The building blocks for a successful B2B ecommerce strategy

‘B2B ecommerce is poised for resurgence. The technology has improved, buyer expectations have increased, and automation is becoming increasingly powerful.’ (

The B2B ecommerce market is one of the fastest growing markets in the global economy.

Many figures suggest that the market is set to grow by ‘$6.7 trillion in gross merchandise value by 2020, double the size of the B2C online market.’ (Frost & Sullivan). So a clear question to ask as a result of these figures, is how can your B2B company develop within such a rapidly growing market place?

The benefits of ecommerce within the B2B market are there for both customers and suppliers to enjoy:

  • Customers can take advantage of the ability to order 24/7 at their convenience and from the comfort of their own home, whilst also benefiting from visible stock availability and up-to-date order status on products.
  • Suppliers can benefit from the process of taking orders online and fewer phone calls, both of which lead to lower costs.

To adapt and develop an ecommerce presence for your business may sound like a daunting task, that will take both time and commitment from other areas of your business. However, it doesn’t have to be.

There are four key building blocks; website, CRM database, ecommerce platform and email marketing that form the basis for your multichannel ecommerce strategy. And by developing a relationship through which they integrate seamlessly, it is possible to create a multichannel marketing strategy with email at the center for the best possible customer journey.

It is through this approach alongside the pre-built integrations with Salesforce, Microsoft Dynamics and OroCRM that many dotmailer clients have seen impressive results, both with regards to rescuing cart abandonment (in many cases up to 48% of carts have been rescued by dotmailer clients), and developing their customer experience.

Once you’ve mastered your B2B ecommerce plan, the correct implementation is also important. dotmailers B2B ecommerce clients have found that certain capabilities available within the email platform, such as data-driven and dynamic content as well as split testing, allow for substantially better open, click through and conversion rates.

To better understand the benefits and ways in which an online presence could help your business, as well as discovering how to use and integrate the four building blocks of a multichannel ecommerce platform effectively, amongst other useful information and advice, simply, download our free ‘The role of multichannel marketing in B2B ecommerce’ whitepaper here today.




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