With the North American B2B ecommerce market expected to surpass $4,600 billion by 2025, it has become important to dive into the details of B2B Commerce. Salesforce B2B Commerce emerges as a game-changer, revolutionizing how businesses engage in online transactions. 

This powerful platform goes beyond conventional sales systems, offering tailored solutions for business-to-business interactions. Seamlessly integrating within the Salesforce ecosystem enables companies to craft personalized buying experiences while harnessing customer data for targeted marketing and service enhancement. As industries adapt to digital transformation, the significance of Salesforce B2B Commerce becomes undeniable in shaping the future of efficient and customer-centric commerce.

What is B2B Commerce?

B2B (Business-to-Business) commerce refers to the transaction of goods, services, or information between businesses through digital platforms or electronic means. It involves the exchange of products or services from one business to another, typically in bulk quantities. B2B commerce encompasses various activities such as procurement, sales, marketing, and supply chain management tailored specifically to meet the needs of businesses, facilitating trade relationships and transactions conducted between companies rather than with individual consumers.

Types of B2B commerce

B2B2C:

In this model, businesses interact directly with consumers, bypassing intermediaries. Manufacturers or wholesalers partner with businesses (B2B) or sell directly to end consumers (B2C) via virtual storefronts, ecommerce sites, or apps. Although consumers purchase from an affiliate, the product, branded and dispatched by the manufacturer, maintains a distinct business identity.

Wholesale:

The wholesale B2B model involves bulk purchase and resale at retail prices, often from manufacturers or distributors. Traditionally, phone or email-based wholesale transactions now leverage B2B e-commerce platforms, offering a digitized, user-friendly interface for seamless buying experiences.

Manufacturers:

Manufacturers produce finished goods sold to other manufacturers, suppliers, or wholesalers. Transitioning online, manufacturers are increasingly tapping B2B ecommerce. Over a third projected significant growth in B2B sales, with 54% aiming to sell directly to consumers, aligning with evolving B2B buyer expectations.

Distributors:

Distributors act as intermediaries between manufacturers and end customers, collaborating closely to enhance product visibility and drive sales. In ecommerce, these transactions occur through platforms, amplifying growth opportunities. Ecommerce distribution surged by 26.3% from 2019 to 2020, highlighting the potential for distributors to leverage online platforms for unprecedented growth and meet evolving customer expectations set by giants like Amazon.

Stages of B2B Business Growth

New/Startup

At inception, your B2B venture emerges from an idea, birthing a brand. Products or services are developed and marketed, with initial sales gradually growing. This stage demands market research, consumer segment identification, and adaptation based on early customer feedback.

Growth/Survival

Post-launch, profits rise, but sales are not at par with them. Revenue covers operational costs, inviting exploration of new opportunities. Increased competition mandates a reassessment of the business model, including sales, marketing, and operational strategies.

Expansion

Market presence solidifies, yielding rapid cash flow and revenue growth. Yet, saturation and emerging competition may slow this progress. To sustain growth, businesses diversify revenue sources, explore new products, and expand into fresh markets.

Maturity

Peak market dominance leads to stable cash flows and thinner profit margins. Expansion plateaus, prompting considerations of an exit strategy or reinvention. Embracing new technologies, exploring markets, and innovation can rejuvenate growth and revive the journey.

 

Understanding these stages provides insights into where your B2B business stands, aiding in preparedness for challenges and agile resolution. Each phase demands distinct strategies and resources, akin to nurturing a seedling into a towering tree, charting a robust path to sustained success.

Advantages of B2B e-Commerce

The adoption of B2B e-commerce platforms presents a transformational opportunity for businesses, offering a myriad of benefits that streamline operations, boost sales, and elevate customer experiences, ultimately propelling growth and market expansion.

Scalability for Market Demands

B2B e-commerce offers scalability, enabling businesses to grow and adapt swiftly to market demands. Platforms like HubSpot Payments demonstrate the ability to scale services seamlessly across diverse company sizes, expanding customer reach and market segments without incurring excessive costs.

Increased Sales and Brand Visibility

E-commerce platforms function as a sales team, elevating brand visibility and augmenting sales. They attract new markets while retaining existing customers through personalized experiences, empowering clients in the ordering process. For instance, HubSpot efficiently stores and manages contracts, CRM, and payments, ensuring an efficient buying process.

