Inside Gildan’s Digital Transformation for B2B Ecommerce

Started in 1946 in Montreal, Canada as a children’s apparel manufacturing company, Gildan has gone on to become one of the world’s leading vertically-integrated manufacturers of apparel, socks and legwear.

Gildan is well-known for the high quality of its products but it is also known for its program for social, environmental, and governance (ESG). Because of its long history of ethical manufacturing practices and sustainable production, Gildan was named one the ” 100 Most Sustainable Companies” by The Wall Street Journal for 2020.

The company’s portfolio includes brands such as American Apparel, GOLDTOE and others. Gildan also has a Board of Decorators website. This is an inspiring community of decorators, created by and for decorators. Recently, Gildan combined six sites into one and launched wholesale website

We sat down with Kees Olthof (senior manager for consumer experience at Gildan) to learn more about the company’s ecommerce journey.

Interview Gildan on B2B Ecommerce Growth

How much is your business direct-to consumers (DTC) and business-to business (B2B), respectively?

Kees Olthof : “I would suggest that the majority of wholesale is B2B. DTC is for us a sales channel but it’s so much more. DTC allows us to interact directly with our customers, which allows us to be more customer-centric. The DTC websites allow us to have complete control over our brand and the customer experience.

What was it that motivated you to make the switch from paper to an online catalogue for wholesale?

KO “As a brand we realized that paper catalogues were an obsolete medium. They only allow us to interact with customers in one dimension. We realized that an online catalog could offer a richer and more interactive experience. This was what drove us to move from a printed catalog and go online. It was also part of our sustainability program because it has been a great way for us to save paper while continuing to reduce our carbon footprint.”

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What are you doing to grow your B2B ecommerce business and make the switch to BigCommerce?

KO “We’ve been in B2B ecommerce for more than 15 years. However, we used legacy systems that could only be accessed by very large clients. We were not able to use certain capabilities, and it was extremely expensive to maintain. It was not perfect, but it worked.

“We needed an ecommerce platform that met all our requirements when we compared different platforms. We needed to consider the following: culture fit, product roadmap, total costs of ownership, business requirements. Are we able to see ourselves working with this company for the long-term?

BigCommerce was a state of the art platform that could create a better customer experience and scale globally. That was crucial. The best part is the low cost. That’s why we switched from legacy systems to BigCommerce.

What features are necessary for product fit on an ecommerce platform B2B?

KO “In our case what we really appreciated is the API-first approach. BigCommerce was the core of our ecommerce system . However, it is not a one-size fits all solution. Your ability to seamlessly integrate with other solutions was a great asset.

Could you tell me more about your mobile app and the way you use it?

KO “The mobile app was originally designed to be an inventory finder. Although customers could search inventory online, it is much easier to use a mobile phone if they’re on the move or have someone at their store. The app will tell customers where the distributors are closest to them based on their location. They can then use the app from there to call, email, or request the product.

“Now, there are so many more things you can do with an application, we’re expanding its function to include a swatch scanning option. Customers can scan one of our swatch card with all the colors and fabrics using their smartphone’s camera and find out which styles are available.

“Previously, customers had to consult a table in order to determine the available colors. This feature is something that customers have requested for a long time and it’s one we are excited about.

How do you create a seamless customer experience with all of these sites?

KO. “Returning to your question, BigCommerce was chosen to be the foundation of our digital ecosystem. It houses our DTC retail websites, B2B brands sites, Board of Decorators website, and mobile app. These initiatives should not be separated, but have one experience. BigCommerce is that back-end.

BigCommerce stores all our product information. This means that customers can search on both the website and the mobile app the same way. It’s easier for our internal team to innovate and maintain with one platform that covers every channel.

“Basically, BigCommerce allows us to connect these initiatives in a way that we couldn’t before. No matter where you are on your customer journey, you’ll still receive the same seamless, smooth experience.

Are there any DTC best practices you would like to include on your wholesale B2B site?

KO “We are integrating social media onto the site, so that you can see user-generated content. Social proof is still relevant to B2B, taking a cue from consumer websites. Many DTC practices are beginning to gain acceptance in B2B. We believe there are many important lessons to be learned, even though not all DTC practices work the same.

“We also want to have more two-way conversations, which is something we can’t do in print. Customers can leave feedback via the website whenever they wish. In our FAQ section, for example, it asks if this question was helpful. “Yes or no?”

What advice or suggestions would you offer other B2B businesses going through a digital transformation process?

KO “I would tell any B2B company that when you move your business online, take advantage of the opportunity to be more data-driven. This is something that you can do online, but not offline.

Quantitative data refers to the “what” you can gain from your web analytics. The qualitative data, on the other hand is the “why” that you can get from your web analytics. This can be learned through onsite surveys and feedback. Next, shift your culture to open-mindedness and validate your assumptions.

