College football and the NFL have a lot in common, but there are also some differences that impact the game on and off the field. Catching a ball with one foot in bounds is legal in the collegiate game, but would be an incompletion in the pros. This rule and others help determine practice, strategy, and execution. As fall approaches and teams take to the gridiron, the subtle differences will soon be on display on Saturdays and Sundays. There are similar subtleties between B2B and B2C e-commerce operations. Recognizing these differences and understanding what these different types of consumers value, prefer, and need can improve your e-commerce platform.
B2B e-commerce suppliers place a smaller emphasis on social media in terms of strategy. In a 2015 Multichannel Merchant survey, based on a scale of 1-10 (10 being the most valuable) B2B respondents gave social media a 5, where B2C respondents gave it a 6.45.
B2B retailers typically have a more relationship-driven sales force, therefore there is only a small focus on offering a live chat feature on their platforms. At the same time, in order to offer enhanced service and convenience 55% of B2C respondents in the survey have a live chat option.
B2C merchants also rate mobile as a higher priority with a 6.8, where B2B is at a 4.9. The main reason for this is that B2B sees mobile differently than traditional B2C outlets. Where B2C leverages mobile as a revenue stream, B2B employs mobile access as a customer experience enhancement. Mobile alerts, text messages, and remote orders are all ways that B2B mixes mobile into their platform.
Video is a strategy that B2B employs to help their buyers learn as much as possible about finding the best products for their needs. Over 66% of B2B respondents reported having video elements on their site. For B2C, less than half (47.5%) included videos.
With each vertical serving a different base with different needs, expectations and resources, it only makes sense that they value the elements of the process differently. Barrett Distribution Centers with their experience in e-commerce understands the different supply chain needs of both B2C and B2B retailers. Barrett has a 650,000 sq. ft. facility in Memphis, TN. Call (901) 795-5320 for more information.