B2B ecommerce website: Build, buy, or customise? The ultimate guide

Selling to other businesses online is more than just setting up a shop. It's about finding the right online B2B platform that fits your unique needs. Are you a manufacturer looking to reach more distributors? A wholesaler trying to streamline orders from retailers? Or maybe you're just starting out and need an online store that can grow with your business.

The choice you make today will impact how you sell, how your customers buy, and ultimately, how successful your business will be online. Do you build your own B2B ecommerce website from the ground up? Choose a ready-made B2B ecommerce platform? Or go for something in between?

This guide is here to help. We'll break down the pros and cons of each approach, look at the factors you need to consider, and give you the insights you need to make the best decision for your business. Let's get started.

Section 1: Understanding B2B Ecommerce

At its core, B2B ecommerce (business-to-business electronic commerce) is about selling products or services online to other businesses. It's the digital equivalent of traditional B2B sales, but instead of relying on phone calls, faxes, or in-person meetings, transactions happen through a B2B ecommerce website or platform.

Now, you might be thinking, "Isn't this just like selling to consumers online?" Not quite. B2B ecommerce has its own unique flavour. Think larger order volumes, negotiated pricing, complex payment terms, and the need to integrate with existing business systems.

Why B2B businesses are turning to ecommerce

So, what's the big deal about B2B ecommerce? Why are so many businesses making the switch?

• Reach a wider audience: An online store lets you reach customers across the country, or even the globe, without needing a physical presence in every location.
• Streamline your sales process: Automate tasks like order processing, invoicing, and inventory management, freeing up your team to focus on building relationships and closing deals.
• Give your customers a better experience: Provide 24/7 access to product information, order history, and self-service tools, making it easy for customers to do business with you.

B2B ecommerce isn't without its challenges

While the benefits are clear, it's important to be aware of the challenges. B2B ecommerce often involves:

• Complex pricing structures: Think volume discounts, customer-specific pricing, and tiered pricing based on user roles.
• Custom workflows: Your sales process might involve approvals, quotes, or special handling for certain customers.
• System integration: You'll likely need to connect your B2B ecommerce platform with your ERP, CRM, or other back-end systems.

Don't worry, though. We'll explore these challenges in more detail later in the guide and show you how the right B2B ecommerce solution can help you overcome them.

Section 2: Building a B2B ecommerce website from scratch

Building your own B2B ecommerce website from the ground up might seem daunting, but it offers a level of control and customisation that off-the-shelf solutions simply can't match.

Advantages of building from scratch

• Complete control: You have the freedom to design every aspect of your website, from the user interface to the underlying functionality, ensuring it aligns perfectly with your brand and business processes.
• Tailored to your specific needs: No more settling for 'close enough'. A custom-built solution can accommodate your unique pricing structures, workflows, and integrations, giving you a competitive edge.
• Potential long-term cost savings: While the upfront investment might be higher, you could save money in the long run by avoiding ongoing subscription fees and vendor lock-in.

Challenges and considerations

• Need for technical expertise: Building a robust B2B ecommerce website requires skilled developers, designers, and project managers. If you don't have these resources in-house, you'll need to outsource, which can add to the cost.
• Longer development time: Creating a custom solution takes time. You'll need to factor in planning, design, development, testing, and deployment, which can delay your time to market.
• Potential ongoing maintenance costs: Websites need regular updates, bug fixes, and security patches. Be prepared to invest in ongoing maintenance to keep your site running smoothly.

Technical aspects

• Choosing the right technology stack: The technologies you choose will impact your website's performance, scalability, and security. Consider factors like programming languages, frameworks, and hosting options.
• Database design: Your database will store all your product information, customer data, and order history. Careful planning is essential to ensure efficient data management and retrieval.
• Implementing essential features: B2B ecommerce websites require specific features like product catalogues, advanced search capabilities, customisable shopping carts, multiple payment gateways, and account management tools.

Building your own B2B ecommerce website is a significant undertaking, but for businesses with unique requirements and a long-term vision, it can be a rewarding investment.

Section 3: Choosing an Off-the-Shelf B2B Ecommerce Platform

For businesses seeking a quicker and potentially more cost-effective solution, off-the-shelf B2B ecommerce platforms offer a compelling alternative to building from scratch. These platforms come pre-packaged with essential features, integrations, and ongoing support, allowing you to launch your online store faster.

Advantages of off-the-shelf platforms

• Faster time to market: With pre-built templates, features, and integrations, you can get your B2B ecommerce website up and running in a fraction of the time it would take to build a custom solution.
• Lower upfront costs: Off-the-shelf platforms typically involve subscription fees, but the initial investment is significantly lower than building from scratch, making them attractive for businesses with budget constraints.
• Pre-built features and integrations: These platforms come with a range of essential B2B features like product catalogues, pricing management, order management, and customer account portals. They also often integrate with popular ERP, CRM, and payment systems.
• Ongoing support: Most platform providers offer ongoing technical support, updates, and security patches, ensuring your website remains functional and secure.

