E259: 📦B2B Commerce Corner #17 | HOW PRODUCT DATA & MERCHANDISING WILL MAKE OR BREAK YOUR B2B ECOMMERCE EFFORTS - Jason Hein, Bloomreach
Discovering the B2B eCommerce Landscape with Jason Hein
eCommerce is a rapidly evolving field, especially within the B2B space. In a recent insightful discussion, Jason Hein, the Principal B2B Visionary at Bloomreach, shared his wealth of knowledge on the subject. With over two decades of experience in eCommerce, Hein has seen firsthand the growth and transformation of this industry. His insights are crucial for B2B eCommerce merchants looking to tailor their platforms to better serve their customers.
The Evolution of B2B eCommerce
The journey of B2B eCommerce has been marked by a shift from traditional sales channels to more sophisticated, digital platforms. Companies like McMaster-Carr, which started with a print catalog, were among the pioneers that transitioned to digital, setting a standard for product data and customer focus.
However, the landscape changed even further with the rise of companies like Amazon, which brought a new scale and speed to the industry. Amazon Business, for example, started with a curated selection of brands to establish trust and credibility. It recognized that buyers, especially the millennial generation entering the workforce, desired the convenience of online shopping they had grown accustomed to since childhood.
The Importance of Product Data and Buyer Behavior
For B2B eCommerce, product data is king. Listings not only have to showcase the product but also convince potential buyers that it is the right solution for their specific problem. This requires a deep understanding of technical products, their applications, and consistent, clear product data.
Moreover, understanding buyer behavior is critical. Analyzing search terms and interactions on the website can provide insights into customer needs and preferences. By tracking this data, B2B eCommerce platforms can adapt and personalize the buying experience, fostering trust and customer loyalty.
The Role of Sales Teams in the Digital Age
With the rise of eCommerce, the function of sales teams is changing. Instead of fielding routine orders, salespeople should focus on building relationships and solving complex customer problems. eCommerce platforms can handle the transactional side of sales, allowing sales teams to use their expertise where it matters most.
Leveraging Technology for B2B Commerce
Technological solutions like Bloomreach provide powerful tools for B2B merchants. These platforms can handle complex tasks such as customer-specific pricing, catalog management, and nuanced search functionality. They enable businesses to provide a B2C-like experience to B2B buyers, meeting their expectations for an online shopping experience.
The Future of B2B eCommerce
As B2B eCommerce continues to evolve, companies need to invest in technologies that understand the unique challenges of the industry. From managing complex product data to providing a personalized shopping experience, the right eCommerce solution can set a company apart from its competitors.
In conclusion, the insights shared by Jason Hein highlight the dynamic and multifaceted nature of B2B eCommerce. Businesses looking to succeed in this space must embrace technology, prioritize product data, and adapt to buyer behavior. As the industry moves forward, those who leverage the expertise and innovations available will lead the transformation of B2B commerce.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: