B2B eCommerce

Multiple decision-makers. In B2B, there are often four or more decision-makers involved in the purchase process. In practice, this may require multiple user roles in the checkout /cart process with multiple stages taking many days (or weeks).

Longer decision cycle. The B2B buying cycle is much longer than for B2C – so the lead time between initial contact and receiving any payment are longer. But also, customer expectation is different  – wanting to change exact details of the order through the process.

Customer-specific discounts. In B2B, the variations in price lists, discounts, and even available products are generally more complex than for B2C. This is historical. Whether necessary is not the appropriate question when building a B2B eCommerce solution as this is usually a fixed requirement in all but the smallest businesses.

Conflict with direct sales channels. Many B2B businesses have an established sales team who will be unhappy with online competition that can be seen to decrease their performance bonus. Careful thought must be given to how this is introduced.

International markets. B2B eCommerce is often used as a way of reaching international markets, maybe in small numbers. Regulations, legal and cultural issues can cause more of an impact than for B2B eCommerce and this impact is exaggerated if products are small in number and high in value.