Did you know that 93 percent of B2B buyers prefer to purchase online? These customers prefer to interact with the vendor directly using an intuitive, user-friendly online shopping interface. Stand out from the crowded online B2B marketplace with an eCommerce website that prioritizes easy self-service.

At the same time, you can’t afford to ignore your other sales channels. You sell to customers via distributors and dealers. You sell in bulk to institutional buyers. You sell via online marketplaces. And you sell direct-to-consumer, too. How do you manage your eCommerce website and online sales to all these channels?

The solution is to create a website that integrates B2C, B2B and D2C channel sales in the same online store. Adobe Commerce’s Integrated B2B commerce solution integrates easily with existing and new backend systems.

In this blog post, we take a deep dive into the world of Adobe Commerce Integrated B2B Commerce.

You can check out the previous blog posts in this series, on Adobe Commerce Page Builder, Adobe Commerce Product Recommendation Engine and Adobe Commerce Inventory Management.

Why do you need an integrated B2C+B2B website?

The basic difference between a B2B business model and B2C lies in the order process. As a B2B order is typically much larger in volume than a B2C transaction, it requires special quotation and approval. Even when a volume-based rate card is available, negotiation is often the order of the day. On the other hand, an eCommerce website typically adopts a transactional approach. Items are added to the cart, their value is computed and payment is processed. For this reason, eCommerce websites are often less popular among businesses with a primary B2B focus.

What is an integrated website, and how does it work?

An integrated website enables you to sell to multiple audiences, including businesses and consumers, from a single window. Using this new kind of B2B eCommerce platform, you can assign custom catalogs and price lists, and empower institutional customers with convenient purchasing options. You increase overall engagement and sales, thanks to the simplified billing and purchase process.

In addition, because you’re only using a single portal, all customers engage with common branding, without multiple instances.

But I only sell to businesses – do I still need an integrated website?

An integrated B2B website doesn’t just enable you to sell to consumers as well as businesses. It incorporates various elements of consumer-oriented eCommerce to deliver a high-quality online shopping experience for every category of customer.

Besides, it’s important to remember that even business shoppers are individuals! B2B buyers use eCommerce for their personal needs too. They’re used to the user-friendly, self-service nature of B2C eCommerce.

In addition, the sector is in a state of rapid evolution. You can’t restrict yourself to a rigid B2B strategy that’s wholly standardized across all touchpoints. A flexible, intelligent solution prioritizes B2B eCommerce without devaluing B2C or D2C eCommerce. It helps you embrace new channels and business models, to meet evolving market demands.

Another point to consider is that some of your customers may be interested in very small order quantities from your product catalog for personal use. These direct-to-consumer sales can also be captured by the same integrated B2B eCommerce website, instead of requiring a special order process or separate website.

An integrated website also lets you empower your retail customers with an easy method to buy your products online, avoiding intermediaries. This is especially valuable as you build your distributor/dealer network.

Adobe Commerce’s integrated B2B eCommerce platform

What features does Adobe Commerce offer you in terms of B2B eCommerce? It’s designed specifically for B2B buyers, but has the flexibility to suit all other channels as well. As a result, eCommerce management becomes faster and more efficient for customers of all kinds.

Adobe Commerce’s integrated B2B eCommerce platform provides AI-powered customization. This lets your shoppers engage on a personal level with your business.

What sets Adobe Commerce apart from its competition for B2B users?

YOU benefit from:

  • Customer-specific catalogues and pricing
  • Targeted content and promotions
  • Option to import lists of SKUs
  • Drag-and-drop merchandising tools for personalization without tech support
  • Seller-assisted shopping
  • Quote and negotiation management
  • Streamlined quote request workflow
  • Single, flexible system suitable across geographies, sites and brands
  • Suitable for the sale of both digital and physical products

Your CUSTOMERS benefit from:

  • B2C-style account self-management
  • Online management of invoices, order history and company credit
  • Quick order feature
  • Multiple tiers of buyers with defined roles and permissions
  • Quote and order tracking
  • Personalized buying experience
  • Company-specific payment and shipping options
  • Effortless API-based integration with almost all existing business systems
  • Easy platform extension using off-the-shelf tools and APIs

In addition, the integrated B2B platform enables businesses to offer multiple purchase options, including:

  • SKU entry
  • Preset requisition lists
  • Purchase on credit
  • Preset approval rules
  • Quick order forms
  • Saved shopping lists

If your eCommerce enterprise caters to businesses, an integrated B2B eCommerce website is the right choice for you. Opt for Adobe Commerce to address every market and get the most out of your business. Talk to Ziffity’s implementation team today to discuss how to get started.