How to master omnichannel B2B e‑commerce (with abstract)
| How to master omnichannel B2B e‑commerce (with abstract) | |
|---|---|
| Published By | [[Sana Commerce]] |
| Publish Date | 2023 |
| Authors | Sana Commerce |
| Topics | B2B, Omnichannel |
| Statistics | |
| Article Size | words |
| Diagrams | No |
| Downloadable Version | No |
| Reviewers | |
| Page Owner | [[Nikolay Sidelnikov]] |
| Summary Author | [[Nikolay Sidelnikov]] |
Abstract
Article How to master omnichannel B2B e‑commerce by Sana Commerce gives a good overview of benefits and challenges that B2B companies my get due to building omnichannel B2B digital commerce. The article contains definitions, reasons of why digital commerce becomes more and more popular in B2B, and some thoughts on barriers on the way to providing omnichannel experience.
According to the article the key driver for omnichannel in B2B are the growing buyer expectations. As the result customers expect to communicate with the seller in different channels. A true omnichannel approach means that clients are getting consistent messaging across channels.The following channels are listed:
- Online marketplaces
- Social media platforms
- Direct mailers
- Catalog
- Physical location (brick-and-mortar store)
- Website (e-commerce platform or online portal)
Authors highlight the following reasons why omnichannel is essential:
- Buyers connect with the brands they trust, not the channels they use.
- The buyer journey is no longer a straight line from A to B.
- Buyers demand a smart and personalized approach.
The article suggests the idea of the three pillars that form the foundation of a successful omnichannel strategy:
- Avoiding the new digital divide.
- Embracing transparency.
- Striving for a superior customer experience.
The last two chapters are devoted to challenges that holding B2B companies back and the problem of integration of online and offline.