Top 3 B2B eComm Implementation Mistakes
Top 3 B2B eComm Implementation Mistakes
Modern B2B ecommerce has evolved far beyond basic online ordering systems. Today’s business buyers expect the same seamless digital experiences they encounter in their personal lives.
Yet many established B2B companies are operating on legacy platforms that were implemented years ago with a “get online fast” mindset rather than a strategic growth approach.
For manufacturers and distributors generating $10-200M in annual revenue, the stakes are particularly high. While these organizations have proven their ability to succeed through traditional channels, capturing the next phase of growth requires a digital commerce foundation built specifically for how modern B2B buyers research, evaluate, and purchase.
According to Forrester Research, the global B2B eCommerce market is expected to hit $18.7 trillion by 2027 – that’s up from just $889 billion in 2017.
While it may come as a surprise to many, the volume of fasteners, medical supplies, electrical hardware, and other company-specific products sold online surpasses the amount of footwear, make-up, and music sold to customers through the Web.
By recognizing these common mistakes you can escape the shortcomings, and enjoy the advantages associated with B2B eCommerce implementation.
With that in mind, let’s take a look at three of the most common errors businesses make when introducing B2B eCommerce—and what to do in order to avoid them.
Mistake #1: Failing to Clearly Define Your Requirements
The stakes of modernizing business operations to meet digital commerce demands are significant. While many organizations recognize the need to enhance their digital commerce capabilities, the path forward requires careful consideration rather than rushed implementation.
Consider Your Digital FoundationThe most successful B2B digital transformations begin with a comprehensive evaluation of:
- Current and future business objectives
- Customer expectations and buying behaviors
- Operational workflows and processes
- Integration requirements with existing systems
- Scalability needs for the next 5-10 years
The Cost of Rushed Decisions
Many manufacturers and distributors have learned costly lessons from hastily implemented ecommerce solutions. Common consequences include:
- Platform limitations that restrict growth
- Poor user adoption due to misaligned functionality
- Integration challenges with ERP and other core systems
- Expensive replatforming projects within 2-3 years
Mistake #2: Undervaluing Consumer Experience
B2B companies have a bad habit of putting up tricky-to-use eCommerce storefronts, add-ons to their existing ERP systems, and simply waiting for orders to show up. When the orders don’t “show up” , they either start blaming their clients or conclude that eCommerce isn’t a realistic choice for them.
They are incorrect on both counts.
When developing a digital commerce channel, it is critical to prioritize the user experience (UX). Today’s B2B buyer wants the digital user experience to facilitate their work and reflect consumer-like shopping experiences. How can you expect customers to use your website if the process is confusing and the site is difficult to use?
Take into account that business buyers’ demands are shaped by their personal encounters purchasing from the world’s most advanced eCommerce sites. Retailers such as Amazon continue to raise the bar for online retailers, which includes your business, whether you want it to or not. While B2B websites must support B2B buying workflows and subtleties such as tiered, volume, or one-off pricing, custom catalogs, and billing on credit terms, the fundamental elements of a B2C website must also be included. Your eCommerce site will be ineffective if the search, navigation, item details, listing pages, shopping cart, and checkout are not streamlined to live up to the standards of modern digital buyers.
Customers will return if you invest heavily in creating a desirable UX.
Mistake #3: Failing to Engage Your Sales Team
Your sales force is tense. When they hear the term “eCommerce,” they immediately think of competing with others and losing commissions.
In the vast majority of cases, fear is unwarranted. Regrettably, numerous B2B replatforming initiatives are launched without considering the sales team’s input, at least in terms of planning and delivery. As a result, a large percentage of value is lost, and sales staff will fight against eCommerce adoption among your client base once your site is live.
In reality, eCommerce increases the sales team’s productivity by enabling team members to devote more time to strategic issues with key accounts. A good eCommerce website saves time spent on low-value, routine tasks like entering orders or responding to order status concerns. Furthermore, if sales team members are paid a commission on eCommerce sales made to their accounts, economic incentives are connected too.
Don’t limit your re-platforming efforts to a few senior executives or to the marketing division. Instead, make strategic use of your sales team. When selling channels are in sync, real value unlocks are available, and involving the sales team early in defining your requirements and setting objectives will improve your return when you launch.
Advantages of Successful Re-platforming
By 2025, 80% of B2B sales interactions between suppliers and buyers will occur in digital channels. Consider what this level of sales penetration could mean for your company. eCommerce sales are not only more cost effective to process, but they frequently have higher gross margins. Online sales frequently represent incremental revenue, either through increased share of wallet from existing customers or new customers.
Obtaining these outcomes for the business necessitates a substantial investment of both external and internal resources. Companies that prepare for and start executing on this opportunity, on the other hand, can see a real return on investment. If you do it correctly, you’ll soon be able to eat your slice of the pie.
Don’t Make the Same Mistakes
Ready to transform your B2B eCommerce experience? Let us help you align your technology with your business goals. Reach out to learn more, or check out our blog for insights on digital transformation and eCommerce trends.