“Also make sure everyone in your company has access to the wealth of data you collect through online interactions. This could be on your website, social channels, or mobile apps. These insights should be shared beyond your digital team to help you make business decisions.

“I believe that this is key for any manufacturer, because first-party information is something you don’t always possess without direct access to customers. These direct customer insights are crucial for any manufacturer in order to optimize processes and create better products.

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Are you ready to make the leap and sell online using a B2B eCommerce platform that will help you succeed? Check out . All the features necessary to simplify B2B selling will be found here.

B2B Sphere: Trust, Rewards, and Risk

B2B Sphere: Trust, Rewards, and Risk

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Isabel Montesdeoca VP, Group Director, and Ian Bruce Principal Analyst

Show notes:

Trust is often viewed in the context of the consumer — trust in brands, institutions, and the government. It is also crucial in the B2B space, where purchases can have major consequences. This week, Isabel Montesdeoca, Group Director and VP, and Ian Bruce (Principal Analyst) explain how trust works in B2B and what companies can do to improve it.

B2B buying relationships are different from consumer transactions in that trust is a key component. B2B buying relationships are based on a risk-reward calculation. The greater the reward or risk associated with a purchase decision, the more trust you have in that factor.

Montesdeoca states that the risk you are taking is not only for yourself but could also be mission-critical. This is a significant weight that must be considered. If you find a solution that increases your efficiency and competitiveness, that’s a huge reward for making the right decision.

B2B companies do not all build trust the same way. Certain aspects of trust are more crucial in certain industries or situations — for example, accountability might be important while empathy and transparency might be vital in others. It is possible to increase the trust level of your buyer by knowing which dimensions are most important.

These analysts will explain how to find these dimensions and use that insight to build trust. The analysts also discuss the many benefits of trust investing, such as higher buyer status and greater ability to rebound from mistakes. Listen to the episode for more information.

B2B Digital Advertising Optimization is Broken. Here’s how to fix it.

B2B Digital Advertising Optimization is Broken. Here’s how to fix it.

B2B paid media investments are affected when companies adopt a “more traffic, less money” optimization mentality. This is because traditional digital optimization starts and ends with two flawed assumptions: that advertising’s greatest and most effective use is inviting direct clicks and visits and that optimizing for clicks to visits and conversions at the lowest cost is the best way to maximize advertising ROI. It is impossible to be more wrong.

Traffic is a great goal for advertising. However, it’s important to avoid focusing too much on click-through rates and conversion rates in a paid media mix. Instead, focus should be placed on maximizing the efficacy, amplitude and value of traffic coming from multiple sources. To unlock the full potential of B2B digital advertising impressions, and the creative within them, it is important to shift the focus from click-through and conversion rate. Reaching and influencing the attitudes and behavior of targeted audiences and buying groups digitally wherever they are is key to unlocking their full potential.

These changes require a complete overhaul of the standard optimization approach. This is the right time to make these changes, since recent increases in advertising budgets have raised paid media governance to higher levels within many B2B organisations.

For evaluating the effectiveness and efficiency of paid media flights, organizations must adopt an audience-centric approach. Our new report, “Rethinking B2B digital advertising optimization” outlines this approach.

This report gives an overview of paid media maximization and recent benchmarks from Forrester’s advertising budget data. You can read the report and contact us to discuss paid media optimization for your company and how to show the value of your paid media efforts.


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B2B Companies Report on Results from Blogs, SEO and Social Media Strategies

Hubspot’s 2013 State of Inbound Marketing Report reveals that blogging can be a benefit to companies. A blog can increase a company’s visibility in market, promote products, generate leads, and establish industry expertise. Customers can also interact with brands through blogs. Social media and SEO are important avenues for lead generation. Here are some statistics from the report about the state of inbound market.

  • According to a survey, 62 percent will blog in 2013.
  • 82% of marketers who blog every day have a customer, compared to 57% of marketers who blog only monthly.
  • 79% of companies that have a blog report positive results inbound marketing this past year.
  • Last year, 43 percent of marketers found a new customer through company blogs.


    • 15% of marketers believe that SEO results in higher sales conversions than average.
    • 21 percent of marketers say that social media has become more important for their company in the last six months.
  • SEO and social media combined accounted for 23 percent of all inbound budget allocations 2013; SEO is a top source of lead generation with 25 percent finding that it has a lower cost per lead.
  • In 2013, 52 percent of all marketers generated a Facebook lead.
  • In 2013, 43 percent of marketers generated customers from LinkedIn.
  • 36% of marketers discovered a new customer through Twitter in the last year.
  • Google+ was used by 15% of marketers to source customers this year. Pinterest was used by 9 percent of marketers to source customers in 2013.

