Guide to creating a B2B store: 10 steps to a successful e-commerce platform

Rifling through catalogs and ordering by fax? That was yesterday. Today you order online. Webshops can be accessed around the clock from any internet-enabled location in the world. You also save costs: your customer service is noticeably relieved. But how do you set up a successful online store? What distinguishes a B2B store from a B2C store? This checklist will show you whether you have thought of all the relevant points.

Step 1: Define target group

Do you know your customers and their needs? With the help of personas - fictitious user models - you can visualize this knowledge for everyone involved in the project. With their features, they characterize people in your target group. Create a list of customer types and their needs for your business. Answering these questions will help you to define personas:

• What advantages of your product are of interest to the target group?
• What do your customers value: Quality? Low prices?
• What added value do your products offer?
• Are your products easy to understand? Do you have to explain them?

Step 2: Develop B2B strategy

Do you already have online stores in your sector? Analyze them and sharpen your profile by clearly differentiating yourself from the competition for your customers. Consider in advance which criteria distinguish you as a store operator. This does not necessarily have to be the lowest price. Fast shipping or excellent customer service can also set you apart from the competition.

• Do you want your sales to be national or international?
• What products and services would you like to offer?
• What role does the web store play in your sales strategy?
• What sales expectations can be realized through online stores?
• What budget can you use for your store system?

Step 3: Get relevant employees on board

The larger the company, the more departments are involved in the "Create B2B store" project. Designers, product managers, developers and customer service contribute their expertise. Also consider which work processes need to be restructured in order to successfully integrate the store system into your company's workflow. Will you even need to hire new staff to ensure that the B2B store runs smoothly after the launch? Is it worth hiring an agency?

Step 4: The right store software for B2B stores

There are many providers and solutions for implementing online stores. It is important to define a catalog of requirements that all project participants draw up together before making a purchase. Overarching parameters such as data security, internal and external interfaces, hosting and support are also included here. Make sure that your preferred provider has references in the B2B sector. More than with B2C software, the store system must be flexibly adaptable to your company's interfaces. You can choose between three different categories of store software for companies.

• B2B store based on open source: high flexibility and customization, price varies depending on functionality and support
• B2B store with rental software: monthly usage fee, pre-installed store systems that are operated and hosted by the software provider
• B2B store with purchased software: high license and update costs, extensive functions designed for high traffic and high turnover

Step 5: Estimate the workload

Unfortunately, selecting and installing a store system is not enough. It has to be filled with life: Images, texts, product and customer data must be prepared. A B2B store is not a closed system. It must be integrated into the existing company processes in order to function profitably. The connection to third-party systems also needs to be well thought out. Optimization work begins after the launch. This is where you need to iron out initial errors and take into account feedback from customers to make your system better. In order for your store to be found, it needs to be advertised.

Step 6: Create project plan

As soon as all project participants - internal and external - have been determined, a project plan must be drawn up. This should include the following:

• Departments involved
• respective contact persons, project managers
• Project timetable with work steps
• rough timing
• Dates such as shoulder checks

Step 7: Functional preparation of the products

Clear product categories and unambiguous product names make it easier for your customers to find the right product. To achieve this, your goods must be prepared accordingly. Standardized entry allows you to filter your range. Size, color and other material properties play a role for your customers? Then give them the chance to sort by them. Unlike B2C customers, B2B customers want to order and buy quickly. It's part of their job, not a leisure activity. Think of corresponding functions such as watch lists. Supplement this data with images that have a high resolution and a consistent visual language. This makes a professional impression.

Step 8: Corporate identity & presentation of the products

The aim here is to build an image while still communicating facts. This is because the presentation of the products should also convey corporate values, which ideally increase sales. The less a product needs to be explained, the easier it is to present. The reason: your customers are sufficiently informed, know what they want and want to complete their order quickly. Short, crisp information texts and photos are sufficient. The design should reflect the trademark behind the products: pick up on their colors and font, use their symbols.nullHowever, if the products are more complex, innovative or modular, they need to be explained. It makes sense to use video material, produce an information film or even program a configurator. High-quality and technically complex product presentations are worthwhile for price-intensive and long-lasting products.

Step 9: Who buys at what price?

This is where things get more complex compared to a B2C store. One product = one price? This does not apply to online stores where retailers or companies place orders. Your customers have negotiated individual prices and discount scales with you or will do so. They would also like to take advantage of these via your online store. Also: Think about how your system enables several people from one company to buy from you at different conditions.

Step 10: Have the legal conditions for B2B stores checked

Legal notice, withdrawal policy, GTC: To protect yourself as an operator from warnings, you should carefully draft the legal texts for your B2B online store. It is important that these are clearly visible in the online store. As a B2B retailer, you must also ensure that your customer is not an end consumer. You can find all legal texts for your online store here.

Secure your B2B store now with the Recht 24/7 Secure Shop