Unlocking B2B growth through eCommerce and omnichannel strategies
B2B commerce is evolving at a lightning pace. The digitization of the customer experience, the expansion of eCommerce capabilities and the rise of omnichannel strategies are pushing businesses into uncharted territories.
While traditional processes for manufacturers, distributors and wholesalers remain relevant, the accelerated adoption of digital solutions has reshaped how businesses operate in today’s hyperconnected economy.
To explore these changes in depth, the latest episode of Place to be features Marc Teulières, General Manager B2B at Mirakl, sitting down with Brian Beck, the cofounder of Master B2B, author of Billion Dollar B2B Commerce and a forward-thinking expert with nearly three decades in the eCommerce industry.
“The winners will be those who understand their customers deeply and use digital tools to exceed their expectations, not just meet them,” Beck says.
Together, they unpack the immense opportunities and obstacles shaping the future of B2B commerce.
If you’re navigating the complex waters of B2B, this episode offers actionable insights into digital commerce, omnichannel alignment, supply chain innovation and strategies to compete with marketplaces. Here's a glimpse into their insightful discussion.
Why digitization in B2B eCommerce matters
While consumer-facing eCommerce gets much of the attention, the real giant in online commerce is B2B.
Accounting for nearly $8 trillion in annual transactions, nearly double the size of B2C, B2B eCommerce is expanding rapidly, driven by digital transformation and shifting buyer expectations.
Yet, despite its dominance, the industry is still evolving, presenting exciting opportunities for companies that adapt to emerging technologies, streamline operations, and refine their strategies to stay competitive.
According to Brian Beck, this growing digital landscape empowers B2B buyers with transparency and access to information like never before. Buyers now expect seamless digital experiences designed for real-time transactions, but many B2B organizations are still playing catch-up.
Companies that rise to meet these expectations will see better customer retention, improved operational efficiency and significant market share gains.
The power of an omnichannel approach
One major myth in B2B commerce is that eCommerce will replace all other sales channels. But omnichannel strategies are proving essential, especially in B2B.
Omnichannel isn’t just a buzzword; it’s about creating a seamless, interconnected experience for customers across digital and traditional touchpoints.
Here’s how omnichannel adds value for B2B businesses:
Supporting sales teams: eCommerce tools free up sales reps from routine tasks, such as order tracking. Instead, sales teams can focus on building relationships supported by actionable data insights from online customer behavior.
Unifying data for consistency: A single view of the customer ensures consistent pricing, catalogs and purchase histories across multiple touchpoints.
Sales enablement: Omnichannel tools allow sales teams to log orders on behalf of customers, training them to adopt digital platforms effortlessly.
The takeaway? Omnichannel isn’t about replacing sales teams — it’s about empowering them. Businesses that master this balance will see stronger customer loyalty and higher efficiency across the board.
Competing in the era of marketplaces
Platforms such as Amazon Business are forcing B2B businesses to rethink their strategies. With over $80 billion in projected B2B sales and growing, Amazon Business is no longer just for office supplies. Its extended catalog includes industrial tools, medical equipment and more.
Rather than attempting to out-price or out-assort Amazon, Beck advises B2B companies to focus on what Amazon struggles with at scale: industry expertise and personalization.
Instead of competing directly with Amazon’s vast inventory and low prices, B2B companies can carve out a competitive edge by leveraging their deep understanding of specific industries and customer needs.
Domain-specific players can succeed by offering highly curated product assortments that cater to niche markets, sharing in-depth knowledge that builds trust and authority and delivering tailored customer service that makes every interaction feel personalized.
By emphasizing these strengths, B2B companies can create value in ways Amazon cannot easily replicate.
Overcoming supply chain fragmentation
Supply chain challenges are at the heart of B2B commerce. According to Teulières and Beck, companies must now approach their supply chains holistically, looking beyond their own distribution centers.
Extended supply chain models, including operating a dropship model, vendor-managed inventory, and the marketplace model, allow businesses to offer broader assortments without holding all the inventory themselves.
Amazon sets the example with its blend of owned inventory (1P) and third-party sellers (3P), which allows them to sustain an unparalleled assortment.
While most B2B businesses can’t replicate Amazon’s scale, they can adopt marketplace models to foster supply chain flexibility and meet customer demand consistently.
The future of B2B commerce
When asked to look into the future, Beck shared a few major trends shaping the industry:
AI-driven efficiency: From predictive demand forecasting to enhanced catalog management, artificial intelligence is already helping companies streamline processes and improve productivity.
Transparency and customer control: The age of opacity in B2B transactions is over. Buyers will demand full transparency in pricing, product details and availability, making it essential for organizations to meet these expectations.
The rise of direct-to-customer models: Manufacturers are increasingly exploring ways to sell directly to customers via their own eCommerce platforms or strategic marketplaces.
Hear more insights from Brian Beck
The future of B2B commerce is as exciting as it is complex, bringing both opportunities and challenges for businesses looking to stay ahead. For actionable strategies to differentiate your business in a competitive global market, don’t miss this conversation between Marc and Brian Beck.
Unlock new strategies for success by tuning into the first episode of Season 2 of Place to be.