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  • 60% of companies have inbound marketing as part of their overall strategy.
  • Inbound marketing was implemented by 65 percent of B2B businesses in 2013, and 46 percent of B2C firms reported doing so in 2013.
  • 41% of marketers believe that inbound marketing has produced measurable ROI for them in 2013.
  • 41% of CMOs/CEOs reported that inbound generated the positive ROI desired last year.

The report concludes that inbound marketing strategies are increasingly being recognized by B2B businesses. HubSpot’s Fifth Annual State of Inbound Marketing Report examined data from over 3,300 participants from 128 countries. This included CEOs, marketers, and agencies.

25 International B2B Exchanges for Supply Chain Diversity

The coronavirus pandemic has disrupted supply chains, forcing retailers and sellers to find alternative product resources. International B2B exchanges have existed for ages. Some are for certain companies. Others are people, for many companies.

In a post many years ago, I explained 20 leading public worldwide B2B exchanges. That list has changed radically. What follows is an updated version.


25 Leading B2B Exchanges

ECPlaza launched in 1996 in South Korea. It now has approximately 1 million members, 4 million offers, and more than 40 product categories. Product prices aren’t shown but are available by calling the provider. Suppliers can register at no cost.

ECVV began in 2006. It’s 2.2 million buyers (mostly in Arabic countries) and 950,000 China-based suppliers. The website focuses on machines, equipment, hardware, building materials, lighting, transportation, electronic equipment, and appliances. Buyers and sellers can register at no cost.

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Fibre2Fashion is an India-based B2B market focused on the textile industry. It started in 2000. It has over 1,800 products in 13 categories with an electronic presence in over 190 nations. Registration is free.

Exporters India is a marketplace that connects buyers to producers, suppliers, exporters, wholesalers, traders, and service providers. The website receives roughly 600,000 sourcing asks monthly. Free registration.

Go4WorldBusiness is an India-based market that began in 1997. The website has 800,000 suppliers and manufacturers offering a huge number of product categories. Six-thousand daily queries are generated on the website between sellers and buyers. Suppliers may register for free.

Beldara supports wholesale trade across 40 product categories. It’s based in India, with millions of users from 127 nations. Suppliers register at no cost.

BaloTrade is a market with thousands of buyers and providers. It has offices in the U.K., U.S., and Nigeria. Suppliers may register for free. Most providers are from India, China, Nigeria, and the U.S.


Merchant Showroom is a worldwide wholesale market focusing on apparel, fashion accessories, wellness, beauty, and arts and crafts. The platform comprises original-manufacturer order facilitation, wholesale auctions, one-of-a-kind craft classes, approximately 100 integrated shipping companies, product comparisons, and a number of other features. Suppliers can register at no cost.

Alibaba is the world’s largest B2B market with countless millions of merchandise sold in 190 nations. The market allows sellers to enroll either as international sellers or China-only. Global vendors can create free listings of up to 50 products. This exchange has countless visitors and receives approximately 280,000 daily product queries.

Amazon Business has approximately $10 billion in yearly earnings. The market offers delayed payment provisions, tax-exempt buying, multiple payment procedures, and guided purchasing, among other useful features. Small companies can link to a Amazon Prime membership to the consumer website to allow benefits. Suppliers can register at no cost. has over 500,000 providers and countless monthly buyers. Thomas Register has been helping companies for more than a hundred years. The internet exchange includes many tools that help with product sourcing and discovery. Suppliers can list their company at no cost.

EC21 began in South Korea in 1997. It currently operates globally, with more than 2 million suppliers, 7 million goods, and 3.5 million buyers. The exchange makes it possible for suppliers to register free of charge and provides them with a home page which may add up to 15 products.

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IndiaMart is India’s largest B2B exchange. The site has approximately 98 million buyers, 5.9 million providers, and 66 million products. Sellers may register for free. The website provides instant pay, leads from buyers, 24/7 customer support, among other useful features.

EWorldTrade is a B2B market with approximately 500,000 registered members from 200 nations. It transacts products in approximately 40 categories. The website is available in English and Chinese. Free sign up for providers

TradeIndia started in 1996 and today has almost 80 million registered buyers and sellers across 2,200 merchandise categories. The website processes roughly 2.5 million per week interactions. Suppliers may register for free, listing up to 50 products, and get digital marketing aid.

DHgate is a China-based B2B market with approximately 2.2 million worldwide sellers, 26 million buyers, and 22 million product listings. The Website supports multiple languages — English, French, German, Italian, Portuguese, Russian, Arabic, Korean, Turkish, and Spanish. Suppliers may register for free. DHgate integrates with Shopify websites.

FGmarket Vendors launched in 2003 for retail store owners to contact suppliers and wholesalers. Normally, buyers implement 20,000 daily searches searching for products. Providers pay $449.99 annually to record their goods.

FGmarket Vendors

Wholesale Central is a directory of wholesale-only providers. Roughly 1.7 million buyers utilize Wholesale Central every year. Providers pay $399 for six months.

Joor is a retail-focused exchange situated in 2010. Its principal focus is on fashion, beauty, and home. The website works with over 200,000 retailers and 8,600 brands across 144 nations. Joor is based in New York with offices in Paris, Milan, London, and Los Angeles. Interested brands may apply online.

GlobalSources facilitates trade between buyers and suppliers using events and an internet marketplace. The website has over 1.5 million worldwide buyers, including leading retailers. Suppliers may register for free and record up to 100 products.

OFweek is a China-based exchange centered on the high-tech business. It is made up of 25 sites for product categories like (net of things) and (medical devices). Suppliers may register for free. Buyers can complete an online sourcing form to get the ideal products.

TradeKey is an electronics-focused B2B market that started in 2006. It has operations worldwide and supports multiple languages — Russian, Arabic, Japanese, Chinese, Spanish, and English. Providers register for free.


Made-in-China started in 1998 to give China-based product and supplier information to 10.3 million global buyers. It offers products in 27 classes and supports 11 languages. Suppliers may register for free.

Zoodel enables B2B transactions in Kazakhstan, Lebanon, Iran, China, Afghanistan, Iraq, Oman, Turkey, Armenia, Azerbaijan, Georgia, Kyrgyzstan, Pakistan, Russia, Tajikistan, Turkmenistan, and Uzbekistan. The site supports English, Russian, Chinese, Arabic, Persian, and Turkish languages and contains approximately 22,000 providers and 100,000 buyers. Suppliers may register for free and import their entire catalog.

MakersRow helps small businesses identify producers. The site has approximately 10,000 manufacturers that have generated 2 million products. Manufacturers may register for free for a basic account. Buyers have to register and pay $35 per month.

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5 Payment Choices in B2B Ecommerce

Many B2B merchants have averted ecommerce since they believe their customers won’t do business in that fashion. Merchants frequently have concerns about payments, as B2B clients pay in various ways and merchants don’t know how to handle that online.

In this guide, I will address how B2B merchants have solved online payment challenges.

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Pay by Purchase Order

It’s relatively common for business customers to”pay” via a purchase order. The challenge for the vendor is to have precautions in place to make sure that only approved clients can use purchase orders, for preset credit limitations. There are ways to make this work.

First, require potential customers to complete an application that is reviewed by your client service team. Merchants sometimes enable the prospects to place orders via credit card prior to their application is reviewed.

Then enable approved companies to place orders via purchase order. Do this by logging in to your ecommerce platform and indicate that approval as well as the credit limit. Instead, send the approval and charge amount to your ecommerce platform through an integration with your accounting or backend software. That integration can permit the ecommerce platform to monitor offline orders and factor those into the available credit balance.

Online Credit Management

For clients with extended payment terms, you can consider online credit management solutions, for example Apruve. This enables real-time charge approval for new clients and the merchant is paid within one day of a dispatch, minus funding fees.

This may help customers, also, as it allows multiple buyers in their business to place orders, which are then lumped into one invoice that’s due on the 15th of the next month, or whatever payment terms are agreed to with the credit management support.

Thus an internet credit management service can simplify your customer’s experience, and enable your company to get paid quicker.

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Procurement Punchout

Business clients typically have a purchasing department and might use software as a component of the purchasing workflow. You can make it easier to buy from you by incorporating your ecommerce website with their procurement program. This is referred to as a procurement punchout.

For sellers, there are two general approaches for this: Integrate with every different procurement applications — such as Ariba, SciQuest, Coupa, SAP, Oracle — or incorporate with a facilitator, such as PunchOut2Go, which offers a single integration point and lets you provide a punchout to over 60 procurement software applications. (My firm, I must add, is a reseller of Punchout2Go.)

With a punchout, your buyer can begin on your website and fill up his shopping cart. Once he’s prepared to place the order, he can”punch out” and send the information from the cart into his procurement system. The punchout solution can end there, or it may continue so that if the buying department approves the order, the purchase order is electronically sent back to your ecommerce website. An extra integration could electronically send your invoice to buyer’s system after the order has shipped.

In my experience, some company buyers require their providers to provide punchouts. Beyond this, some B2B sellers provide punchout solutions to lure larger customers or new customer segments.

ACH, e-Check

ACH and e-check payments are electronically withdrawn from the purchaser’s checking account, moved over an ACH system, and deposited into the seller’s checking account. You may configure your ecommerce platform to permit customers to pay via e-check or ACH. If you go this route, be sure that the cash is instantly available, without recourse, before sending the order.

Credit Cards

In B2B ecommerce, the usage of credit cards may be complicated. The most frequent subject of complexity occurs when the order costs are greater than what was approved during checkout. This is common in B2B, when shipping fees are unknown in checkout, and if clients can edit orders once they are submitted.

In both these cases, merchants normally involve a programmer. The customizations include making additional API calls to the credit card gateway for additional authorizations from the client’s credit card.

Regardless, be certain you use a chip that will store the credit card information with no residing on your system. This is essential for safety, and liability.

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How to Integrate B2B Ecommerce with ERP Systems

Adding a B2B company’s ecommerce website using internal systems can streamline operations and simplify customers’ buying experiences. Integrations offer substantial benefits, but they’re often tough to get right.

Among the most frequent B2B data integrations joins a provider’s ecommerce purpose to its ERP applications –“enterprise resource planning,” the main operations system, such as manufacturing, fulfillment, shipping, customer information, and accounting.

In this guide, I will review four tips to safeguard your ERP integration — or another B2B ecommerce integration — is a success.

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1. Define Information to be Integrated

It’s important to understand what information to include in the integration, what the origin of the data is, where it’ll be sent to, and how frequently it’ll be updated.

Here’s a list of shared data integration factors. You may decide to incorporate some of them initially and add others over time.

  • Online orders: Ecommerce to ERP. As transactions are placed via your ecommerce website, this integration will bring the order into your ERP system. This is the most common integration point and will let you fulfill orders better. This integration typically includes customer data from the arrangement, the particular items which were ordered, and the delivery process.
  • Offline orders: ERP to ecommerce. This integration enables customers to find orders they put outside of the ecommerce website. This can be left out of first integration projects, and typically falls from the nice-to-have versus must-have group. But it’s a fantastic way to build a connection with your B2B customer.
  • Product data: ERP to ecommerce. Merchandise data integrations can permit you to show on an ecommerce website what goods are in stock and how quickly they would ship. It can display a general price for goods, product weight, and other attribute data, such as colour and dimensions.
  • Client data: ERP to ecommerce. Integrating customer data may consist of contract pricing, allowing buyers to buy at their particular price. Customers might have products that aren’t readily available to the general public. They may desire to place orders through purchase order, or even on a credit hold (that can be handled via an integration).
  • Shipping and tracking information. The delivery date, the carrier, method, and tracking number can be incorporated to permit clients to know when to expect their purchase.

Added B2B integration issues can include:

  • Backorders;
  • Editing an order after it had been set;
  • Multiple warehouses.

These extra items should be planned for in the integration requirements.

On occasion, companies will use performance from the ERP for ecommerce — such as calculating shipping costs and sales tax. Retrieving ERP data in real time is more process intensive, and it’s risks. It can bring about page load times from the ecommerce voucher to be slow as calls are made to the ERP server. Furthermore, if the ERP server goes , or communicating with the ERP software is disrupted, users can’t complete their purchase.

2. Map Client Registration Workflow

In the realm of B2B, a client’s registration is often crucial. Data integrations can impact the registration procedure. Prior to some integration, map out the enrollment workflow for a new client, one who hasn’t placed an order on the internet.

Consider these questions.

  • When a buyer comes to your ecommerce website and has never purchased online but her firm purchases offline, how can you connect this individual to her offline account? Will she be able to place an order instantly?
  • When a buyer comes to your website from a totally new firm — one that hasn’t ordered offline or online — what is essential to create an account? Will he be able to order instantly?

You may allow buyers to use information they understand — such as their account number and billing zip code — to connect to their offline account. Or you may take a customer service representative to approve the purchaser’s account request. Regardless, to acquire the maximum orders, make the procedure as straightforward as possible for the buyer.

3. Build a Data Migration Plan

Oftentimes, for new integrations there are first, necessary, one-time data-migration measures.

Examples include:

  • Loading product data, ensuring that all goods on the ecommerce website have a legitimate SKU that matches with the ERP;
  • Migrating users from a previous ecommerce site, if the integration has been completed at the exact same time for a re-platform;
  • Mapping existing ecommerce users to ERP accounts.

List the first data to be migrated and create a strategy for when and how it’s going to be done.

4. Plan for Failure

However well you plan, sometimes data doesn’t reach its destination properly. A well-designed integration addresses the danger of failure.

How will the ecommerce website operate if the ERP system goes down for a long period? If it does return, can the website run independently for 24 hours, then information is updated when the ERP system comes back online?

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Imagine if the ERP system is up and running but, say, a delivery tracking number isn’t in the ecommerce database? How are you going to troubleshoot what went wrong? An event log may review mistakes, to monitor possible troubles. You might choose to set up alerts to email certain individuals for a certain kind of error.

Integration Success

With clarity around your integration requirements, the client enrollment workflow, your data migration program, and how you are going to troubleshoot and manage system downtime, you’ve got the foundational components for a successful data integration to your B2B ecommerce website.

Using Website Search to Boost B2B Revenue

If you help ecommerce shoppers quickly find what they’re searching for, you will probably sell more. To accomplish this, take a look at your website’s navigation in addition to its search function. In this guide, I will discuss challenges for B2B website search — and how to conquer them.

Challenges for B2B Website Search

An optimized website search is valuable for B2C and B2B ecommerce websites. But B2B sites frequently have unique challenges when it comes to search. Below are a few of the most frequent.

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  • Part number searches. In B2B, shoppers hunt from the part number they use to refer to a product. Sometimes, they may search by a partial part number, or the part number can have a hyphen in it. Moreover, there may be more than 1 part number for the exact same product. Part numbers can be problematic for search platforms.
  • Similar goods. Many B2B companies have several products that are extremely similar. They’re represented by exactly the exact same photo and, possibly, the identical description. There might be 100 SKUs that seem exactly the same but are different in size, strength, and other features. This can make it difficult for shoppers to find the appropriate thing in a search.
  • No pricing or add-to-cart on search results. B2B companies often provide customized pricing by customer. Thus, a business may not list prices in search results and might exclude an add-to-cart button at the results. This slows down purchases.

Reviewing Your Website Search

A fantastic way to examine your site search would be to set up Google Analytics search monitoring. To do this, first determine the query parameter for your search. In the case below, the query parameter is”q” in 1 case and”key word” in another.

The search parameter for is “q”.

For, the search parameter is”key word”.

Then, in Google Analytics, go to Admin > View Settings. Set”Website search Tracking” to”On” and enter your query parameter.

In Google Analytics, so to Admin > View Settings. Set”Website search Tracking” to”On” and enter your query parameter.

This will allow you to view:

  • How a lot of your site visitors use your website search;
  • The conversion rate of people using your search and people who don’t;
  • The most-searched keywords.

In my experience, visitors using search have a higher conversion rate. Assessing this metric before and after you make changes to your search can allow you to understand their impact.

After enabling search monitoring in Google Analytics, let a week go by and see the most frequent search terms. Now try those searches yourself. How do they look? Do you get the right product as the top search result?

Optimizing Your Website Search

Here are three ways to get the maximum from your site search.

  • Promoting specific products for top searches. Once you’ve used Google Analytics to identify your best searches, identify the goods that you would like to appear for those searches. Manually override the search results if needed. This could take a programmer’s assistance.
  • Boost your search-results page with a focus on conversion. Consider a usability consultant for recommendations. Otherwise, compare your search results pages to big retailers such as Amazon and Office Depot. Boost your product images. If possible, provide pricing and an add-to-cart button. Include product reviews for social proof.
  • Ensure part numbers yield the right results. As I mentioned above, B2B ecommerce shoppers frequently search on part numbers. Test part numbers and partial amounts based on what you see folks looking for in Google Analytics. If these are not returning the right results, speak with your developer.

Adding Functionality to Drive Revenue

To drive more revenue from the website search, consider these developments.

  • Use faceted search. This is typically a list of filters on the remaining search-results page which enable visitors to refine the search results by specific attributes. This can be particularly beneficial for B2B shoppers, to help them find the ideal products.’s aspect search, on the left, includes”Categories,””Brand,” and”Price.”

Having great faceted search requires data for each the features to filter on. This frequently entails a review of product information and a solution to easily maintain data, like integrating with product data management (PIM) software.

  • Identify misspellings and direct users to planned products. Typos are common, particularly when users are on smartphones. Identify misspellings in search phrases, and then immediately direct users to what they’re searching for.

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In this case from,”lsr newspaper” has been corrected, to exhibit”laser paper,” the correct spelling.

  • Offer automobile suggest. This is a feature where a drop-down box appears as a user types search phrases. From the drop-down box are suggestions for the consumer could be searching for based on shared searches, your website data, and, possibly, data on that user.

Looking for”notebook power” in activates automatic suggestions:”notebook power cord” and”notebook power adaptor.”

Constructed Search or Third Party?

A few of the improvements listed above you can likely make, with the support of a programmer, to your current ecommerce platform. Otherwise, consider a third-party search vendor — SearchSpring, Nextopia, Monetate, SLI Systems, to name a few — to implement the improvements.

Site-search vendors typically have a data feed from your site and use it to build search results with the attributes that I’ve outlined in this report. In my experience, prices vary from $500 to $5,000 a month. The vendors can usually track conversions from their website search, and thereby gauge the return on your investment. The platforms also provide management and analytics tools that allow you to have greater visibility and control over what your customers will see.

Getting Started

Don’t let all the possible improvements overwhelm you. Begin by setting up site-search monitoring in Google Analytics. Look at how common site searches are doing, and choose which new features will generate the best return. Implement those features and gauge the impact. Continuous improvement is the name of this game.

What if B2B manufacturers anticipate going into 2021?

According to Gartner, by 2024, 15 percent of B2B organizations will use digital commerce platforms to support both their customers and sales reps in all sales activities. In this guide, we’ll discuss why this transition is happening and what the consequences are for B2B branded producers.

The tendency is explained by Millennials replacing Baby Boomer as the key buyers in many B2B businesses. Needless to say, this won’t happen immediately, but the change is inevitable. The importance of this change comes in the fact that both of these generations have quite different buying habits regarding applications solutions. Millennials have a tendency to rely on relational stations — with their social networks of friends and business contacts. Baby Boomers are more likely to rely on customer reviews and third party input.

  • Nearly 60 percent of Millennials are more inclined to participate with sales long after doing preliminary study and defining a set of solutions to evaluate. Meanwhile, Baby Boomers are more likely to engage a salesperson early in the procedure.
  • 44 percent of Millennials favor no sales rep interaction when interacting with the vendor.
  • 80 percent of Millennial buyers say that they expect personalized involvement from the vendors they buy from.
  • Boomers are 17 percent more likely than Millennials to favor RFP stations and are less likely to select digital stations and eProcurement systems.

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In addition to the changes in buyer personas, the worldwide pandemic has had a substantial effect. It has dramatically reduced if not removed facial interaction from the purchasing procedure. B2B purchasing process is rapidly digitizing and getting omnichannel:

  • 61 percent of all B2B transactions start online
  • 73 percent of buyers generally use digital stations.
  • Multi-channel clients are 25 percent more profitable than human-only interactions.

What does it imply for B2B manufacturers?

To achieve sustainable business growth in this environment, B2B producers need to change their company to address the requirements of their new audience in the new circumstances:

  • Single commerce engine to support both online station and area sales
  • Allow buyers to jump between multiple digital and conventional touchpoints during the complex buying process as part of a continuous journey.
  • Provide buyers with end-to-end purchase visibility from purchase to shipping to make certain they have a clear view of the buying process, particularly for mission-critical services and products.
  • Deliver personalized experiences across large complex organizations, including customized products, services, and pricing.
  • Support new electronic touchpoints such as chatbots and augmented reality to deal with digitally savvy Millennial audience requirements.

For many B2B makers, these business requirements are out of reach. With the majority of sales historically going through sales agents, their trade capabilities are non-existent or rudimentary at best. Even in situations when they exist, often they’re completely disconnected from the resources the area sales usage, such as CPQ, making the omnichannel journey impossible.

B2B manufacturers must change to modernize their electronic commerce solution or implement a new one from scratch to conquer these challenges.

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Digital commerce requirements

Most conventional B2C commerce solutions aren’t a great fit to support the intricate B2B buying process. The B2B manufacturers should look for a solution that addresses the following requirements:

CPQ Integration or CPQ Capabilities. Revenue personnel typically use CPQ to make orders, and the experience is extremely different from the web site experience. Because of this, a trade solution needs to integrate with a CPQ application and supply all essential CPQ capacities that an arrangement capture UI can be built on top of it. For the former, the trade platform should have a thorough integration framework, while for the latter, it ought to get APIs using that an order capture UI can be constructed.

Sophisticated Account Structure. Selling to large organizations often requires selling to buyers in numerous sections across different affiliates. This needs a trade solution allowing to configure and manage complex enterprise accounts with multiple users.

Personalized pricing. In the B2B world, prices are usually unique with customized offerings, pricing, and discounts. To deal with this need, trade solution must support individualized pricing and product variety on a per-account foundation and deal-specific discounts.

API-first approach. With the greater complexity of a B2B purchasing process, customers will probably move back and forth between different touchpoints. This necessitates commerce solution to possess well-defined and well-documented APIs.

Reference Applications. A B2B manufacturer often has no expertise with new digital touchpoints like Augmented Reality and chatbot. A library of ready-to-go applications allows to simplify development and accelerate speed to market for new touchpoints.

How adding solutions to your goods can propel your organization growth?

Convenience has been a key driver of their success for many brands which have survived throughout the COVID-19 pandemic. And though it can feel like we’re slowly coming to the conclusion of the unprecedented times, consumer purchasing behaviour is permanently altered, and will in turn, influence the success of many companies for many years to come.

As Gartner intends to prepare application leaders to the accelerated shift towards electronic, they forecast that,”By 2024, major trade organizations will generate 10 percent of online revenue from services connected to physical goods .”

By providing the convenience and Additional consumer experience, of coupling analog products with brands, services will become more appealing to the biggest generation with the highest spending power: the millennials

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The millennials are on peak of the food chain when it comes to trade, and they’re craving personalized, cost efficient, and time saving ways to progressively consume products and services on the internet. While it is widely considered that price is the dominating factor behind many purchases, it has been discovered that:

  • Approximately, 97 percent of customers say they’ve backed out of making a purchase due to inconvenience.
  • 56 percent of millennials rate convenience tremendously when shopping online.
  • 52 percent of customers say over half of the purchases are affected by convenience.

