Build Up CSS & Script
Build Up: Breadcrumb
Tips for B2B companies to use ecommerce

While Business-to-Consumer (B2C) companies have already adopted ecommerce to sell and market their products, the Business-to-Business (B2B) community lags behind. The use of ecommerce is little to none in the B2B world. Trade shows have traditionally been the main channel for B2B companies to build customer relations and market their goods. So the recent cancellation of all live events due to the COVID-19 pandemic poses an enormous challenge for these businesses. B2B companies need a new solution to reach their customers.

Whether you're new to ecommerce or just looking for new ways to grow during this time, here are five tips for B2B companies to sell their products online:

  1. Join B2B marketplaces
    Online marketplaces are untapped opportunities for many B2B companies. A B2B marketplace, like, offers unique capabilities enabling business buyers to compare products from sellers anywhere in the world. With over 10 million active business buyers frequenting the site, sellers can expand their potential audience and gain visibility for their brand.

  2. Create a standout digital storefront
    If you're new to ecommerce, the words "digital storefront" may sound intimidating. But a digital storefront is your business's webpage on a B2B marketplace. Just like a physical storefront, you want to make your page stand out from the crowd. Start with the basics. Clearly display your logo, contact information, and a menu of your products. Make the interface easy to understand and list clear payment options. All of these details make your page more appealing to customers passing through.

  3. Optimize your product listings
    Because you aren't selling your products in person, your products need to sell themselves. Your digital storefront should not only attract new leads, but convert new leads into sales. This is done through product listing optimization. To optimize your products to their full potential, you should add detailed descriptions and high-quality images and videos, give your products frequently-searched, targeted names, and list your minimum order quantity. These steps help build trust in your brand because consumers have a clear understanding of what they're getting. You can find other ways to optimize your product listings here.

  4. Build a social media presence
    The idea that social media marketing is only for B2C companies tends to keep B2B companies from using this effective channel for communication. Social media, even in the B2B space, helps build brand awareness and establish trust with customers and prospects. What you post, how you respond to comments, and the things you share all paint a picture of your business. Sharing content that showcases your industry knowledge or provides relevant news will benefit your company when potential customers seek a qualified seller.

  5. Attend virtual trade shows
    Although there were several virtual trade shows prior to the COVID-19 pandemic, many more trade show organizations have turned to virtual events to replace canceled events. Virtual trade shows offer B2B companies the same opportunities as in-person trade shows. Exhibitors connect with attendees in a virtual space and showcase their products. Visitors can view product demos and videos, chat with exhibitors, listen to webinars, and flip through brochures — all online. In many ways, virtual trade shows are more convenient and cost-effective than in-person events. There are no travel expenses, and your entire team, no matter their location, can attend.

Watch our fireside chat with Ecommerce Manufacturing Consultant Curt Anderson as he discusses ways manufacturers can meet today's economic challenges by establishing a strategy for ecommerce. You can view some of our other virtual fireside chats here.

This week's #B2BTuesday Tip:

Create a basic customer profile and filter your content and design through their lens.

Build Up: #B2BTuesday
Latest #B2BTuesday articles