as they need to purchase inventory upfront.

Manufacturer Businesses

Manufacturer businesses, as the name suggests, are involved in the production of goods. They create and sell products to other businesses, who then sell them to consumers. This type of B2B business can be incredibly rewarding, as it allows you to create something from scratch and bring it to market. However, it can also be complex and requires a lot of resources, including a production facility, machinery, and skilled labor.

Distributor Businesses

Distributor businesses act as intermediaries between manufacturers and retailers, similar to wholesale businesses. However, they differ in that they don't own the products they sell. Instead, they simply act as a middleman, buying products from manufacturers and selling them to retailers at a markup. Distributor businesses are ideal for those who don't want to deal with the hassles of manufacturing, but still want to be involved in the supply chain.

These are just a few of the most common types of B2B eCommerce models, but there are many other variations and combinations out there. No matter which model a business chooses, the key to success in B2B eCommerce is providing a seamless and efficient buying experience for customers.

Amazon Business

Amazon Business is a leading example of B2B eCommerce, offering a wide range of products for businesses of all sizes. The platform allows businesses to purchase products at discounted prices and offers additional benefits such as free shipping, exclusive pricing, and business-only products.

McKesson

McKesson is a leading healthcare services and information technology company that offers a broad range of medical supplies and equipment to healthcare providers. Its digital commerce platform, McKesson Medical-Surgical, allows customer groups to place orders online and offers a comprehensive range of products, from bandages to surgical equipment.

Alibaba

Alibaba is one of the world's largest B2B eCommerce marketplaces, connecting business buyers and sellers across the globe. The platform offers a wide range of products and services, from electronics to textiles, and provides a streamlined buying process that allows businesses to source products quickly and efficiently.

Microsoft

Microsoft's eCommerce platform provides businesses with access to a range of software and hardware products. The platform offers a personalized buying experience, with customized pricing and product recommendations based on the customer's needs and preferences of digital channels.

Google Cloud

Here you have an example of B2B eCommerce that provides businesses with access to cloud-based computing services. Google Cloud offers a range of services, from data analytics to machine learning, and allows businesses to scale their operations as needed.

Facebook for Business

Facebook for Business is a B2B eCommerce platform that allows businesses to run targeted advertising campaigns on the social media platform. It provides businesses with a range of tools to create and manage campaigns, track their performance, and target specific audiences.

Oracle

Oracle is a leading provider of enterprise software and cloud services, offering businesses a comprehensive range of products and solutions. The company's eCommerce platform allows businesses to purchase software licenses and services online and provides a streamlined purchasing process that saves time and money.

Salesforce

Salesforce is a cloud-based customer relationship management (CRM) platform that provides businesses with a range of tools to manage their customer interactions. The company's eCommerce platform allows businesses to purchase software licenses and services online and provides a personalized buying experience that meets their specific needs.

General Electric

General Electric (GE) is a multinational conglomerate that operates in various industries, including aviation, healthcare, and energy. GE has a comprehensive eCommerce platform that offers products and services to businesses in these industries. Their site is user-friendly, making it easy for businesses to find the products they need and order them quickly.

Chocomize

Chocomize is a B2B eCommerce site that allows businesses to customize chocolate bars with their branding and messaging. They offer a wide range of customization options and packaging solutions, making it easy for businesses to create unique and personalized gifts for their clients and employees.

ScaleTrains

ScaleTrains is a company that specializes in manufacturing model trains and accessories for the hobbyist market. They also offer their products through their B2B eCommerce site, where they provide a seamless shopping experience for retailers and distributors.

Printful

Printful is another great example of a B2B eCommerce site that is doing it right. They offer custom printing and fulfillment services for businesses looking to create branded merchandise. Their site is easy to navigate and offers a wide range of products and customization options, making it a great choice for businesses of all sizes.

eJuices

eJuices.com is a B2B eCommerce website that sells e-liquids and vaping products to retailers and distributors. They have a wide selection of products from various brands and make it easy for businesses to find what they need and place orders quickly and efficiently.

