The main characteristics of the sale of products and / or services between companies through a website, known as e-Commerce B2B (Business to Business), focused the debate in a new workshop organized by the Chamber of the Digital Economy of Uruguay (CEDU) as part of the cycle of trainings for its partners and the general public.
"The purpose of these meetings is to share knowledge that will help e-commerce players to boost their businesses through the vision and inputs that specialists can provide. As a reference association in this area, it seems important to us to generate these exchange experiences, which we hope to continue deepening in 2019," said Natalia Macri, VP of the Training Commission of CEDU.
Carlos Acle and Felipe Carrera, CEO and VP of Business Development respectively of the firm specializing in digital solutions Onetree, along with Pablo Juambeltz, head of Marketing and e-Commerce of the business supplies distributor ALDO, exchanged ideas on the subject.
Differentiating it from the business where companies seek to directly reach their customers or end consumers, Carrera focused on one of the main challenges of B2B, which is that the sales process is based on the relationship and trust, points that must be addressed using digital platforms as a tool for communication and relationship, or as a channel to reach the public that consumes more time and resources.
"There is a new buyer in play: millennials," added the expert, who explained that in 2012 users between 18 and 34 years old who researched to buy B2B were 27% and in two years that figure reached 46%. Given this new reality, he explained that the rules of the game are changing as there is a greater use of mobile devices, while 64% of buyers are getting information online about at least half of the products they buy and 38% of them complete digitally half of their B2B purchases.
"Users do not differentiate by purchase channel. They see the company as a whole. An error in one channel can affect the image of the entire company," warned Acle, who reviewed the good practices to consider to develop a B2B business, such as prioritizing mobile features, offering a 100% self-service portal that contemplates the steps followed by the user and aligning commercial incentives so that the sales team takes the web platform as an ally.
He also added that the personalization of content is an aspect that adds value to the experience and there are sales metrics, acquisition costs and services, and investment and return on loyalty, which can add information to improve business strategy.
For his part, Pablo Juambeltz referred to the experience of ALDO, which develops B2B commerce in its wholesale line for resale ALDO Distribuye and its line as an office supplies supplier ALDO Express.
"The web is the axis where much of the commercial reality of the company moves. That's why we bet on it to solve purchases that demand more involvement, more associated information and more post and pre-transaction requirements," said the executive, who explained that 99.9% of customers use the site at least to see products and prices, and between 30% and 40% place their orders through this channel.
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