Ecommerce capabilities can help complement a B2B brand’s offline sales.
While ecommerce-based businesses have reshaped consumer behaviour and helped B2C brands supplement their offline sales, this article notes the benefits B2B brands can also derive from developing ecommerce capabilities.
The author highlights the growing use of an ecommerce presence by B2B businesses as a “24/7 shop or account manager”. While strategic approaches may differ from brand to brand, the larger aim is using ecommerce as a complimentary sales channel that supports store sales.
Europe-based Schoeller Allibert is an example of a B2B company whose online store enabled the brand to offer bespoke solutions to its customers via a live-chat system. Its web shop has seen uptake with SMEs that were looking for easy payments and for products that could be bought at low minimum-order quantities.
[3 minute read]