E-commerce is a hot topic among B2B companies. Everyone agrees that the potential for e-commerce is enormous, and that it is important not to get left behind.
However, it is not an easy exercise, and in many cases, the same obstacles stand in the way of a successful introduction of e-commerce. We look at four of them in more detail in this blog.
1. Product information is not in place
We begin with what we feel is closest to our hearts, the products or more correctly, the information about the products, which the customer needs to find, assess and purchase with.
The products are pivotal for the whole thing, but despite this, the importance of good product data is often undervalued – and there is a tendency to think that the product page is in place. Often, you already sell the products via other channels, and thus it is just a question of connecting a new channel.
Using product information in-house, and in a traditional sales process is one thing, but exhibiting this information online in a meaningful way to potential customers is a completely different thing. It often requires that more complete product information must be prepared, and that the data is categorized differently, than it is in the ERP system, which is intended for internal use.
2. Insufficient engagement from the company’s top management
It is not enough that e-commerce is a hot topic in parts of the company. It must be high on the agenda of the management and board of directors. Otherwise, there is a high risk that the project will run aground. This is because you shake the company’s foundation when you introduce a new, online sales channel.
E-commerce will have a knock-on effect in every corner of the company, which must adapt to the new reality – this applies to marketing, sales and logistics. In other words, it is a change project, and will only succeed if the top management shows the way forward.
3. Conflict between the channels
With the introduction of e-commerce, the traditional sales process, where sellers, dealers and physical stores have had central roles, will suddenly be challenged with an online sales channel, which requires new competencies and processes.
Developing the strategy and driving the project forward requires digital competencies, both in relation to the technical implementation of the project and the entire marketing task – often deeper digital competencies than most B2B companies have within their existing staff.
Employees will often naturally fear that the venture into e-commerce will change – or perhaps even cost them their place within the company.
An e-commerce project can therefore get a cool reception sometimes, and to ensure success, you must be able to deal with any eventual resistance from employees.
4. Integration with the important business systems
The last of the four obstacles in the path to successful e-commerce relates to integration. E-commerce is rarely the only way that B2B companies sell, and it is necessary to integrate the e-commerce platform with the rest of the company’s systems. To achieve a smooth order process, show stock status and similar information, the e-commerce platform fetches the data from ERP and if required, from other important business systems.
In some cases, this integration may require a lot of resources and make it difficult in getting it off to a flying start. Even though integration is not the most exciting thing to deal with when you get involved in the e-commerce adventure, it is still an important element that needs to be planned, so that you do not end up with the project taking too long or becoming too expensive because you considered a good integration solution much too late in the day.
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