I present to you the translation cycle about e-commerce in the B2B segment. Lyrics by Justin King is a senior partner at B2X Partners. For more than 20 years working on the advanced B2B e-commerce in the United States.

Not all of the above arguments found a response in the soul of the domestic g2ur of the b2b format, however, the material is interesting and important for everyone who has set himself the goal of creating and / or promoting a business in this segment.



The first chapter of the "Guide to E-commerce" by Justin King.

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Chapter 1. Basics of B2B E-commerce

Before you start creating a website in the field of B2B e-commerce, it will be helpful to ask yourself a few questions:

1. What are the basics of e-commerce in the B2B segment?
2. What do customers expect when coming to a B2B site?
3. How to meet these expectations?

Brian Carpizo, an information technology specialist, writes about customer expectations:

“B2B and B2C E-commerce are very similar. Therefore, it is important to remember that your customers are not just experienced B2C consumers, but are accustomed to the workflows of this segment and use them in everyday life. ”

Remember, buyers have custom baggage that they will take with you on your website.

Key customer expectations

Let's look at some of the functionality of e-commerce, well developed in B2C online stores:

• Multi-level catalog with complex filtering;
• High-resolution images with different viewing modes: 3D, zoom, etc .;
• Various interrelationships of goods: cross-selling, upseling, replacement components, accessories, warranty and so on;
• Packaging, kits, product configuration and assortment;
• Information about the availability of goods, delivery terms;
• Search search search synonyms, autocompletion, sorting by relevance;
• SEO - quality snippets, static URLs, one-page for search engine optimization;
• Promotion - buy / get free, X% discount for $ Y purchases, promotional codes, etc.
• Displays on displays of different resolutions and formats: widescreen monitors (1920px or more);
• Recycle Bin - the function “postpone”, send by mail a basket of goods, save credit card data for future purchases.

2 - Special expectations

Most B2C e-commerce features are directly applicable to B2B. However, there are unique features of B2B that are not in demand in B2C. Without them, the system will be ineffective and useless for B2B. Some of these features are:

• Catalog - multiple catalog display for each customer segment (grid or list);
• Price - different price lists for each group of customers, quantitative price changes, dynamic prices;
• Support for business accounts: support account organization with multiple users;
• Order confirmation process for customers with different access levels (limits);
• Request for Commercial Offer (KP) - approval of the offer, rejection, counter offer;
• User-defined order template for easy re-purchase;
• Extended payments - personal account, electronic payment (EFT), Level 2 and Level 3 protection certificates;
• Integration and integration of the catalog into the eProcurement system with punchout support;
• Quick order and support for loading an order in CSV;
• Account information - invoices, payments, order history, delivery status;
• Search management (the ability to easily find data on the site);
• Thoughtful navigation;
• Many sites and showcases for selectively displaying distributor products (B2B & B2B2C).