What is B2B ECommerce: A new model and definition for online B2B sellers

B2B ECommerce — is the marketing, selling, and distribution of products from one business to another through online channels.

As more businesses adopt the B2B ECommerce model, buyers’ expectations are now mimicking those of B2C customers. What does this mean for wholesalers? One thing: the need to adapt … or be left behind. But, how?

B2B buyers now prefer ECommerce self-service options at every stage of the funnel — from awareness to consideration to purchase.

The distinguishing factors of a profitable B2B business include:

  • Accounting for the buyer’s whole journey, from lead to revenue
  • Identifying, dissecting, and duplicating buyer behaviors
  • Diversifying sales channels, with online components
  • Utilizing online sales and CRM systems

All of these factors utilize ECommerce or digital technologies – so it goes without saying that investing in B2B ECommerce pays dividends over time for wholesalers in the form of:

  • Time and cost savings
  • Positive buyer experience
  • Greater business predictability