B2B eCommerce Implementation – common obstacles

The implementation of eCommerce b2b often starts the same – “You know, we would like to implement b2b. We care about such functionalities (here a list of functionalities is mentioned in words or sent) and that it can somehow be connected with our ERP system … ”. So we start asking questions, where do such functionalities come from, why exactly should they work this way? Does the company have product data prepared for E-commerce? Is there an established and structured pricing policy? Is there a dedicated person to take care of this? Etc. etc. Then, on the other side, the client processes it all … There is a moment of silence and …

The platform gets implemented and nothing happens. A b2b eCommerce platform is of course extremely important. Its performance, stability and, above all, continuous development, allows you to adapt to changing trends in e-commerce. However, keep in mind that this is the tip of the iceberg. To take full advantage of eCommerce b2b implementation – both technological and business, the organisation must be properly prepared for it. The platform can sell, of course, but its potential will not be fully realised for business growth. So what is hidden under this tip of the iceberg? I invite you to a short reading, in which I will discuss the most important factors affecting the success of eCommerce b2b implementation in the enterprise.

Preparation of the product base – eCommerce b2b implementation

One of the first challenges when implementing eCommerce b2b, and at the same time the basis for launching the platform, is a properly prepared and constantly updated product database. If we are serious about scaling our business and expanding our business, the best solution, sooner or later, is to implement a PIM class system. The earlier we do this, the more time, nerves and money we will save in the long run. Why is it so important and what benefits does it bring?

The topic of product data and PIM systems is so vast that it will be hard for us to cover all the issues in one article, but to make it short and simple – the benefits of implementing a PIM class system are mainly a better product experience for customers by structuring, unifying and enriching product data with:

• Product trees
• Photos and Videos
• Descriptions
• Technical data and units of measurement
• Attachments
• Relationships between products (Sets, Cross and Up Selling)
• Variety of products
• Easier and faster data exchange within the organization
• Relieving the ERP or eCommerce system
• Increased productivity of marketing teams (product
• promotions, creating both digital and physical catalogs)
• Lower cost of mmigration or launching new eCommerceplatforms

There are PIM class systems dedicated, for example, to the technical industry (OHS, electrical engineering, HEPAC), which enable integration with our suppliers and recipients. This solution facilitates the exchange of product data and saves the time of product teams, which translates into real savings.

ERP system performance and integrity

The implementation of eCommerce b2b and the performance of the platform depends mainly on the systems of the so-called back office, i.e. systems within our organization. One of the most important is the ERP system. Its efficiency and integrity are extremely important in the context of servicing a large number of customers, exchanging their commercial data and orders.

One of the key aspects is connectivity, i.e. that our ERP system is ready to connect to another system. It is from the ERP system that they get, among others such data as stock levels, individual price lists, customer commercial conditions, purchase documents (waybills, invoices, corrections, WZ documents) and offline orders. The other way is to send customer orders, inquiries, complaints and data of new contractors.

Another aspect is system performance. Remember that some data is sent both ways between the eCommerce system and the ERP system and must be sent in real time, and any delay works to our disadvantage. Therefore, on the one hand, it is necessary to relieve the ERP system of unnecessary data, such as product data – these should be in PIM, and on the other hand, be able to scale it with the development of our business.

Pricing policy, the main point of eCommerce b2b implementation

As one of the largest companies said, “price works wonders” 😊. B2b trading lives on individual trading conditions and prices determined depending on … Exactly what?

From the humour and mood of our employee? From his negotiating power and experience? In order to successfully implement the b2b platform and, more importantly, encourage our customers to use it, we need to standardize the process of calculating discounts and setting commercial conditions. How will customers start using the platform if after making a call to our trader they will get a better price than on the platform? If we want our customers to use the platform and place orders themselves, we need to formulate and standardize our pricing policy, and then it must be transferred to the ERP system and to the b2b platform. The topic is very complex and depends on many factors, ranging from human to systemic, but this is a separate article.

Logistics

The implementation of eCommerce b2b also means logistics. Attracting and persuading customers to place orders through our platform is one thing, and the other is efficient preparation of packages, proper packaging and issuing goods for shipment. On the one hand, we must be prepared for the streamlinedrelease of goods, and on the other hand, if we have many warehouses or branches scattered throughout the country, we must prepare appropriate processes for issuing goods for shipment, enabling customers to collect goods in person or ordering and collecting them at our points. Therefore, we have to develop logistic processes, work out what delivery methods and parcel sizes will be handled by us depending on the warehouse selected on the platform and at what prices and what it will depend on.

Commercial strategy in eCommerce b2b implementation

After implementing the b2b eCommerce platform, nothing will be the same … It will only get better 😉, but without a proper plan and strategy it won’t happen by itself. Digitization greatly facilitates, automates, simplifies, but can also cause fear. It awakens the fear of exclusion, replacement or a wave of layoffs. The human aspect and the attitude of our employees to change are extremely important factors for the success of our project. The reluctance of employees to change and the implementation of eCommerce b2b can beat even a perfectly prepared project. Let us remember to prepare people for the change, to involve them in the entire process of preparing and implementing the b2b platform, and to adapt the remuneration policy to the pricing policy and multi-channel sales. Automation will not displace traders, but will change their work model and relieve them from tedious, ineffective tasks, such as, preparing orders, informing customers about inventory, order status, invoice shipping, etc.

The bonus model should take into account and encourage our traders to bring their clients to the platform. Remember that salespeople are the frontier to the customer and if they themselves are not convinced of the platform and the benefits that lie behind it, the project may sometimes be sabotaged by their own employees. The remuneration model should be built in such a way that the representatives become ambassadors of the new platform. It is they who should encourage customers to use it and should be properly rewarded for it. The representatives will be able to use the freed up time to better care for relationships, focus on professional advice and on acquiring new markets.

Summary

Implementation of b2b eCommerce and business development based on b2b platform should not be based solely on the selection and implementation of technology. If we want such a project to succeed and bring real benefits, we must approach it comprehensively, touching all areas related to commerce, marketing, logistics and after-sales service.

Choosing the right technology is obviously something very important, but it should be remembered that this is just the tip of the iceberg. Without a solid preparation of the entire organisation for the process of digitization of commerce, of course we can implement technology, but later we’ll wonder “why it does not work…”. For more on eCommerce b2b digitization, check out the one.b2b blog, here.

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