The demand for B2B eCommerce continues to grow at a tremendous rate. For most manufacturers and distributors, it is no longer optional. But first-time implementations can be challenging, and many organizations fall into predictable pitfalls. This article summarizes 10 keys to consider when starting your B2B eCommerce journey.
B2B eCommerce is not one size fits all. Define what it means for your company with a three- to five-year strategy that addresses business drivers, processes, culture, organization, and technology. Ask hard questions such as: What would revolutionize our business model? How do we become easier to do business with? How do we surpass competitors?
Understanding the digital ecosystem is critical. This includes customer-facing capabilities like eCommerce, digital marketing, and user experience, as well as integration with back-office systems such as ERP, PLM, and MES. Companies that skip this foundation risk being left behind.
eCommerce is not just a marketing or sales initiative. Success requires input from operations, IT, finance, HR, sales, and customer care. Define roles and responsibilities with a RACI or RASCI matrix and prepare for cultural or organizational changes that may be needed to support the initiative.
Leverage third-party solution providers, consultants, and accelerators to avoid reinventing the wheel. These partners bring expertise and tested solutions that can reduce cost and risk compared to building from scratch.
Do not let technology dictate your path. Start by understanding customer and partner needs, then select the technology that supports them. Too often, companies pick a platform first and discover later it does not align with business goals.
Cloud-based SaaS and PaaS solutions make it possible to launch faster and scale over time. Instead of building infrastructure and software internally, use subscription-based services that reduce upfront costs and grow with your business.
Begin with your current customers to build momentum. Pilot groups will provide feedback that helps refine the experience. Their engagement ensures you focus on improvements with the highest impact before expanding to new customer acquisition.
Many B2B eCommerce projects fail because they try to do too much too quickly. Start simple with a subset of products, such as short-tail or standard items, then expand gradually. A crawl-walk-run approach reduces risk and allows your organization to mature over time.
Take advantage of the lessons learned by other companies. Join user groups, attend conferences, and collaborate with peers to avoid pitfalls and accelerate success.
Poor product data is one of the biggest challenges in B2B. Manufacturers must improve data quality through stewardship, standards, and governance. Strong product information management (PIM) and integration approaches are essential for scaling eCommerce successfully.
Just because you use EDI, fax, or phone orders does not mean customers do not want online capabilities. Customers expect order visibility, the ability to make changes, and collaboration tools for complex projects. Modern portals and support platforms can provide everything from order tracking to personalized services and preventative maintenance alerts.
Launching B2B eCommerce is a significant step. By defining strategy, aligning culture, leveraging accelerators, focusing on data quality, and starting simple, companies can avoid common pitfalls and position themselves for long-term growth.
Looking to ensure your first B2B eCommerce implementation is a success? Let’s talk.