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The top 6 business benefits of B2B e-commerce websites

Lena Santen
March 29, 2022
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The benefits of B2B e-commerce can be wide-ranging. Whether you’re a seasoned e-commerce expert or just beginning your journey towards digital transformation, it helps to know how adopting B2B e-commerce can help with your overall strategy.

An effective web store doesn’t just work for your organization or bottom line, it also ensures a seamless experience for your customers. Here’s everything you need to know about the top advantages of adopting a B2B e-commerce webstore.

Quick Recap: What B2B buyers really want  

Staying informed on the ever-evolving needs of the modern B2B buyer is vital for future-proofing your business. Are your customers heading online? Do they prefer shopping on their computers, or are they completing orders on their mobile phones? Read the 2022 B2B Buyer Report for the latest data on what modern buyers seek in their purchasing experience.

If you’re already aware of what your customers are seeking, read on for a better understanding of the benefits of B2B e-commerce, and how you can incorporate them into your digital strategy.

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6 benefits of B2B e-commerce websites


Benefit 1: Tap into more business opportunities

A web store can help strengthen your brand visibility, putting you in front of potential clients and resellers through search engines.

This is especially effective if you choose to make your catalog pages public. However, even if you decide to keep your catalog private, you can use targeted marketing content in your web store to grab the attention of new clients.

Read the Marketing Edition of our Solution Highlights to learn how Sana Commerce can help you drive better online B2B marketing.

Benefit 2: Improve your B2B e-commerce sales

Attracting more clients can help boost your sales, but that’s not the only way a B2B e-commerce platform can help improve your business performance.

Choosing the right B2B e-commerce solution lets you display relevant and specific product recommendations for your visitors. You can make sure your clients see related products, but also items with more features, unlocking powerful cross-selling and up-selling opportunities.

Sana Commerce customers report a 21% jump in e-commerce conversion rates and an 8% jump in revenue on average because of their ERP-integrated B2B web store. Learn more about the benefits of B2B e-commerce from our latest customer research survey.

Benefit 3: Lower your costs

Growing your revenue while minimizing your costs might sound impossible, but it’s a very real benefit of B2B e-commerce.

Modern technology lets you take almost every aspect of your business online. This includes order entry, client information provision and customer service. By automating and streamlining these various processes, your company can cut down on unnecessary costs.

The end result? More efficient business processes. This especially true with ERP-integrated B2B e-commerce.

See below for a visualization of our customers’ cost-savings today:

Graph highlighting cost-saving for Sana Commerce customers

Want to discover the financial benefit of e-commerce for your B2B business? Calculate your projected e-commerce costs and savings with our ROI calculator.

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Benefit 4: Get customer feedback

A great online buying experience keeps your clients coming back for more, and can even help drive sales. After all, what would you trust more: obvious marketing from a manufacturer or wholesaler, or a glowing review from another buyer?

By offering an exceptional B2B web store, you can turn your clients into evangelists. Research indicates customers spend 31% more when a business has positive reviews. By simply leaving a review, clients sharing their enthusiasm can have an impactful effect on your business, with reviews typically producing a notable uplift in sales.


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Benefit 5: Reach new markets

We already mentioned that a B2B web store can help you reach more clients. And those clients don’t necessarily have to be in your existing markets.

Because your online sales portal won’t rely on the availability of your sales team, your digital sales channel can be available 24/7, 365 days a year. Selling online eliminates the challenge that time differences often pose in order processing. This means B2B e-commerce makes it easier than ever to serve a wider international market.

This also enables more resources and focus to be redirected to other business functions, such as sales or customer service. This can in turn improve profitability and customer satisfaction.

Benefit 6: Achieve data-centricity with ERP-integrated B2B e-commerce

The most powerful benefit of B2B e-commerce software is that it lets you streamline and automate time-consuming processes. It also grants unique insights into the data that matters to your sales and marketing operations. This is especially true if you integrate your B2B e-commerce platform with your ERP system.

If you have an integrated e-commerce setup, your ERP can calculate detailed sales statistics for each of your clients. Order totals, revenue, profit percentages, or even discounts within a specific time period. Let your customers make informed decisions, and get precise data on what works for your business.

Dive deeper: benefits of integrated B2B e-commerce

Now that you’ve got the basics covered, dive deeper into the benefits of a B2B e-commerce experience that’s also integrated with your ERP. This includes jumps in revenue and average order value, improvements in process efficiency, and more.

Convinced of the benefits of B2B e-commerce? Get started by reading our ultimate guide to e-commerce for practical checklists and best practices to help you launch your web store.

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