New suite helps businesses accelerate digital sales operations
The demand for more self-service B2B buying through marketplaces is behind the new offering, BigCommerce for B2B, which provides businesses selling to other businesses with the means to build e-commerce sales and target specific vertical market segments.
The Lowdown: BigCommerce for B2B is tailor-made for wholesalers, manufacturers, and distributors that want to sell through automated digital channels — otherwise known as marketplaces or e-commerce portals. BigCommerce collaborated with six technology partners to make its cloud-based system unified across different applications required to facilitate online transactions.
The Details: BigCommerce worked with technology partners to create the end-to-end e-commerce platform:
> Apruve provided the end-to-end credit solutions to automate the processing of payment terms.
> Brightpearl provided the management interface for facilitating omnichannel experiences.
> Bundle B2B provided features and functions such as simplified order management and tailored user experience management.
> Nextopia provided machine learning to aid buyers in their purchasing experiences and facilitate product recommendations.
> PunchOut2Go provided the managed services for automating order processing and the management of procurement systems.
> ShipperHQ provided applications and services for facilitating frictionless shipping services.
The Impact: The launch of BigCommerce for B2B is part of a growing trend in which vendors, distributors, and solution providers are driving more transactional product and service sales through marketplaces and e-commerce portals. BigCommerce’s application gives solution providers the ability to operate online stores with similar functionality and experiences as those operated by large vendors and third-party marketplaces such as Amazon.
Background: Marketplace and e-commerce sales are increasing in popularity and as a sales channel. According to Forrester Research, 60 percent of all B2B purchases will be through marketplaces or e-commerce by 2020. An increasing number of technology vendors and distributors, including Microsoft, Palo Alto Networks, and Ingram Micro, are pushing more products through automated digital sales channels.
The Buzz: “BigCommerce for B2B extends BigCommerce’s native functionality with scalable, enterprise-level e-commerce tools for established brands operating within the more traditional B2B verticals,” said Maryann Bekkedahl, senior vice president of business development at BigCommerce. “This initiative demonstrates BigCommerce’s commitment to understanding our B2B merchants and, as a partner-led, open-platform SaaS solution, our ability to provide them with the flexibility to dial in the right e-commerce capabilities required to accelerate operations and growth.”
Channelnomics Point of View: Automated digital sales channels will revolutionize routes to market. Over the next five years, vendors will decrease their traditional two-tier sales through resellers and solution providers in favor of selling products and services through marketplaces. The shift will disrupt traditional VARs and MSPs, but open new opportunities in pre- and post-sales professional services.