What is B2B2C ?

B2B2C can be termed as a combined forces approach by businesses having a common goal of interacting and reaching new markets and customers. This can be done by using blogs, portals or websites connecting to an e-commerce website.

In this method of B2B2C, the primary supplier pays an amount to the affiliate networks for the leads or sales generated through their channels. The result of this is customers get access to relevant products, while the producer increases its customer base without any conflicts with their distributors.

By developing their own e-commerce stores through their own site

What Makes B2B2C eCommerce Work:-

Integration:

For some suppliers interacting with Alibaba and Amazon is a necessity, this does not mean they must forego the benefits of the B2B2C business model, it just means their own store must be integrated with the other platforms. Manufacturers can ensure they receive their fair share of their place in the market, by harnessing a range of distribution channels.

One such channel is integrating with apps through SAP technology, allowing customers to put out tenders to third party suppliers or service providers. In order to gain access to the customer’s information, the third party must confirm the sale, which will place a real-time order to the manufacturer’s own store.

Challenges:

The B2B2C websites itself needs an intuitive and inter-connected lay-out, with products and services appropriately grouped. It should be a very personalized experience for the user, driven by the data the manufacturer now possesses. This gives rise to a responsibility to ensure that the system’s security is tried, tested and properly certified. Accessing a broader market brings with it practical issues that the software needs to be able to handle without impacting the user experience.

User Experience:

It matters little who the end user is if they experience friction with an e-commerce platform they won’t convert into a sale. The software must be user-friendly and more important than ever before, mobile friendly. B2B2C websites must deliver speed, 24/7 accessibility, and consistency across channels. Suggested similar product displays deliver relevant content to the consumer and allows up-selling and cross-selling to boost sales and aid the sales team.

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