B2B marketing has long been under-represented, not to mention B2B ecommerce.

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Here are a few things to consider when approaching B2B ecommerce:

1. Operationalise online ordering

Order processing is a key element to making the purchase happen online. It’s critical to make it easy for customers and staff to manage the transaction process. Engagement starts here and you need to deliver a great user experience to give customers reasons to move online.

2. Market to, and acquire new customers through online channels 

Opening a channel for online acquisition creates new ways to market and reach customers. Adopt this B2C tactic and get your organic and paid search optimised, as well as email and display.

3. Enable customer self-care to improve efficiency 

Self care portals should provide staff with the ability to interact with customers online or through the phone, if necessary.

4. Adopt B2C merchandising and marketing tactics 

The B2C market has already proven the power of merchandising and marketing in driving extra sales.

Once on the site, B2C style merchandising such as offering related products and personalised offers based on the corporate purchase history can drive extra revenues. 

5. Multichannel and mobile

Consider multichannel for customers and staff members. The convenience of mobile access and the ability to place an order on mobile devices and tablets is a growing trend.

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