Dropshipping business B2B ecommerce

Wholesale ecommerce.

Businesses often buy goods in bulk for a lower price and turnaround to sell them at retail value, and the goods are usually purchased directly from the manufacturer or distributors. This form of B2B, called wholesale, could also be described as the sale of goods to other businesses.  

Unlike traditional retail transactions that cater to individual consumers, wholesale deals involve larger order volumes and lower per-unit prices, creating a win-win for both manufacturers and distributors. By transitioning operations online, wholesalers can tap into a broader market, streamline sales processes, and significantly cut operational costs.

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Manufacturers and distributors.

In B2B ecommerce, manufacturers are the creators of products, transforming raw materials into finished goods ready for market. Think of the automotive industry, for example. The manufacturer creates individual car parts, such as a fuel pump or an engine. Then, the manufacturer sells these parts to an automotive company that builds the entire car from the parts and sells it to the consumer.

After a product goes through the hands of a manufacturer, there are two options for the next step: If the manufacturer prefers to have more control over the selling aspect of their business, they can sell directly to the end customer. However, this leaves responsibilities such as managing orders, packaging and marketing in their hands. 

On the other hand, a manufacturer can form a partnership with a distributor to sell their product for them. In this case, the distributor works closely with manufacturers in an effort to bring visibility to the goods they are producing, with the goal of increasing sales and moving their product along the distribution channel.

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B2B2C ecommerce.

A hybrid business model that combines B2B and B2C elements, business-to-business-to-consumer (B2B2C) ecommerce removes the middleman, allowing the business to sell directly to the consumer. This ecommerce model allows manufacturers and wholesalers to partner with retailers or other intermediaries to reach a broader audience. For example, a grocery store could partner with a delivery service, such as Uber Eats, to offer online shopping and home delivery options to its customers.  

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B2B marketplaces.

B2B marketplaces are online platforms where businesses can buy and sell products or services from each other. Operating similarly to B2C platforms like Amazon or eBay, these online marketplaces are tailored specifically for business transactions. They bring together multiple sellers and buyers, providing a centralized space for businesses to find new suppliers, compare prices, and make purchases.

One of the primary advantages of B2B marketplaces is the vast selection they offer. Businesses can access a wide range of products and services from various suppliers, making it easier to find exactly what they need at competitive prices. These platforms often include features like bulk ordering, automated procurement processes, and detailed product specifications to cater to the unique requirements of B2B transactions.

Stages of B2B ecommerce businesses

Successfully navigating the B2B ecommerce landscape involves several critical stages, each essential for building a robust and efficient business. From selecting the right B2B ecommerce solution to scaling operations, these steps help ensure seamless integration, effective marketing, and strong customer relationships. 

Let’s explore five key stages of a B2B commerce business, as well as key considerations and strategies for each stage.

Selecting a B2B ecommerce platform.

The first — and arguably most important — step in launching your online B2B business is selecting the right ecommerce platform. 

An ecommerce platform is the engine for your online business. Powering the back-end of your tech stack, an ecommerce platform contains the necessary tools to help you build and run your online store, such as order processing, marketing tools, inventory management, and more. 

However, as a B2B business, you’ll likely need more specific B2B functionality than a traditional B2C brand. Look for a platform, like ECommerce, that offers advanced B2B functionality, such as customer portals, personalized pricing, custom shipping rates, and re-ordering capabilities. Additionally, make sure your platform offers a high-quality user experience, both for the end customer and your internal teams, that is intuitive and streamlined.

Integrating supply chain and logistics.

According to dropshipping, two-thirds of global shoppers expect to receive their online orders within 24 hours, and another four in ten expect them in under two hours — which means B2B companies need to optimize their supply chains for lightning-speed delivery. 

Integrating your ecommerce platform with your ecosystem of suppliers, warehouses, and distribution networks is essential to meet these high expectations. By ensuring real-time visibility and coordination throughout the supply chain, your business can streamline operations, reduce lead times, and minimize errors. Embrace automated inventory management systems, refine your order fulfillment processes, and build strong shipping partnerships to stay ahead of the curve.

Implementing B2B marketing strategies.

As we’ll discuss later in this guide, a well-crafted marketing strategy is crucial for launching a successful B2B business. This will involve a combination of inbound and outbound marketing tactics tailored to the specific needs of your target audience. 

Content marketing, SEO, email campaigns, and social media engagement, for example, are critical components of inbound marketing that can help build brand awareness and attract potential customers. Outbound strategies, such as targeted advertising and direct sales outreach, are meant to further support customer acquisition efforts. By consistently analyzing and refining these marketing tactics based on performance metrics, you’ll be able to achieve sustained growth and success.

Managing sales and customer relationships.

Strong sales and customer relationships are the heartbeat of long-term B2B success. 

Part of the nature of B2B selling is that business deals are more than just one-time transactions — they’re often the start of a long-term partnership. While in a B2C model, customers are often seeking products or services to fulfill a one-time need, B2B relationships are often mutually beneficial. Therefore, the next stage in launching a B2B business is all about effectively managing these relationships. 

Utilize robust CRM systems to track interactions, manage leads, and analyze sales data, and equip your sales teams with the tools and training they need to understand customer needs, address pain points, and offer bespoke solutions. By tailoring your communications and building strong, personalized relationships with clients, you’ll be able to foster deep customer loyalty and repeat business. 

Scaling the business.

Once you’ve gotten your B2B business up and running, it’s time to focus on one thing: growing.

This stage requires strategic planning and investment in key areas such as technology, talent, and market expansion, as well as identifying growth opportunities, optimizing operational processes, and enhancing the customer experience. Depending on your company’s goals, you may want to consider investing in advanced analytics and automation tools to help streamline operations and provide insights for informed decision-making. Or your business might expand its product offerings, enter new markets, or unlock new partnerships 

By adopting a proactive and flexible approach, businesses can successfully navigate the challenges of scaling and achieve sustainable growth.

B2B commerce examples

Whether you sell industrial supplies, fashion and apparel, or food and beverage, B2B ecommerce has room for all kinds of successful brands. Here are a few examples of our own BigCommerce merchants who have used ecommerce to their advantage.