What is B2B e-commerce?

Business-to-business (B2B) e-commerce is about commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Business have their processes automated and modelled in ERP software, like Dynamics or SAP. It is easy to understand that B2B webshops which use these ERP data integrally, without the interference of interfaces and rebuilt business logic, have lots of advantages. Sana Commerce is the B2B e-commerce platform that integrates with Dynamics NAV and AX, with SAP ECC and SAP Business One (SAP B1).

Business-to-business (B2B) e-commerce is about commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Business have their processes automated and modelled in ERP software, like Dynamics or SAP. It is easy to understand that B2B webshops which use these ERP data integrally, without the interference of interfaces and rebuilt business logic, have lots of advantages. Sana Commerce is the B2B e-commerce platform that integrates with Dynamics NAV and AX, with SAP ECC and SAP Business One (SAP B1).

 

B2B scenarios

Although most of our implementations focus on a pure B2B webstore, we as well see more complex business models, like B2B2C (portals, extranets and webshops) and B2B2B (in dealer organizations, distributor portals and sales portals). Sana supports these business models – or scenarios, as we call them, either discretely separated by multi-stores or combined in a B2X setup. A B2X setup in Sana allows merchants to run B2B and B2C scenarios together in one shop. B2B customers see their customer specific prices, discounts and stocks simultaneously to consumers, who see retail prices, campaigns and discounts.

Differences between B2C and B2B e-commerce

Although there are many resemblances between B2C and B2B e-commerce, there are quite some differences. B2B e-commerce differentiates from B2C by using net prices excluding VAT (Europe), by not requiring an online payment using an online Payment Service Provider (PSP), by working with customer specific prices, taking all kinds of discount calculations into account. Accurate stock information (real-time, taking future and planned purchases into account as well) is essential in B2B web stores.

B2B e-commerce and personalization

One of the advantages of using the ERP’s (Dynamics) business logic integrally for B2B webshops, is the ease of providing a – what we call – ‘business personalized’ environment. Customer specific pricing, customer specific assortments and discounting is all taken care off –automatically. All (customized) calculations are available integrally, since Sana does not do calculations for her B2B e-commerce features; it is carried out by Dynamics or SAP. Even partial payments are carried out automatically, requiring an upfront online payment for the defined percentage, before the order is processed.

B2B e-commerce relies on e-Marketing tools

Having done lots of e-commerce implementations, we know a lot of traffic generation and webshop conversion. We see a trend in focusing on online marketing for B2B webshops – Search Engine Optimization (SEO), Adwords, social and e-mail campaigns – to generate more revenue in new markets. Sana’s standard Google Analytics integration provides good insights in e.g. funnel analysis of check-out traffic. Sana delivers loads of conversion tools for B2B e-commerce out-of-the-box, either managed in SAP or Dynamics or from within the Sana Commerce back office.

Google Analytics logo

B2B e-commerce relies on (enriched) catalog browsing, across all channels

B2B e-commerce more and more leverages the possibilities of enriching product content, either in their webshop software, or in specialized Product Information Management (PIM) systems. The advantages become even more significant, when realizing that for catalog browsing, which is one of the top reasons to setup a B2B store in the first place, is consistently managed across all channels. Sana responsively renders as easily an online catalog in a classic B2B e-commerce store, a mobile B2B site or app.

B2B e-commerce leverages mobility

B2B e-commerce and mobility: B2B apps truly deliver value for sales force and business customers. Sales agents or sales representatives no longer depend on their desk colleagues and may do business at the time they want, on the location they want; at their business customers. The B2B Sana Mobile app for sales agents delivers full ERP integration on top of that, ensuring real-time information, real-time processing of orders and catalog browsing, even off-line.

Sana mobile

Learn more…

Learn more about out the B2B e-commerce features of our products Sana Commerce NAV, Sana Commerce AX, Sana Commerce SAP or Sana Commerce SAP B1,  or contact us to get in touch with question you might have.

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