If you serve both B2B and B2C clients, your needs for e-commerce software will be far different than an enterprise that focuses on one alone.
Increasingly, software developers are realizing the benefit of providing a solution that helps its customers cater to both audiences. Commerce platform MarketLive, for example, just announced the launch of its "market Focused B2B solution", an extension of its core Total Commerce platform, for online merchants (specifically those including B2B resellers, manufacturers, and B2B2C merchants).
The solution allows merchants to use just one e-commerce technology platform to manage both wholesale and retail transactions on their websites, integrating their B2C and B2B capabilities in one platform, and allowing customers to shop on both sites with a common and unified branding and user experience.
"One of the major benefits of MarketLive's new solution is that we didn't have to build out a totally separate B2B site," said Brian Thron, director of marketing at The TileShop, one of the first of MarketLive's merchant customers to deploy the new B2B capabilities. "It combines our B2C and B2B functions in one integrated platform, and we can leverage business rules and merchandising across both channels. MarketLive B2B also makes life easier for us in terms of site maintenance, bulk re-orders and volume discounts."
The platform provides a tool for merchants' sales associates to place orders on behalf of their customers, offers multiple shopping baskets that can be saved and accessed by different customers, and includes centralized merchandising and account management features. Merchants can also review past orders and select one to reorder. The order can stay the same or can be modified.