Why do B2B e-commerce initiatives often fail to meet expectations?

It is natural to think of Amazon when considering e-commerce strategies. Amazon led the way in e-commerce and has developed a dominant market position. They started with B2C and then expanded into B2B by leveraging their product catalog and their B2C expertise. However, many overlook that Amazon's B2B value proposition differs significantly from its B2C proposition.

Most business owners (and we are focused on resellers of business equipment and office products) know they must facilitate their customers to transact online, and many have attempted e-commerce initiatives to try and accomplish this. However, these initiatives often fail because the default value proposition is typically B2C oriented and not significantly enhanced to be of value in a B2B environment. Consequently, business customers have insufficient reason to visit their portal, search for products, and to complete a transaction.

Amazon understands the B2B e-commerce value proposition revolves around automation and that customer adoption will be more likely when the offer is enhanced through automation. A conventional B2C e-commerce offering typically does not add value through automation, meaning it will fail without the large volumes of web traffic needed to support a traditional B2C initiative.

Try experimenting with various scenarios using the embedded calculator below. This will contextualize the cost of generating sufficient traffic to achieve a targeted sales goal. It will also frame an alternative option with the RS⁴ program, designed to transform the B2B procurement experience using automation and enhanced workflows.

After experimenting with the calculator and better understanding why a conventional B2C approach is unlikely to succeed, click on the link below the calculator to visit a page that explains our RS⁴ program and the underlying improvements to the conventional value proposition that become possible with its deployment.

An interactive calculator comparing two e-commerce alternatives: attempting conventional B2C tactics Vs. deploying the RS⁴ program designed for B2B environments.

To learn more about the RS⁴ program - click this link