Introducing B2X Commerce
In the e-commerce world, the lines between B2C and B2B are blurring as retailers and brands begin serving multiple audiences online. This convergence is renewing focus on business-to-end buyer engagements, regardless of type. Enter: B2X commerce.
You are already familiar with business-to-consumer (B2C) as well as business-to-business (B2B). When conducting online commerce in either one of these disciplines the end goal is the same: to provide the end buyer with a great buying experience.
End customers have developed high expectations about the ease and elegance of transacting online. Amazon, Nordstrom, Loehmann's, Office Depot and thousands of others have created and delivered leading edge ecommerce experiences to these customers. These same customers, acting in their capacity as business buyers, do not check their expectations at the door. So companies selling to them need to rise to the occasion to deliver on those expectations.
That said, meeting these high consumer demands isn't always easy. A very real complexity underlies the facilitation of enterprise-to-enterprise sales. B2B can be very complex with requirements to support contract pricing, limited product assortments based on contract or role, approvals, etc. All of these things need to be supported by the new breed of commerce technologies that can simultaneously meet the complex requirements of a B2B transaction environment while delivering the rich consumer experience we all expect when buying a cashmere sweater.
Today, we're entering a time in which the notion of channels melts away. After all, customers don't think in terms of channels, they just use their phones, their computers, their tablets, and they want to transact whenever they want and wherever they want. So, don't make them think channels. Today's customer is a professional shopper, price comparer, product reviewer, and multi-tasker.
Enter the era of B2X commerce. Are you ready to engage?
To learn how you can be a master of B2X commerce, contact us.