Cost Efficiency through Automation

Automated ordering and e-commerce platforms drive down costs by streamlining processes. Platforms like HubSpot Payments facilitate streamlined quote-to-cash processes, minimizing rework and ensuring faster payment, thus reducing manual errors and lead times.

Enhanced Customer Service and Self-Service Options

B2B e-commerce platforms offer self-serve options, granting businesses access to account information and order history round-the-clock. This empowers clients while freeing customer service for more critical interactions, fostering a truly customer-centric experience.

Boost in Productivity and Efficiency

Automation within B2B e-commerce streamlines workflows, freeing up resources for other vital areas. Platforms like HubSpot boast user-friendly interfaces that integrate seamlessly with backend processes, ensuring efficient reordering and reduced errors.

Expanding Reach to New Markets

Online sales portals and digital catalogs facilitate reaching new markets and customers. SEO-optimized sites enhance brand awareness and global accessibility, eliminating concerns about time zone differences and allowing companies to reach a global audience effortlessly.

Data-Driven Insights for Better Decisions

B2B e-commerce provides valuable data and analytics, empowering marketing teams to track efforts, identify weaknesses, and enhance revenue generation. Integrations like HubSpot Payments offer insights into CRM, sales, and product data, improving sales engagement and customer experiences.

Increased Brand Awareness through Online Presence

An online presence via B2B e-commerce amplifies brand growth. Companies like HubSpot leverage SEO strategies through content creation, elevating digital marketing, and establishing themselves as industry resources.

Flexible Payment Options Enhancing Sales Processes

Seamless order management systems and diverse payment options, such as those offered by HubSpot Payments, enhance customer satisfaction. Automatic payment renewal settings streamline recurring payments, fostering client retention.

Multisite Capability for a Versatile Shopping Experience

E-commerce platforms facilitate a seamless shopping experience across multiple devices and platforms, enhancing sales effectiveness. Launching new channels and co-branded e-commerce sites augments marketing efforts and sales potential.

Pioneering Trends Reshaping B2B eCommerce

B2B eCommerce is undergoing a seismic shift, with trends dictating the evolution of business interactions and consumer behaviors. Here are the dominant trends steering the course of B2B commerce:

Trend #1: Self-Service Buying Evolution

Changing Sales Rep Roles: B2B buyers increasingly favor self-service buying, leading to a significant shift in the roles of sales reps. Utilizing omnichannel and hybrid sales models, B2B sales reps navigate this transformation by integrating digital channels and employing data-driven insights to enhance the sales process. Offering seller-free buying options and value-added services and focusing on deep sales to build trust and value are pivotal strategies.

Trend #2: B2C-Like Experiences for B2B

Digital Selling Norms: B2B eCommerce experiences are mirroring B2C realms, emphasizing transparent pricing, real-time inventory, and tailored content. Aligning with the Amazon Prime model, delivering quick order fulfillment, hassle-free returns, and engaging content tailored to specific buyer stages become focal points. A robust eCommerce platform supporting features like product filtering and diverse fulfillment options is imperative.

Trend #3: Mobile-Centric Approach

Mobile-Centricity: B2B buyers utilize numerous sales channels during product research, with an increasing emphasis on mobile-focused channels like social media, mobile apps, and text messages. Integrating these channels during the buying journey has become crucial for businesses, necessitating a mobile-first approach and new digital touchpoints.

Trend #4: Automation Revolution

Operational Streamlining: Automation is the cornerstone for B2B eCommerce operations, reducing repetitive tasks, minimizing errors, and enabling sales and customer service teams to focus on meaningful engagements. Real-time inventory visibility, streamlined order processing, and enhanced customer service through automation optimize B2B capabilities.

Trend #5: Omnichannel Experiences

Meeting Buyer Expectations: B2B buyers traverse multiple channels during their purchasing journey, underscoring the importance of seamless omnichannel experiences. Remote interactions, facilitated by digital tools like video conferencing and chatbots, remain entrenched, necessitating investments in unified technology and data-driven customer views.

Trend #6: Embrace B2B Marketplaces

Marketplace Expansion: B2B sellers leverage third-party eCommerce platforms like Amazon Business and Alibaba.com to expand reach, assess competition, and enhance buyer convenience. Integrating with marketplace accounts, utilizing analytics, and diversifying marketplace presence cater to evolving buyer preferences.

Trend #7: Recurring Orders Boost

Sustained Revenue through Repurchases: Recurring orders and subscription renewals denote high customer satisfaction and reliable revenue streams for B2B sellers. Leveraging order management systems to support subscription-based pricing and incentivizing returning customers enhances loyalty and profitability.