Potential limitations

• Limited customisation: While off-the-shelf platforms offer some level of customisation, you might be restricted in terms of design, functionality, and integrations.
• Potential vendor lock-in: Once you choose a platform, migrating to another one can be complex and time-consuming.
• Ongoing subscription fees: While upfront costs are lower, you'll need to factor in ongoing subscription fees, which can add up over time.

Overview of popular B2B ecommerce platforms

Several reputable B2B ecommerce platforms cater to diverse business needs. Some of the popular options include:

• BigCommerce B2B Edition: Offers robust B2B features, extensive customisation options, and seamless integrations.
• Magento Commerce: A highly flexible and scalable platform favoured by large enterprises.
• Shopify Plus: A user-friendly platform with a growing suite of B2B capabilities.
• OroCommerce: An open-source platform designed specifically for B2B businesses.
• SAP Commerce Cloud: A comprehensive solution for businesses already using SAP systems.

Each platform has its own strengths and weaknesses, making it crucial to evaluate them based on your specific requirements and budget.

Section 4: The hybrid approach: Customisable off-the-shelf platforms

For businesses seeking a balance between the control of a custom-built solution and the speed and cost-effectiveness of an off-the-shelf platform, the hybrid approach offers a compelling middle ground. Customisable off-the-shelf B2B ecommerce platforms provide a solid foundation of pre-built features while allowing you to add tailored elements to meet your specific needs.

Advantages of the hybrid approach

• Flexibility: You get the best of both worlds - access to pre-built features and the ability to customise key elements to match your unique workflows and branding.
• Cost-effectiveness: Compared to building from scratch, the hybrid approach can be more budget-friendly, as you're leveraging existing features while only investing in the necessary customisations.
• Scalability: These platforms are designed to grow with your business, allowing you to add new features, integrations, and functionalities as your needs evolve.
• Access to pre-built features while adding custom elements: You benefit from essential B2B features out of the box while having the freedom to tailor specific areas to create a truly unique solution.

Factors to consider when choosing a hybrid platform

• Customisation capabilities: Evaluate the platform's customisation options. Can you modify the design, add custom features, and integrate with your existing systems?
• Vendor support: Ensure the platform provider offers reliable technical support and resources to assist with customisations and integrations.
• Cost: Consider both the upfront cost of the platform and the potential expenses associated with customisations and ongoing support.

Comgem: A leading customisable off-the-shelf B2B ecommerce platform

Comgem is an excellent example of a customisable off-the-shelf B2B ecommerce platform. It offers a comprehensive suite of B2B features, a flexible architecture for customisations, and seamless integrations with popular business systems. With Comgem, you can accelerate your time to market while still achieving a tailored solution that meets your specific requirements.

The hybrid approach empowers businesses to create a B2B ecommerce website that's both functional and distinctive. By carefully evaluating customisation capabilities, vendor support, and cost, you can select a platform that perfectly balances your needs and budget.

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Section 5: Key factors to consider when making your decision

Selecting the optimal B2B ecommerce platform is a crucial decision that will shape your online business success. Whether you're building a B2B ecommerce website from scratch, opting for an off-the-shelf solution, or considering a hybrid approach, careful evaluation of key factors is essential. Let's explore these factors and offer actionable advice to guide your decision-making process.

Essential factors in B2B ecommerce platform selection

• Budget: Your budget will significantly influence your choice of B2B ecommerce platform. Building a custom B2B ecommerce website typically involves a higher upfront investment, while off-the-shelf B2B ecommerce platforms offer lower initial costs but ongoing subscription fees. The hybrid approach can provide a cost-effective middle ground.
• Technical expertise: Building a custom B2B ecommerce website demands in-house or outsourced technical expertise. Off-the-shelf and hybrid B2B ecommerce platforms are more accessible for businesses with limited technical resources.
• Time to market: If you need to launch your B2B ecommerce website quickly, off-the-shelf or hybrid platforms are the faster options. Building a B2B ecommerce website from scratch can take significantly longer.
• Customisation needs: Assess how much flexibility you require from your B2B ecommerce platform. Custom-built B2B ecommerce websites offer complete control, while hybrid platforms provide a balance between pre-built features and customisation. Off-the-shelf platforms typically have more limited customisation options.
• Scalability: Consider your future growth plans when choosing a B2B ecommerce platform. Choose a solution that can scale with your business, accommodating increased traffic, product offerings, and order volumes.
• Integration requirements: Evaluate your existing systems and identify any necessary integrations with your B2B ecommerce platform. Ensure the chosen solution supports seamless integration with your ERP, CRM, or other critical business tools.

