Navigating the world of B2B eCommerce can feel like trying to untangle a complex web of processes, expectations, and unique challenges. It's not as straightforward as DTC (sometimes referred to as B2C), and the complexities can sometimes be overwhelming.
At SparkLayer, we've seen firsthand how important it is to understand these nuances to effectively support and grow a B2B business. So, let’s break down some of the key differences between B2B and DTC eCommerce, and how visualising these distinctions can help you grasp the intricacies of B2B!
Here are five areas where B2B eCommerce stands apart from traditional DTC, and why they matter.
1. Placing an Order: A Complex Puzzle
In the DTC world, the customer journey is often smooth and self-guided. From browsing to checkout, it's usually a seamless process where the customer holds the reins. But in B2B, placing an order is far from straightforward. There’s often negotiation involved, with Sales teams stepping in, internal approval workflows to navigate, and customizations or special shipping requirements to consider. An order isn’t just an order until every piece of the puzzle is in place.
For B2B businesses, it's essential to understand that this complexity is the norm, not the exception. And that’s where having a system that can manage these intricacies becomes invaluable.
2. Pricing Rules: One Size Doesn’t Fit All
When it comes to pricing in DTC, things are relatively simple. You set your sale price, and maybe you have an MSRP or RRP for comparison. In B2B, however, pricing is a whole different ball game. A single price won’t cut it. You need to build pricing rules that cater to different customer agreements – some may have fixed discounts, while others have custom pricing based on their unique terms.
This flexibility in pricing is a critical aspect of B2B eCommerce, and getting it right can be the difference between a thriving wholesale channel and a struggle to meet customer expectations.
3. Changing Expectations: The Need for a Better Experience
B2B buyers today are no longer satisfied with outdated, clunky purchasing systems. They expect a smooth, intuitive online experience that rivals what they see in the DTC world. The shift in expectations is clear – if your B2B platform isn’t up to scratch, you risk losing out to competitors who can deliver a better buying experience.
At SparkLayer, we've made it a priority to ensure that our platform not only meets but exceeds these expectations. It's about giving B2B buyers the same level of care and attention that DTC customers have come to expect.
4. B2B Payments: Navigating a Galaxy of Choice
Handling payments in B2B is another area where things can get tricky. Unlike DTC, where payment is usually straightforward, B2B transactions often involve more complexity. Some customers need to pay upfront, while others may have negotiated payment terms like Net 30 or Net 90. Balancing these different payment types is no easy feat, but it’s a challenge that B2B businesses must tackle head-on.
By having a system that can manage these varying payment requirements, you can streamline the process and ensure that all parties are satisfied.
5. Buying Behaviour: High Volume, Low Frequency
The buying patterns in B2B are vastly different from those in DTC. While DTC customers may make smaller, more frequent purchases, B2B buyers often operate on a different timeline. In industries like apparel and fashion, for example, season ordering and pre-ordering can mean that some buyers place only a few large orders each year.
Understanding these buying behaviours is crucial for effectively managing inventory, sales cycles, and customer relationships in the B2B space.
Round up
At SparkLayer, we know that B2B eCommerce comes with its own set of challenges, but it's also filled with opportunities. By understanding the unique aspects of B2B, you can better navigate the complexities and ultimately build a more robust and successful wholesale channel.
If you found this breakdown helpful in visualising B2B eCommerce, feel free to share it with others who might benefit from a clearer understanding of this fast growing industry! And, as always, we're here to help you make B2B eCommerce a reality for your business!