B2B eCommerce for Distributors

A distributor is usually the middleman between the manufacturer and the customer. Most distributors sign contracts with manufacturers enabling them to represent the manufacturer in certain territories. Distributors primarily sell to other businesses and not to consumers.

Let’s consider B2B electronic distributors. Many sell to wholesalers, retail partners, retailers, or other businesses simultaneously. However, their B2B customers, like independent consumers, want to compare products, place orders, and get their deliveries fast. Thus, B2B eCommerce can help distributors grow sales, increase average order values, and repeat purchases.

Today’s B2B customers expect their distributors to be online and have complete, up-to-date product information in easy-to-use ordering portals. A B2B eCommerce presence attracts new customers, allows them to browse, order, and reorder products. In the back-office, eCommerce helps distributors automate data entry, order approvals, contract negotiation, and offer better customer service.

As more and more customers move online to make purchases, they demand better customer experiences. To meet customer expectations, distributors must go beyond SEO-friendly and responsive websites. They must embrace an omnichannel sales strategy and expand across industry verticals, sales channels, and geographic locations. Thankfully, a B2B eCommerce platform makes all of that possible.

While there are no reasons why distributors shouldn’t try eCommerce, many distributors are discouraged from investing in eCommerce. Some think that their products and customers are not made for eCommerce, while others doubt that their digital transformation investment will pay off.

The turbulent 2020 has shown us that moving online might be the only way to remain profitable. Advances in technology make it easier to meet customer expectations and boost staff productivity. Furthermore, creating an eCommerce presence does not require huge software development teams, clunky software, or lengthy timelines. With the help of an eCommerce ROI calculator, distributors can estimate the cost of their project before they begin.

To build an ideal eCommerce website for distributors, you’ll need to start by researching your industry and customers. Then, look within your B2B business and identify the features and capabilities you need and the technology you can use.

To do this, you’ll need to assemble or get together your IT team and connect them with marketing, sales, and customer service staff. Getting input from various departments will help you identify real problems and narrow down the B2B eCommerce solutions that could be right for you.

Business buyers are looking for selection, convenience, personalization, and a smooth buying experience. If you plan on selling through eCommerce for distributors, your platform must be flexible enough to adjust to every buyer. Storefronts should display personalized products, product information options, and pricing according to customer. Self-service portals must allow customers to manage orders and track their shipments.

Distributor B2B eCommerce sites should support account management options, permission management, custom price generation, various payment and shipping options. They should also support multiple organizations, languages, locations, and currencies. Lastly, the platform should be robust and flexible enough to support complex integrations and deploy in many different environments.