The Crucial Facts about Multi-Channel Commerce for the Wholesale Company

The modern convenience of being able to use technology to place Internet orders for products is fast changing the way people define the customer experience.

With applications that allow consumers to shop from items using a mobile device to the simplified one click ordering option many websites are now offering consumers, business to business buyers are upping business to consumer expectations.

The expectations of the consumer are more important than ever and need to be meet is one is to see increases in one’s bottom line and profit margin. The demand for ease in terms of the shopping experience is resulting in companies looking to develop multi-channel means for buying products, and such means involve a customer’s own terms when doing so, whether such purchase are done via a mobile app, desktop online, or via offline options in a physical store.

Business-to-Business (B2B) Buyer Demands

eCommerce transactions between businesses is a fast growing sector of business, and experts suggest that within the next five years all sales for B2B will surpass 12 percent and $1.1 trillion USD. At the end of the current year, experts express a certainty that B2B transactions will surpass 9 percent of all sales and rake in revenue of roughly $780 billion USD. Still, B2B still remains far behind the business-to-consumer multi-channel commerce resources in use today. Today’s B2B buyers are looking for ultra convenient buying tools and the simplicity of ordering that today’s consumers are seeing when they buy wholesale and retail items. The features that many B2B buyers covet include reviews, ratings and feedback so that products can be assessed through user generated content, increased functionality, service recommendations, more personalizations, and online secure payment solutions.

Business-to-Business Multi-Channel Commerce Benefits

With Business-to-Business multichannel commerce, buyers get the option of buying items via a professional sales representative, a website allowing for easy, secure ordering, and/or a mobile application. B2B ecommerce solutions include convenient marketplace options like Alibaba and Amazon Business. Alternative options include portals that are direct B2B ecommerce solutions: a site created by the manufacturer of a brand where direct orders can be placed with ease. Most importantly, mobile e-commerce solutions must be included to allow immediate order placement via a mobile device: The convenience and speed of ordering is a coveted option in today’s technologically-driven marketplace.


Leave a Comment