E250: 📦B2B Commerce Corner #14 | UNVEILING THE DIGITAL TOOLING B2B BRANDS REQUIRE TO SUCCEED AT ECOMMERCE - Andrew Rogencamp, Commerce Vision
Exploring the Unique World of B2B eCommerce with Andrew Rogencamp
B2B eCommerce is a rapidly evolving field that presents unique challenges and opportunities compared to traditional retail eCommerce. Andrew Rogencamp, CEO of Commerce Vision, recently shared his insights on what makes B2B eCommerce distinct and the essential tools merchants need to thrive in this space.
The Journey from ERP to eCommerce
Andrew's venture into eCommerce began during his time at Pronto, a significant ERP vendor in Australia. Recognizing the potential of eCommerce early on, Andrew and his team developed a fully integrated eCommerce application for Pronto, a rarity at the time. This application laid the groundwork for Commerce Vision, which has grown and evolved over the years, now owned by a tech-focused private equity firm.
Defining B2B eCommerce
At its core, a B2B eCommerce system is built upon business rules and processes that are traditionally the domain of ERP systems. However, what sets B2B platforms apart is their ability to cater to specific business requirements that go beyond standard ERP functionality. Commerce Vision, for instance, specializes in B2B platforms, providing a comprehensive suite of services that many B2C-oriented platforms lack.
The Shift in B2B eCommerce Demand
The demand for advanced B2B eCommerce solutions has grown, especially within the past five years. Andrew notes that features once considered advanced are now standard expectations. The push for digital transformation was significantly accelerated by the pandemic, with many businesses recognizing the value of eCommerce as a primary sales channel.
Beyond Transactions: The Role of B2B Platforms
A B2B platform serves as more than just a transactional portal; it allows merchants to offer enhanced self-service capabilities. For example, some businesses use B2B platforms to facilitate inventory management, enabling customers to perform tasks like stocktaking online, further integrating eCommerce into their business systems.
The Evolution of B2B Order Channels
B2B eCommerce has expanded to accommodate various order channels. Andrew explains that different customers have different preferences for placing orders, ranging from traditional EDI technology to manual entry and PDF submissions. To address this diversity, Commerce Vision offers solutions like Lucy, a product designed to convert PDF purchase orders into digital orders within the eCommerce platform.
The Complexity of B2B Pricing and Product Restrictions
B2B pricing is inherently complex, often influenced by multiple factors such as customer and product attributes, contractual agreements, and negotiated terms. Similarly, product restrictions can be based on exclusive deals or customer qualifications, requiring sophisticated systems to manage visibility and availability.
Personalization and User Experience in B2B
In today's B2B landscape, merchants must personalize the user experience to reflect the varying needs and expectations of different business customers. This personalization extends beyond product offerings to the overall presentation of the eCommerce site, ensuring that customers are engaged in a way that resonates with their specific business context.
The Future of B2B eCommerce
Looking ahead, B2B eCommerce is expected to continue evolving, driven by customer feedback and market demands. As businesses increasingly prioritize productivity and efficiency, eCommerce platforms like Commerce Vision are poised to play a vital role in streamlining operations and enhancing the customer experience.
Conclusion
The conversation with Andrew Rogencamp sheds light on the intricacies of B2B eCommerce and the innovative solutions Commerce Vision provides. As B2B eCommerce continues to grow, understanding the nuances of this market is crucial for merchants looking to capitalize on the opportunities it presents. With experts like Andrew leading the way, the future of B2B eCommerce looks bright, brimming with potential for further innovation and success.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: