B2B Ecommerce Strategies for Amazon, Alibaba and Others
The consumerization of B2B buying is blurring the distinction between what percentage of marketplace sales are B2B vs. B2C. More than three-fourths of US B2B procurement officers started their product searches on Amazon or Google, according to March 2018 research from Avionos. Only 15% went directly to the supplier’s website, while a mere 6% started with a traditional catalog.
“Procurement managers now have the entire internet to search for cost,” said Robin Kamen, a senior consultant at ecommerce advisory firm FitForCommerce. In the past, B2B buyers relied on traditional distributors like Grainger or their direct suppliers to buy what they needed, but now marketplaces, that sometimes serve as a one-stop shop, are getting buyer attention.