B2B Online Shop: Top 10 Requirements for Online Shops in B2B E-Commerce

The e-commerce business is booming. More and more online shops are entering the market and the trend is on the rise. However, most of the online shops that can be found online cater exclusively to the B2C segment. If, on the other hand, you want to establish an e-commerce business in the B2B sector, there are some things to consider. Because: while most B2B tools can also be used without any problems in the B2C sector, the reverse is generally not the case. The requirements for the B2B sector are too varied. We will explain here what requirements an online shop in B2B e-commerce must meet.

Differences between B2B and B2C E-Commerce

B2C e-commerce is aimed primarily at end consumers. Products and services are sold directly to the consumer. Although business customers can also shop in B2C e-commerce shops, this is usually the exception. B2B e-commerce, on the other hand, is specifically targeted at other companies and resellers. Business customers are the focus here. This is where the biggest difference lies. B2B business is aimed at business customers who often not only have different requirements but also a greater demand. In addition, the sales process for business customers is usually different.

Another difference also lies in the target group. While the B2C sector comprises a multitude of consumers, the customer base in the B2B sector is rather limited. It involves fewer customers, who often purchase the same products – but in larger quantities. Online shop software used in the B2B sector must therefore meet the special requirements of this area.

Meeting the Target Group’s Needs

B2B business is aimed at a relatively small, manageable target group. You typically deal with only a few companies that repeatedly purchase the same products from you. This means that you need to focus on this target group when developing your e-commerce business.

The shop software you want to use for your B2B online shop must enable you to quickly and easily find the desired products. Wish lists, recurring automatic orders, and a detailed customer history are particularly important here. They simplify the shopping process in your B2B e-commerce shop and prevent lengthy searches, which are generally disruptive for B2B customers.

Furthermore, B2B shops are often visited by the same customers repeatedly. For this reason, it is important that the shop software offers the possibility to effectively manage existing customers, view order values, etc. Also, discount promotions, for example for quantity discounts or from a certain order value, are a practical extra that makes your B2B online shop attractive to customers.

Findability of Products and Services

The usability and flexibility of B2B shops are crucial for success. 

Since you predominantly deal with the same customers in the B2B sector, who purchase the same products, it is important that the desired products can be found quickly. A particularly well-programmed search function, filters, and wish lists should be the absolute minimum that a B2B e-commerce software offers. It is also practical to have a search history that saves previously searched terms and results for quick retrieval. An order history, with the possibility to execute the same order again or schedule it for a fixed time, are additional extras that characterize good B2B software for e-commerce.

It is also important that B2B software offers the possibility to set prices individually for a customer. Because, unlike in the B2C sector, it is quite common among business customers to offer different prices to different customers. Tiered pricing based on total order value, individual agreements, and offers, etc., are all factors that can influence the price and must be taken into account by the B2B e-commerce software.

Especially if you trade in goods and products that are subject to daily fluctuations, such as gold or copper, this must be taken into account by the shop software. In this case, only very few, complex software solutions are suitable for your B2B online shop.

Detailed Information

B2B products are generally goods and services that differ from those in the B2C sector. The differences can be as trivial as the quantity or the packaging content, but can also extend to various pricing tiers, loyalty bonuses, etc. For this reason, it is important that the B2B software enables precise product descriptions. Pricing tiers must be taken into account and, if possible, displayed. In addition, the current total order value of the customer must be considered, so that they receive the price they are entitled to. Furthermore, precise details about the packaging content and delivery times in the product description must be included. B2B customers rely on and require accurate details for delivery, as incorrect information may result in a product being unavailable due to delayed delivery.

In addition, there are differences in how products are presented. B2B customers typically look for a specific product or a particular category. They usually do not browse the entire shop offering as end consumers do in the B2C sector. For this reason, a B2B shop software must be configurable so that you can determine which customers see what and which information. This way, you can provide your B2B customers with the information they truly need. Individual customer catalogs are another extra that good B2B e-commerce software should offer.