Actionable advice to guide your B2B ecommerce platform choice

• Define your business goals: Clearly articulate your objectives for your B2B ecommerce website. Are you looking to expand your reach, streamline sales, improve customer experience, or all of the above?
• Assess your resources: Evaluate your budget, technical capabilities, and available timeline. Be realistic about what you can achieve in-house versus what might require external assistance when building or implementing your B2B ecommerce platform.
• Prioritise your needs: Identify your must-have features and functionalities for your B2B ecommerce website. Some businesses might require extensive customisation, while others can thrive with pre-built features.
• Research and compare B2B ecommerce platforms: Thoroughly research different B2B ecommerce solutions. Compare features, pricing, customisation options, and vendor support.
• Consider the long-term: Think beyond the initial launch. Choose a B2B ecommerce platform that aligns with your long-term vision and can adapt as your business grows.

Weighing pros and cons of different B2B ecommerce approaches

Each approach to building a B2B ecommerce website has its own set of advantages and disadvantages. Here's a quick recap:

• Building a custom B2B ecommerce website from scratch: Offers complete control and customisation but requires technical expertise and a longer development timeline.
• Off-the-shelf B2B ecommerce platforms: Provide faster time to market and lower upfront costs but might have limited customisation options.
• Hybrid B2B ecommerce solutions: Offer a balance between customisation and pre-built features, allowing you to tailor a solution while leveraging existing functionalities.

By carefully evaluating these factors and weighing the pros and cons of each approach, you can confidently select the B2B ecommerce platform that best positions your business for online success.

Section 6: Making the right choice for your business

Selecting the ideal B2B ecommerce platform involves more than just ticking boxes on a feature list. It's about finding a solution that truly aligns with your unique business needs, goals, and long-term vision.

Key takeaways for selecting your B2B ecommerce platform

• No one-size-fits-all: The perfect B2B ecommerce platform varies from business to business. What works for one might not work for another.
• Needs and goals first: Start by clearly defining your business objectives and requirements. What features are essential? What level of customisation do you need? How quickly do you need to launch?
• Consider your resources: Be realistic about your budget, technical capabilities, and timeline. This will help you narrow down your options and avoid overextending yourself.
• Think long-term: Your B2B ecommerce platform should support your growth and evolution. Choose a solution that's scalable and adaptable to future needs.

Guidance on choosing the right B2B ecommerce approach

• Building a custom B2B ecommerce website: If you have unique requirements, complex workflows, or a strong desire for complete control, building a custom B2B ecommerce website might be the right path for you. However, be prepared for a higher upfront investment and longer development time.
• Off-the-shelf B2B ecommerce platform: If you need to launch quickly, have a limited budget, or prefer a pre-built solution with essential features, an off-the-shelf B2B ecommerce platform can be a great option. Just be mindful of potential limitations in customisation and vendor lock-in.
• Customisable off-the-shelf B2B ecommerce platform: The hybrid approach strikes a balance between customisation and pre-built features. If you need some level of flexibility but don't want to build from scratch, a customisable off-the-shelf B2B ecommerce platform like Comgem could be the perfect fit.

The importance of an informed decision for your B2B ecommerce website

The B2B ecommerce platform you choose will significantly impact your online sales success. A well-informed decision can lead to:

• Increased reach and sales: Reach a wider audience and attract more customers with a user-friendly and feature-rich B2B ecommerce website.
• Improved efficiency: Streamline your sales process, automate tasks, and free up your team to focus on building relationships and closing deals.
• Enhanced customer experience: Provide your customers with a seamless and personalised buying experience, fostering loyalty and repeat business.
• Long-term growth: Choose a B2B ecommerce platform that can scale with your business, supporting your expansion and evolution for years to come.

Take the time to research, evaluate, and compare your options. By making an informed decision, you'll set your B2B business on the path to online success.

Conclusion

When it comes to B2B ecommerce, there's no single solution that fits every business. The ideal approach - whether it's building your own platform, opting for an off-the-shelf solution, or choosing a customisable platform - hinges on your specific needs, resources, and long-term goals.

Invest time in thorough research, carefully evaluate your requirements, and envision your future growth. The right B2B ecommerce platform can be a game-changer, enabling you to reach new markets, streamline operations, and achieve sustainable growth.

If you seek a flexible, scalable, and cost-effective solution that offers both pre-built features and customisation options, a customisable off-the-shelf B2B ecommerce platform like Comgem could be the perfect match.

Curious to see Comgem in action? Book a demo today and witness the potential of a tailored B2B ecommerce solution.

Remember, the success of your online B2B venture depends on choosing the right ecommerce platform. Make an informed choice, and position your business for a thriving digital future.