Their robust search features, a generous rewards program, and focus on personalized customer experience, among other factors, are what makes eJuices one of the best wholesale eCommerce platforms on the market.

These examples of B2B eCommerce demonstrate the diversity and innovation that exist within the industry. From marketplaces like Alibaba to software providers like Microsoft and Salesforce, these companies are transforming the way businesses buy and sell products and services online. As B2B eCommerce continues to grow, we can expect to see even more exciting developments in the years to come!

B2B eCommerce Myths

There are a lot of misconceptions out there about what it takes to run a successful B2B business. Some people believe that B2B businesses are boring, lack innovation, and don't require as much marketing as B2C businesses, or that they're not even equipped to sell online. Let us tell you that these myths are just that—myths!

Myth #1: B2B Businesses Are Boring and Offer Little to No Value

One of the most common myths about B2B businesses is that they're boring. People often assume that B2B businesses only sell products or services to the next business (wholesale eCommerce), and that these products or services are inherently dull.

But the truth is that B2B businesses can be just as exciting and innovative as B2C businesses. In fact, many B2B companies are at the forefront of technological advancements and are constantly pushing the boundaries of what's possible. How's that for not offering any value?

Myth #2: B2B Businesses Don't Require as Much Marketing

Another common myth about B2B businesses is that they don't require as much marketing as B2C businesses. This is simply not true.

While it's true that B2B businesses often have smaller, more targeted audiences, they still need to invest in marketing to generate leads and grow their customer base.

In fact, B2B marketing can be just as creative and impactful as B2C marketing and can involve a wide range of strategies, from content marketing and social media to email marketing and events.

Myth #3: B2B Businesses Don't Innovate

There's also a myth that B2B businesses are less innovative than B2C businesses. This couldn't be further from the truth.

Many B2B businesses are responsible for some of the most groundbreaking innovations in their respective industries, from new medical technologies to sustainable energy solutions. B2B businesses often have to be even more innovative than B2C businesses, since they're catering to the needs of different businesses, which often have high standards and specific requirements.

Myth #4: B2B Companies Don't Do eCommerce

If you thought that automated sales processes had no place in a B2B environment, you thought wrong!

According to recent research, a significant 65 percent of B2B companies across different industries have now incorporated eCommerce capabilities, which means they are able to fully execute online sales transactions. This percentage has increased from 53 percent in early 2021, and it has been driven by the surge in digital adoption over the past two years.

Interestingly, B2B sellers are now more inclined to offer eCommerce channels than in-person selling, which is a first. This trend has continued even as face-to-face interactions have resumed with the widespread vaccine rollouts.

10 Effective B2B eCommerce Marketing Tactics

Remember myth#2? We managed to establish that marketing is crucial in terms of B2B eCommerce if you want to grow your business and reach your target audience. So, whether you're just starting out or looking to expand your existing B2B eCommerce efforts, these tactics can help you drive more traffic, increase conversions, and boost sales.

1. Content Marketing

Creating high-quality content is a great way to attract and engage your target audience. By publishing blog posts, videos, and other types of content, you can position yourself as an authority in your industry and provide valuable information to potential clients and customers. Content marketing can also help improve your SEO and drive more online purchases.

2. Email Marketing

Email marketing remains one of the most effective ways to reach your target audience and promote your products or services. By building an email list and sending out regular newsletters or promotional emails, you can keep your audience engaged and informed about your latest offerings.

3. Influencer Marketing

Influencer marketing involves partnering with industry experts or thought leaders to promote your products or services. By collaborating with influencers in your niche, you can reach a wider audience and build trust with your possible customers customers.

4. Retargeting

Retargeting involves showing targeted ads to people who have previously visited your eCommerce site but haven't yet made a purchase. By reminding these users about your products or services, you can encourage them to come back and complete the purchase.

5. Customer Reviews

Customer reviews are a powerful tool for building trust and credibility with potential customers. By displaying reviews on your B2B eCommerce website, you can provide social proof that your products or services are high quality and reliable.

