{"id":283,"date":"2021-01-27T00:00:00","date_gmt":"2021-01-26T23:00:00","guid":{"rendered":"https:\/\/orienteed.com\/\/tendencias-ecommerce-b2b-2021\/"},"modified":"2023-02-22T14:27:28","modified_gmt":"2023-02-22T13:27:28","slug":"b2b-ecommerce-trends-2021","status":"publish","type":"post","link":"https:\/\/orienteed.com\/en\/tendencias-ecommerce-b2b-2021\/","title":{"rendered":"6 key aspects for starting your B2B eCommerce project in 2021"},"content":{"rendered":"

2020 ha sido el a\u00f1o del comercio electr\u00f3nico.  Pero tambi\u00e9n ha sido el a\u00f1o en el que se ha ampliado la digital gap between those B2B that already had consolidated their sales channel <\/a>online and those that have not.<\/p>\n\n\n\n

So, for those manufacturers still exploring B2B eCommerce options or those who need to upgrade their current infrastructure, we've compiled the best practices for 2021. A complete guide to the must-haves within the B2B ecosystem.<\/p>\n\n\n\n

The key aspects to do B2B ecommerce in 2021.<\/h2>\n\n\n\n

1. The importance of the Customer Journey<\/h3>\n\n\n\n

2020 was the year that user experience overtook price as a key differentiator for buyers.<\/p>\n\n\n\n

According to a study published by PWC <\/a>, 64% of buyers already place more importance on how easy it is to navigate a website than on the price of the items sold.<\/p>\n\n\n\n

Not only that, 86% of shoppers are willing to pay more to buy on a website where products are purchased in a simple and intuitive way than on one that is not.<\/p>\n\n\n\n

Whether it's a complete digital transformation or simply a website refresh, customer experience must be the centrepiece of any eCommerce project in 2021. Every new functionality we incorporate should start with the question, \"how does this improve our customers' experience?\".<\/p>\n\n\n\n

2. Pricing and catalogue personalisation<\/h3>\n\n\n\n

Personalisation must be a fundamental part of B2B sales flows. One of the most frequent mistakes is trying to replicate customisations of B2C models when what is being addressed is an ecomerce project for manufacturers. <\/p>\n\n\n\n

At the pricing level, the chosen platform should replicate the B2B pricing model, often based on negotiated contracts that are generally agreed during the sales process. By setting customised prices, even buyers who are not registered in the eCommerce system with a pre-negotiated price can access full or partial product catalogues, but the prices will be hidden from this type of buyer. <\/p>\n\n\n\n

At the catalogue level, in the B2B segment these are typically large and complex, containing thousands of SKUs, often with multiple references.<\/p>\n\n\n\n

Similar to pricing, it is common for B2B buyers to only need access to a specific product catalogue or parts of a product catalogue. Personalisation ultimately allows a unique view to be configured for each type of buyer.<\/p>\n\n\n\n

3. Rich content<\/h3>\n\n\n\n

Content is a powerful tool in both the B2C and B2B segments. But for B2B, the user experience is based on the self-service model.<\/p>\n\n\n\n

This type of buyer expects to enter the shop and be able to count on information such as:<\/p>\n\n\n\n