B2B ecommerce refers to online business-to-business sales, enabling companies to sell products and services to other organizations through their website or online B2B marketplaces. Adopting ecommerce expands potential reach, improves efficiency, and enables access to data and analytics across the acquisition process.
Considerations for B2B ecommerce include accommodating complex, lengthy B2B buying processes, supporting account-based selling approaches, and integrating with existing backend systems like ERPs and CRMs. Buyer authentication and customized catalog views may be required.
As online B2C commerce continues maturing, B2B buying also steadily shifts online. Developing robust B2B ecommerce capabilities and self-serve account tools is becoming imperative for sellers to stay competitive and meet modern buyer expectations. However, human sales interaction retains importance for high-touch accounts.