6. Social Sharing Buttons

Social media is a powerful tool for reaching new audiences and increasing brand awareness. By adding social sharing buttons to your B2B eCommerce store, you can encourage your customers to share your content with their networks, which can help increase your reach and drive more traffic to your site.

7. Personalized Content

Personalization is key to building strong relationships with your customers. By creating personalized content that speaks to your customers' interests and needs, you can make them feel valued and increase their engagement with your brand.

8. Use SEO to Increase Your B2B eCommerce Store's Reach

Search engine optimization (SEO) is a crucial tactic for increasing your business to business eCommerce store's reach and visibility. By optimizing your site's structure, content, and metadata, you can improve your ranking in search engine results pages and attract more organic traffic.

Also, it is worth noting that in this day and age, when businesses, institutions, and human lives are becoming more and more digitalized, search engine optimization is an absolute must for any online business venture.

9. Solid Keyword Strategy

A solid keyword strategy is essential for optimizing your B2B eCommerce store's visibility in search engines. By conducting keyword research and incorporating relevant keywords into your content, you can increase your site's ranking and attract more organic traffic. There's no SEO without a keyword strategy, so make sure you hire experts to do it for you, if you're not familiar with SEO yourself.

10. Content for Every Stage of Your Funnel

Creating content that caters to every stage of your funnel is a great way to engage your customers and guide them towards a purchase. By providing informational content for customers who are in the awareness stage, educational content for those who are in the consideration stage, and persuasive content for those who are in the decision stage, you can create a cohesive customer journey that leads to conversions.

B2B eCommerce marketing requires a multi-faceted approach that leverages a variety of tactics to reach and engage your target audience. By implementing these effective marketing tactics, you can drive more traffic, increase conversions, and grow your business.

Better Management of Suppliers and Customers

One of the primary benefits of using a B2B eCommerce platform is that it allows businesses to manage their suppliers and customers more efficiently. The platform can streamline processes such as ordering, invoicing, and payment, making it easier for businesses to manage their transactions and relationships with their suppliers and customers. This can help businesses save time and reduce the risk of errors, allowing them to focus on other important aspects of their operations.

Improved Data Analytics

Another advantage of using a B2B platform is that it can provide businesses with better analytics capabilities that can improve marketing strategies and the overall customer experience. The platform can collect data on customer behavior, transaction history, and other relevant metrics, allowing businesses to gain insights into their operations and make informed decisions, even if it involves multiple decision makers. With the right analytics tools, businesses can identify trends, optimize their operations, and improve their overall performance.

Potential Expansion

Using a B2B commerce platform can also open up new opportunities for businesses to expand their operations. With the right platform, businesses can reach new customers all over the world, expand their customer base beyond their local market, and increase their sales. This can help businesses increase their revenue and achieve their long-term goals, as well as open up new opportunities for growth and innovation with new customers.

Customer-Centric Experience

A B2B eCommerce platform can provide businesses with a customer-centric experience that meets the expectations of modern buyers who are used to online sales. With features such as personalized content, product recommendations, and easy-to-use interfaces, businesses can create a seamless shopping experience that drives customer loyalty and satisfaction. This can help businesses build strong relationships with their customers and increase their sales over time.

Increased Efficiency and Productivity

By using a B2B platform, you can automate many of your business processes, such as order processing and inventory management. This leads to increased efficiency and productivity, allowing you to focus on growing your business instead of getting bogged down in administrative tasks.

Possibility of Selling More to Existing Customers

The B2B eCommerce model can help businesses sell more to their current customers. By offering relevant product recommendations, personalized content, and other features that enhance the customer experience, businesses can increase their sales and customer loyalty. This can help businesses generate more revenue from their current customer base and improve their overall performance of sales teams.

The B2B eCommerce system can provide businesses with numerous advantages that can help them improve their performance and achieve their goals. From better management of suppliers and customers to improved data analytics, potential expansion, and exceptional customer service, a B2B platform can be a game-changer for businesses of all sizes and industries.