Fast Transactions and Simple Processing

Entrepreneurs and business customers generally have less time than a B2C customer. They have a multitude of other tasks to attend to. For this reason, it is not only important that the desired products can be found quickly.

Fast payment processing as well as prompt delivery are important. B2B customers rarely have the time to sit at a computer for hours like a private customer and browse an online shop’s offerings. Fast transactions also include a correct and simple processing of payments. Here too, there are differences from the B2C sector. While end consumers typically pay with PayPal, credit card, or prepayment, for companies it is common to pay by direct debit, invoice, or even purchase on credit. The online shop software for your B2B e-commerce must therefore also meet these requirements.

Optimized Delivery and Fast Shipping

Fast shipping and reliable delivery are extremely important for B2B shops, as they primarily rely on regular customers.

In the B2C sector, the delivery and billing addresses are often identical. Only in a few cases are there deviations, and it is even rarer that different delivery addresses are needed.

This is different in the B2B sector. Large companies often have many different branches, which may even be located in other countries. The B2B software must therefore enable the customer to enter as many different delivery addresses as possible. Moreover, these must be saved and the customer must have the option to individually select the delivery location for each order or even for each product. For example, office chairs to the head office in Berlin, some printer cartridges to the branch in Munich. At the same time, the selection and ordering process must remain simple and straightforward. In addition, in many cases, special addresses must also be able to be specified that are not common for B2C customers. Examples include deliveries to construction sites, etc.

Integration and Cooperation with Other Systems

B2B software rarely comes alone. More than with end consumers, an efficient customer management system is important in the B2B sector. You typically use a CRM system for managing customers and leads. In addition, a helpdesk or another support system must be available and in most cases there are additional programs and tools, such as for accounting, inventory, etc., that require internal and external data exchange.

Good B2B software should be able to integrate with and incorporate all, or at least a large part, of these systems. It should have the appropriate APIs and ideally allow for additional functionality through possible extensions and plug-ins. Less important, however, are login pages and payment functions. These functions are generally standardized in the B2B sector. Furthermore, logins are much less common and the process differs from that in the B2C sector.

Furthermore, very good B2B software also enables the integration and interaction with well-known systems such as SAP. This way, the shopping cart and billing are generated directly in SAP, making the management and administration of purchases easier and more convenient for you and the customer.

Information Center and Customer Service

Because B2B customers are often institutions or companies, their management is even more important than with B2C customers.

Good B2B software offers your customers a comprehensive information center. Here, not only current orders and their status should be displayed, but also past orders. In addition, customers should be able to find invoices, information, catalogs, etc. Ideally, it should also be possible to contact customer support from here. Returns can be managed and viewed here, and all other information important to the B2B customer should be accessible at a glance. Furthermore, the information center should offer the possibility to independently change various customer data. This includes, for example, new delivery addresses and billing addresses, etc.

Special Features in Registration and Sign-Up

In a B2C online shop, any customer can register either once or multiple times. There are no or only few restrictions.

This is different in a B2B shop. Here, you typically want to specify exactly who can become a customer and who cannot. If you allow customer registration, the B2B e-commerce software must therefore support certain additional functions and criteria. These include, for example, providing a tax number, VAT ID, etc. Additionally, the software should allow you to manually review and approve each registration. Furthermore, a good B2B shop software also supports the option to carry out exclusively manual customer registrations. In this case, registration by the customer themselves is not possible, but must be carried out by you or an employee.

Support and Integration of Dealers and Distribution Partners

Unlike in the B2C sector, in the B2B sector you often work together with dealers and distribution partners. These should, of course, also be taken into account by the B2B shop software. This means, in detail, that distribution partners and dealers can be integrated into or connected with the shop software. Additionally, it should be possible to grant these partners access to the shop so that they can, if necessary, shop themselves or manage their sales. Ideally, the B2B e-commerce software offers a dedicated area or a separate portal for distribution partners and dealers. Moreover, affiliate functions and commission systems are also part of a good shop software for the B2B sector. This way, you also support your dealers and distribution partners and contribute to an increase in revenue.

Conclusion / Summary