Comfort Zones And Clicks: Overcoming 3 Key Hurdles To B2B Ecommerce Adoption

While most business-to-business (B2B) companies now offer online buying options, these sales still make up a small portion of their overall revenue (with over half reporting less than 5% from ecommerce). This highlights the challenge of transitioning from familiar practices like phone calls and physical catalogs to the digital world. However, the rewards of B2B ecommerce are undeniable, and this article will delve into the reasons behind the resistance and unveil strategies to navigate a smooth adoption process.

1. Comfort with familiarity in B2B ecommerce adoption

When it comes to the resistance of B2B ecommerce, "comfort with the familiar" plays a significant role. Here's a deeper dive into this factor and ways to overcome it:

Reasons for discomfort:

• Habit and routine: Established processes like phone calls, in-person meetings, and physical catalogs create a familiar routine. Changing this routine can be perceived as disruptive and unnecessary, especially for older, less digitally inclined generations.
• Relationships with sales reps: Some buyers feel they have more control and trust by dealing with a specific sales rep in person. Unfortunately, the impersonal nature of online platforms can be perceived as lacking transparency and responsiveness. Calling your trusted rep with small value questions can be much easier than looking for that information online. This takes reps away from more profitable, strategic activities.
• Wanting to see and touch products: Some products, like safety equipment, are best understood in person. Buyers may doubt the ability of online platforms to convey product details and specifications adequately.
• Fear of the unknown: Learning a new system can be scary, especially for those uncomfortable with technology.

Overcoming resistance:

• Focus on familiarity: Select a B2B ecommerce platform with a user-friendly interface that echoes familiar elements of traditional buying processes. Have familiar product hierarchies whether you use an online wholesaler catalog, product content provider, or build the taxonomy yourself.
• Highlight continuity: Emphasize that ecommerce complements existing practices, not replaces them. Let customers know that additional support will be available through online chat or video calls.
• Invest in rich product information: Use high-quality pictures, detailed descriptions, and even 360-degree views of products. Answer their questions easily online or offer expert consultations for product knowledge concerns.
• Promote user experience: Ensure a smooth and intuitive user experience across all devices. Provide clear instructions, FAQs, and readily available customer support to help them learn.
• Offer training and workshops: Offer demos, online courses, or even in-person training sessions to show them how the system works and answer their questions.
• Start small and build trust: Encourage initial adoption for simple purchases like reorders or readily available items. Once buyers see how easy it is, they'll be more likely to use it for bigger purchases.

2. Emphasis on personalization and negotiation in B2B ecommerce adoption

Many businesses still buy and sell things the old way (phone calls, catalogs) because they like to deal with people they know and trust. This can make switching to online selling (B2B ecommerce) tough. Here's a deeper dive into this challenge and solutions to address it:

Importance of personalization:

• Unique requirements: B2B purchases often involve specific demands tailored to individual businesses, industries, or project needs. Buyers like to discuss these needs with sales reps and negotiate customized solutions.
• Discounts and loyalty: Sometimes, companies get lower prices because they buy a lot from the same seller or have worked with them for a long time. They worry they'll lose these benefits online.
• Building trust: Dealing with people face-to-face can help build trust and feel like a partnership. Some customers worry they won't get that online.

Overcoming the challenge:

• Customer segmentation: Group customers based on purchase history, industry, or needs to offer them special deals, product suggestions, or information.
• Dynamic pricing: Make sure you can show the customer THEIR pricing only when they log in so it’s not publicly available.
• Chat and video calls: Allow customers to chat or video call with salespeople or customer service for help and problem-solving.
• Loyalty programs and incentives: Offer special discounts, early access to new products, or other perks to customers who buy from you often. Loyal customers, who are ten times more valuable than first-time buyers, are more receptive to new offerings and spend 31% more overall.
• Be clear and helpful: Make it easy for customers to find what they need, understand prices, and track their orders. Answer questions quickly and honestly.

3. Complex procurement processes in B2B ecommerce adoption

Incorporating B2B ecommerce can be challenging when existing procurement processes involve complex workflows, approvals, and integrations. Here's a deeper look at this obstacle and ways to overcome it:

Reasons for the challenge:

• Established procedures: Many B2B organizations have well-defined procurement processes involving multiple approvals, purchase orders, invoices, and integrations with existing systems. Disrupting these established workflows can be time-consuming and disruptive.
• Data security: Connecting online stores with other computer programs raises concerns about keeping information safe, especially prices, contracts, and orders.
• Change management resistance: People often hesitate to learn new things, especially if they're comfortable with the old process.
• Controlling rouge spending: Resistance will come from their customers’ CFOs or executives who worry that employees could easily order too much online without permission. This is actually a good thing because the ecommerce platform can have controls to prevent that from happening.

Overcoming the challenge:

• Assess existing processes: Understand your customers' procurement workflows and identify potential integration points with your ecommerce platform.
• Address security and compliance: Tell businesses clearly how you keep their information safe and follow the rules about protecting sensitive data. You can also offer features that encrypt data and control who can see it.
  
• Show them the benefits: Explain how online ordering can give businesses better information about their spending and make it easier to track orders, get approvals, and manage budgets.
• Help them learn: Offer training, workshops, and instructions to help people self-service and learn the new system as to understand how it can make ordering faster and more accurate.
• Start small: Connect your online store with just one part of their ordering system so they can see how well it works before switching everything over.
  
• Let them customize: Allow businesses to set up their approval processes and ordering steps within the online store so it still works how they're used to.
• Connect to their systems: Allow businesses to order directly from their familiar platforms. This makes it even easier for them to switch to online ordering.

Beyond Clicks: The key to a smooth B2B ecommerce transition

Transitioning customers to B2B ecommerce isn't just about clicking buttons; it's about understanding and addressing buyer concerns. By addressing the common hurdles and implementing the strategies outlined in this article, B2B companies can navigate a smooth transition toward ecommerce adoption and unlock its numerous benefits. Remember, focusing on user experience, personalization, and a secure, integrated platform can bridge the gap between comfort and clicks, ultimately leading to a successful B2B ecommerce journey.

ECI: Your trusted partner for a successful B2B ecommerce journey

While ramping up to B2B ecommerce can seem daunting, it doesn't have to be. At ECI, we understand the unique challenges faced by dealer, distributors, and their customers. We are B2B ecommerce experts with a proven track record of helping businesses navigate a smooth and successful online sales journey. Our user-friendly platform, combined with our commitment to personalization, security, and integration, empowers businesses to embrace the future of B2B buying. Contact ECI today to learn how we can help your business achieve its ecommerce goals.