Why Hybrid Ecommerce Platforms Are The Future

We have previously discussed disruption on this blog and referred to hybrid ecommerce in all but name. With more B2B brands moving into B2C and vice versa, now is a good time to talk about hybrid options and their long-term benefits. One of the best places to start is with the limitations of ‘one size fits all’ solutions. If you have taken a look at the current out of box website platforms, you will probably know what we mean.

Running a business with more than one target audience or offer requires either two separate ecommerce platforms or a powerful hybrid alternative. The most cost-effective and simple way to run both revenue streams simultaneously is with hybrid. It will centralise order management and admin tasks while keeping what your customers see limited to their type - either B2B or B2C. It will provide outwardly different solutions to different audiences while allowing you to run everything from a single login.

Hybrid ecommerce benefits

“Hybrid ecommerce benefits include better inventory management, better customer relationship tools and better order processing,” said Dani Attard, of ecommerce platform developer Comgem. “With more businesses looking to sell in both B2B and B2C, the shift is likely to be away from big name out of the box providers who cannot accommodate both with a single solution. What brands are looking for is a simpler way to target both audiences at the same time, while ensuring what those audiences see is relevant to their ‘type’ as an existing or potential customer.”

While both markets demand outstanding user experiences, the B2B buyer is likely to require more complicated solutions. Dani says, having a hybrid ecommerce platform takes care of both customer journeys and complex products. She points out: “With hybrid you can separate your content and prices so the relevant audience is engaged. You can offer order pads for regular customers to help save them time and manage purchase orders without logging into a separate platform.”

Integrations and hybrid ecommerce platforms

One of the biggest advantages of hybrid ecommerce platforms is that they will integrates with suppliers and legacy software. They also offer customers more ways to pay, including on account, and make marketing really easy with customer segmentation. For brands offering both B2B and B2C, a hybrid website can provide everything from gated content to personalised themes.

Not convinced? Discover the future of hybrid ecommerce with this free demo.