1. B2B eCommerce, “Checkup” και Αντιμετώπιση
Stefanos Falkonakis
eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com
Digital Media Consultant / g360 / www.g360.gr

2. B2B eCommerce, bubble or burst?
Sales in Billions (Dollars)
820.5
680.6
572.5
2010
•
•
•
•
963
2013
2011
2012
Many B2B companies like Oracle, eCommerce will comprise 50% of their total sales.
In the US, B2B eCommerce is growing by over 34% annually.
Only 25% of B2B companies have an eCommerce website.
81% B2B procurers would choose a supplier that offers eCommerce over another that does not.

3. Why we must Love B2B eCommerce?
Affordable platforms
Lower administrative costs
Inventory management
Live Sales Tracking
Live Behavior Tracking
Multi vendor usability
B2B Companies
that have over
50% of revenue
coming from
Online Channel
28%
B2B companies that
direct sales are driving
most of the revenue
but online is growing in
importance
31%
B2B companies that
see no growth in
their online business
in 2013
5%

4. Quick Checkup, what are the differences between B2C and B2B eCommerce?
Enhanced estimates Reseller pricing
and discounts
CRM integration
(salesforce.com)
Advanced eligibility management
B2B payments: line of credit
and PO
Buyer management and hierarchy
Advanced pricing and promotions
Customized Product segmentation
Advanced up selling & cross selling
techniques

5. Direct Sales – B2B eCommerce Business Model

6. Channel Resellers – B2B eCommerce Business Model

7. Manufacturers – B2B eCommerce Business Model

8. Not a management priority
No integration with CRM
Lack of Internal
teams education
Rush development
PO option as as
payment gateway
Pricing complexity
Sales team
compete with
eCommerce
How to guides
Education
B2B User Experience
Marketing strategy
Customer engagement
8
Where do most
companies Fail
in B2B
eCommerce
Budget constrains
Personal approach
Lack of resources
Visibility
Channel conflict
Specialized customer service

9. Not a management priority
No integration with CRM
Lack of Internal
teams education
Rush development
PO option as as
Channel Conflict between Online Sales & Direct Sales
payment gateway
Pricing complexity
Sales team
compete with
eCommerce
How to guides
52%
Where do most
companies Fail
of B2B companies with a B2B eCommerce website
in B2B
responded* that Channel Conflict is a big concern.
eCommerce
Education
B2B User Experience
*Oracle 2013 eCommerce Trends
Marketing strategy
Customer engagement
9
Budget constrains
Lack of resources
Visibility
Channel conflict
Specialized customer service

10. Corporate Identity
Product mix Collections
# Products
License
Content
Pricing
Return reasons
Strategy
Marketing budget
Market segments
Brand value
Target groups
Featured products
Process flexibility
Capacity
Countries Returns
Payments
Fulfillment
Single view of
customer
Video Relevancy
Recommendations
Behavioral targeting
Mobile Personalization
Channels Newsletter
Loyalty Program
Affiliate program
Strategic Key
Factors
for Success in
E-Commerce
Campaigns
Call Center
Delivery times
Service quality
Payment
Refunds
Self-services
Maintenance Stability
Usability tests Navigation
Business Plan
Abandoned baskets
Interfaces Features Scalability
Customer retention
10 Performance
Call Center complaints Conversion rate
Publishing lead time

11. Top eCommerce Platforms for B2B eCommerce websites?

12. Best B2B eCommerce practices in Health

13. Best B2B eCommerce practices in Science & Technology

14. eCommerce is also about Services & Consultation

15. Summary & Quick Tips
• Don’t be afraid of New Technologies and
eCommerce.
Thank you!
S.Falkonakis@Elsevier.com
• Don’t be afraid to use B2C practices on to
B2B eCommerce.
• Engage the Direct Sales with eCommerce.
• Invest in Technologies that can support the
complexities of B2B organizations.
• Focus on the overall customer experience
to drive customer acquisitions and retention.