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B2B Commerce: What It Is, Benefits, Opportunities, and Strategies

When thinking about e-commerce, it is often imagined from the perspective of the end consumer, primarily within a B2C framework. However, the trend of B2B commerce is increasingly gaining prominence. But why should a B2B company, a tech firm, or a distributor working with third-party networks adopt an e-commerce platform?

 

Let’s begin with the definition: B2B commerce refers to the buying and selling of goods and services between companies through digital platforms, such as e-commerce websites, dedicated portals, or online marketplaces. Unlike B2C, B2B commerce involves more complex purchasing processes, which often include: customized catalogs, client-specific pricing, pre-orders for goods with future availability, approval workflows, multi-currency payments, integration with ERP and CRM systems to optimize data management.

 

The strong push towards internationalization—70% of B2B e-commerce platforms operate across multiple markets—and the evolution of payment methods further contribute to a scenario of increasing complexity.

 

Despite this, B2B e-commerce is transforming how businesses operate. According to data from the Politecnico di Milano B2B Digital Commerce & Experience Observatory, its value in Europe is projected to grow by +11% by 2024, reaching $1.67 billion. Additionally, 42% of Italian companies have already activated an e-commerce channel.

Emerging Trends in B2B Commerce

B2B commerce is evolving rapidly, driven by the adoption of new technologies and an increasing focus on user experience. Improving e-commerce design and usability, optimizing the purchasing journey, and integrating smoother payment methods are essential steps to reduce cart abandonment and improve conversion rates. This is especially true in a B2B context, where users are even more informed and critical.

 

This evolution is also supported by a data-driven approach, which deepens the understanding of buyer personas even in B2B scenarios, allowing for a personalized experience and anticipation of client needs.

 

Artificial Intelligence (AI) has also become a key asset: with its advanced automation capabilities, AI supports optimized inventory management, reduces waste, and enhances overall operational efficiency. Moreover, leveraging algorithms to analyze historical data and predict future trends makes companies more agile and responsive in a constantly evolving market. These technological developments not only improve internal efficiency but also strengthen the ability of companies to compete on a global scale.

Key Use Cases in B2B Commerce

Modern B2B eCommerce platforms offer advanced functionalities that go beyond simple transactions, simplifying complex processes and improving operational efficiency. Implementation can be beneficial in a wide range of sectors, including manufacturing, distribution, logistics, pharmaceuticals, and technology. These areas share complex needs such as managing large volumes, optimizing inventory, and automating processes.

 

There are numerous use cases where activating B2B commerce solutions is advantageous, including, for example, managing relationships with agents and distributors, optimizing inventory with real-time visibility, and automating promotions, which further simplify operations and improve overall efficiency.

 

Let's take a closer look at three use cases related to recurring order management, dynamic pricing, and internationalization.

1. Recurring Order and Inventory Replenishment Management

Many companies need to manage recurring orders to replenish their inventories. Integrating eCommerce with ERP or CRM systems allows for:

 

  • Automating these processes, ensuring real-time updates on prices, availability, and personalized terms;
  • Improving the customer experience through automatic notifications about shipments and order status;
  • Reducing manual work and human errors.

 

2. Dynamic Pricing and Custom Discounts

Another significant example is managing dynamic pricing and customized discounts. Many B2B clients operate with specific price lists, volume discounts, or special promotions. By integrating with CRM systems, businesses can:

 

  • Automatically calculate these variables and offer personalized deals based on the client's historical data;
  • Increase sales and reduce errors associated with manual calculations;
  • Build stronger relationships.

3. B2B E-commerce and Internationalization

Expanding into foreign markets is another scenario where B2B e-commerce demonstrates its strategic value. Through multi-language and multi-currency catalogs, automatic calculation of duties and local taxes, and global payment methods, companies can access new geographical markets without requiring a direct commercial presence.

Integration with global logistics providers and the ability to offer customers a self-service experience complete an ecosystem that enables companies to:

 

  • Reduce operational costs;
  • Build direct relationships with buyers;
  • Gather valuable data on local purchasing behaviors.

Essential Features of a Modern B2B E-commerce

A modern B2B e-commerce platform must provide advanced functionalities to meet the growing expectations of business decision-makers who seek smooth, B2C-like experiences. Essential features include:

 

  • Customized catalogs and price lists for specific buyer groups, with dynamic management of variants, filters, and targeted promotions;
  • A simple, transparent purchasing process, with options for reordering, managing returns and quotes, and tracking order progress;
  • Configurations for personalized offers and promotions based on price lists, orders, products, categories, or specific customers, alongside campaigns using coupon codes;
  • Internationalization features, such as multi-language, multi-currency capabilities, and tax adjustments tailored to each market;
  • AI-powered marketing tools, like product recommendations and personalized emails, to deliver scalable and customizable user experiences for global business buyers;
  • Pre- and post-sales tools powered by AI. For example, after a purchase, AI can automate order tracking, notifying customers about shipments, updates, or delays. It can also identify cross-selling and upselling opportunities based on previous orders.

The Benefits of B2B Commerce for Businesses: A Tinext Case Study

Investing in B2B commerce means embracing a transformation that offers tangible advantages. Key drivers include reducing operational costs through automation and process digitization, as well as increasing control and visibility over data, enabling more detailed analysis for strategic and operational decision-making. The ability to expand into new markets without requiring a local commercial presence and to improve relationships with buyers—also remotely—is crucial.

 

In this context, Tinext stands out with an end-to-end approach, combining technology and strategic consulting. Leveraging its expertise in B2C, Tinext creates tailored solutions for B2B. A concrete example is the project developed for Moleskine, the iconic brand that chose Tinext to transform its customer experience. Through the implementation of a highly personalized e-commerce platform integrated with ERP, CRM, and marketing tools like campaign management and email marketing, Tinext helped Moleskine improve operational efficiency, expand into new markets, and deliver an unparalleled user experience.

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