XU Magazine - Issue 12

Page 92

The future of B2B eCommerce Struggling to optimize your wholesale channel? TradeGecko walks you through 3 key strategies to differentiate your B2B eCommerce platform from your competitors... W

ith estimates that by the end of 2017 the global B2B eCommerce market will be worth 7.7T U.S. dollars, which is more than three times the B2C market sitting at about $2.1T, it is no surprise that B2B eCommerce stores are becoming more commonplace. It is no longer enough to have a basic eCommerce store with little in the way of design or user experience. These days, B2B buyers expect the same buying experience on a B2B platform as they would with B2C. As a merchant, setting up your store to reflect your brand, to be discoverable and to make purchasing as easy as possible

could give your business the edge it needs. 1. Custom branding Your online wholesale store should give your buyer a feel of your company brand and aesthetic right from the get go. If you are selling on B2B and B2C platforms, aligning your branding improves your platform’s credibility. Set up a custom domain so that customers are confident that they are visiting the right website. Additionally, customize the first page your buyers land on to reflect what you sell as well as your brand’s vision. Lastly, make sure your company logo is visible, not only

@tradegecko

Cameron Vernest, Director Strategic Partnerships, TradeGecko Cameron Vernest is a CPA, CMA and holds a MBA in Finance & Accounting residing in Toronto, Canada. Accounting became the foundation of his career with Johnson and Johnson. Excited by what he was seeing in the eCommerce and mobile space he jumped to Shopify. From there it was a short hop, skip and jump to TradeGecko where he is Director, Strategic Partnerships leading TradeGecko’s global partnerships and business development.

on your online store, but on order confirmation emails, invoices and other transaction related documents too. 2. Discoverability Improving discoverability on your B2B eCommerce platform requires a two pronged approach. First, improve your store’s discoverability. Setting up a clear and detailed store description could improve your search engine optimization and drive more traffic to your store. Also remember to include a form for buyers to fill in and submit for access to your store. This will give you control over who buys and distributes your products. The second approach to discoverability is within your store itself. How easy is it for your buyers to browse your products? When setting up a website, include clear images with a white or plain background to draw focus to your products. A grid view is also useful for buyers to have a quick view of all the products available, without too many clicks. Set up filters on your store so buyers can view products by brand or product type. The easier it is for customers to discover your products, the more likely they are to purchase them. 3. Seamless checkout process A complicated checkout process leads to cart abandonment. An

92 / Issue 12

XU Magazine - the independent magazine for Xero users, by Xero users. Find us online at: xumagazine.com


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TUTORIAL - How to: set up an

4min
pages 129-132

NEW RELEASES - Updates and

10min
pages 116-119

Boma’s self-drive marketing

4min
pages 114-115

The benefits of a custom Xero

3min
pages 110-111

How to protect your payroll

4min
pages 88-89

The future of B2B eCommerce

4min
pages 92-93

CASE STUDY - Save time

4min
pages 108-109

How to help clients choose

4min
pages 102-103

GDPR - The facts. The reality

6min
pages 90-91

CASE STUDY - Small

3min
pages 86-87

We’re a funny breed us

3min
pages 94-95

Becoming a successful

8min
pages 80-85

Both sides of the coin

10min
pages 76-79

Clouds and rainy days

4min
pages 68-69

Make every mile count

3min
pages 74-75

INTERVIEW - Konstantin

5min
pages 62-65

Everyone’s a cloud integrator

4min
pages 66-67

Customer support is the most

5min
pages 58-59

New online portal makes

5min
pages 72-73

ABC: Accountants

5min
pages 56-57

Investing in systems repays

5min
pages 42-43

Event - Accountex: two

4min
pages 54-55

Planning successful cloud

4min
pages 36-37

Meet Curve: Xero’s new card

5min
pages 38-39

International trade? It’s

5min
pages 40-41

Measuring recurring revenue

11min
pages 44-51

You’re wasting your time at

5min
pages 52-53

AppsForOps: Venter Consulting

0
pages 32-33

It’s not just you. The global

3min
pages 16-17

Globalization and mobilization

13min
pages 24-31

Bills to be paid vs

1min
page 5

COVER STORY - Outsourcing

6min
pages 13-15

Why consistency with Deputy

4min
pages 22-23

Vertical integration

5min
pages 8-12

INTERVIEW - Amy Harris, Futrli

6min
pages 18-21

Entering employee leave details

2min
page 4
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