Platforme za B2B in B2C ecommerce – poznate bistvene razlike?

Med prodajo končnim kupcem (angl. B2C ali business-to-consumer) in prodajo podjetjem (angl. B2B ali business-to-business) obstajajo pomembne razlike, ki jih odražajo tudi platforme za B2B in B2C ecommerce. Kdor se želi s svojo spletno trgovino prebiti na vrh, se mora slednjih dobro zavedati in se tako prilagoditi potrebam svojih ciljnih strank.

Čustva proti razumu

Platforme za B2B in B2C ecommerce ločimo glede na razlike v nakupnem procesu. Pri B2C prodaji, pri kateri se kupci odločajo impulzivno, s čustvi, je bistvena hitra in preprosta pot do zaključka nakupa, medtem ko je pri B2B poslovanju čas odločanja daljši, pot do konverzije pa kompleksnejša. Pri zasnovi strani je zato treba upoštevati vmesne korake, denimo stopanje v stik s podjetjem, pripravo ponudb itd.

Privlačen dizajn ali izčrpne informacije?

Učinkovite B2C strani kupce prepričajo na čustveni ravni, pri čemer ključno vlogo igrata branding in privlačen dizajn. Bolj kot gole informacije štejejo privlačni slogani in grafike – nekaj, kar naredi vtis. Prav nasprotno pa poslovanje B2B temelji na dejstvih, številkah in kakovostnih poslovnih odnosih. Prepotrebno zaupanje tako ustvarjajo strani, ki ponujajo izčrpne informacije in jih dopolnjujejo s koristnimi vsebinami. To so lahko denimo posnetki, blogi ali odgovori na pogosta vprašanja.

Kaj pa cene?

Pri oblikovanju platform za B2B in B2C ecommerce ne smemo pozabiti na vprašanje cenovnih modelov. Pri prodaji končnim strankam so ti sicer jasni in preprosti, saj so cene za izdelke enake za vse, razlike pa nastanejo le zaradi popustov ali poštnine. V B2B svetu pa je stvar nekoliko drugačna. Cene se namreč lahko razlikujejo glede na potrebe strank, obseg sodelovanja itd. Ker se pogosto oblikujejo v kasnejših fazah nakupa, na mnogo straneh niti niso prikazane.
Opisane razlike jasno kažejo, da je uspešen spletni trgovec tisti, ki se dobro zaveda, komu prodaja svoje izdelke ali storitve, ter upošteva posebnosti izbrane ciljne skupine.

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