Trend #8: Tech Investment Surge

Adoption of eCommerce Technology: The digital transformation witnessed a significant surge, with 65% of B2B companies now incorporating eCommerce infrastructure. Embracing headless commerce, seamless integrations, multi-channel capabilities, and adaptive technologies ensure streamlined B2B operations and responsive customer interactions.

Industrial Transformation: B2B E-Commerce’s Influence on Industrial Enterprises

Industrial enterprises are undergoing a profound shift characterized by the burgeoning influence of B2B e-commerce. UPS and Kantar TNS’s biennial survey, encompassing 2500 industrial buyers globally, including 200 in France, showcases a remarkable evolution in procurement behavior. The 2017 study underscores an overwhelming adoption of B2B e-commerce among European industrial buyers, marking a significant paradigm shift and offering an avenue for new market stakeholders to emerge.

Digital Disruption: Redefining Supplier Selection

The biennial UPS study, initiated in 2013, keenly investigates how industrial buyers choose their suppliers, focusing on service expectations and factors triggering supplier changes. The latest findings demonstrate a significant shift propelled by digitalization. Direct online procurement and marketplace utilization have surged, correlating with increased supplier relationship volatility.

French Market’s Digital Revolution

Notably, the French industrial market stands at the forefront of this digital revolution. The digital norm, encompassing more than half of all transactions, marks a radical departure from traditional approaches reliant on calls and emails. The surge in B2B e-commerce, however, raises the bar for service expectations. Around 88% of surveyed buyers emphasize on-site services like maintenance and repairs.

Adapting to the Evolving Industrial Terrain

For industrial distributors, the influx of online marketplaces and direct purchases poses a significant challenge. The study indicates a shifting allegiance among buyers toward user-friendly websites and mobile applications. This transition urges traditional distributors to embark on a digital metamorphosis without delay.

Emphasis on After Sales Service and Security

Buyers’ focus on after sales service has amplified substantially over the years, illustrating the pivotal role of fault management and prompt order delivery. Amidst the surge in B2B e-commerce, the capability of distributors to enhance service quality becomes a decisive factor in their sustainability.

Salesforce B2B Commerce with CloudStreet

Transform your B2B commerce swiftly with CloudStreet’s Lightning Accelerator Package for Salesforce B2B Commerce. Quickly establish custom storefronts for partners, distributors, and wholesalers in just weeks. Elevate sales and engagement through tailored portals, boosting revenue and streamlining operations. 

This package offers intuitive features, simplifying reorders and catering to industry-specific needs. Scale your business rapidly, innovate, and connect seamlessly with CloudStreet’s accelerated B2B commerce solutions. Explore the potential for growth today! Schedule a call and learn more at Salesforce B2B Commerce by CloudStreet.

Common Questions about Salesforce B2B Commerce

Is Salesforce B2B Commerce only for large enterprises?

No, Salesforce B2B Commerce caters to businesses of all sizes. While larger enterprises often leverage its scalability, smaller businesses benefit from its customizable features tailored to their needs.

Can Salesforce B2B Commerce integrate with existing ERP systems?

Yes, it’s designed for seamless integration with various ERP systems, ensuring a smooth flow of data between the commerce platform and other crucial business applications.

How does Salesforce B2B Commerce handle complex pricing structures?

It offers robust pricing and quoting capabilities, accommodating complex pricing structures such as volume discounts, tiered pricing, contract pricing, and more.

Does it support international sales and multiple currencies?

Absolutely. Salesforce B2B Commerce supports multiple languages, currencies, and tax regulations, facilitating global sales and catering to diverse markets.

What kind of analytics and reporting tools does it provide?

The platform offers comprehensive analytics and reporting functionalities, empowering businesses to gain insights into customer behavior, sales performance, and marketing effectiveness.

Can I personalize the buying experience for different customer segments?

Yes, the platform allows for extensive personalization, enabling businesses to tailor experiences based on customer segments, preferences, purchase history, and behavior.

Can we integrate customer service features within the commerce platform?

Absolutely. Salesforce B2B Commerce seamlessly integrates with Salesforce Service Cloud, enabling businesses to provide top-notch customer service within the same ecosystem.

How secure is Salesforce B2B Commerce for handling sensitive business data?

Security is a top priority. The platform adheres to robust security standards, including data encryption, role-based access control, and compliance with industry regulations, ensuring the protection of sensitive business information.