With so many choices on the internet, and more time available to shop around and appraise, merchants will need to find ways to stay competitive where convenience is considered. To cater to better client experience, convenience, and value-add capacities, Gartner has suggested the inclusion of solutions to physical products such as:

  • Subscriptions
  • Auto replenishment
  • Predictive maintenance
  • Marketplace surgeries
  • Payment providers

We feel that with the inclusion of such solutions, we can expect to find a higher retention rate of customers along with higher possibility of constant recurring revenue.

What leads us to believe this prediction will hold true?


Subscription based models are in the middle of recurring revenue in eCommerce. With the emphasis on customer retention, as opposed to customer acquisition, merchants have a greater likelihood of keeping the loyalty of current customers. It’s been said that while the likelihood of selling to another client is between 5% and 10%, the likelihood of selling to an existing client is between 60% and 70% (Marketing Metrics).

And what keeps the customers loyal you may ask? The advantages of budgeting and convenience. The subscription model provides a reduced effort situation where customers can”set it, and forget it” while also having the ability to track their expenditure.

At exactly the exact same time, merchants also benefit from the ability to create more data driven decisions and create more cross selling and advertising opportunities. While many organizations have started to deploy subscription versions, the market keeps growing exponentially and can nevertheless be infiltrated.

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  • The eCommerce subscription market has increased by 100 percent every year from 2013 to 2018 (McKinsey)
  • The biggest businesses in the subscription eCommerce marketplace have risen from $57 million in sales in 2011 to 7.5 billion in earnings. (McKinsey)

If carefully thought out, this may be a feasible choice for many companies as the barriers to entry remain fairly low for the time being.

Auto Replenishment and Predictive Maintenance

Auto replenishment and predictive maintenance are a huge time saver during COVID-19. What once began as an intrusive idea, when Amazon started their”Dash Buttons” that could auto replenish certain things when they were running low, has become a convenience that customers crave essentials, like groceries.

Based on Oracle’s Consumer Behavior report in 2017, 48 percent of people would love to be able to automobile replenish frequently bought items. Companies like Peet’s Coffee and Ziploc have seen 50 percent of their sales from incorporated Dash buttons, while Cotonelle reported that they even doubled their share of wallet in 2018 because of auto-replenishment. The addition of these services eliminates the inconvenience of customers encountering out-of-stock situations, while merchants have the ability to maximize their efficiency by matching customer requirements.

Marketplace Operations

When we consider marketplaces, the first ones that come to mind are market giants such as Amazon, Walmart and Alibaba. However, because barriers to entry have started to diminish, it’s made it much easier and affordable for merchants to have a part of the revenue pie – and this is 1 slice you do not want to overlook. In accordance with this 2019 UPS Pulse of the Online Shopper study:

  • 96 percent of online shoppers have used a market
  • 38 percent of shoppers see a market from once a week to multiple times per day
  • 38 percent of shoppers begin their online research on a market more than any other station
  • 48 percent of spontaneous shoppers store on marketplaces

You may question if creating a market that shows other brands is helpful for your business. However, in fact, you might in fact be losing out on potential revenue by not considering the alternative. The fact of the matter is, consumers want to get the best bang for their buck, and they do this through research and comparisons. Generally, consumers spend 79 days gathering information prior to making a purchase and what better place for them to perform this study than on a market.

As a merchant, you need to be where customers are spending their time, and why not be the chief that customers flock to for advice. Even if your product isn’t chosen at checkout, you’d have created a platform that’s generating revenue with every transaction, without the overwhelming lack of cost and development time to make a product.

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Payment Services

Finally, as the market shifts away from money and strip cards, towards contactless payments and electronic wallets, convenience increases while market times decrease for customers. But though these choices bring ease of use and speed to the table, there’s still some skepticism about safety from older generations. In terms of millennials and Gen Z’s, their relaxation in technology have made these solutions critical when making a purchase. According to report,”Emerging Trends In the Point of Sale,” by FreedomPay and Ingenico Group:

  • Approximately 75 percent of millennials were happy with contactless payments
  • Almost 75 percent of GenZ were happy with contactless payments and declared it a”must have”
  • 85 percent of millennials and 84 percent of Gen Z believe contactless payment protected.

With an array of payment solutions can be an integral strategy for reducing abandoned carts and maximizing revenue. Providing a favorite method of payment to customers will be just as important as supplying products. This reduces the friction at the conclusion of a customer purchasing ring, which in turn will assist with leaving a positive impression and fostering customer retention. There has also been positive correlation between higher transactions and extra digital payment services. According to this 2019 UPS Pulse of the Online Shopper, normally, shoppers who use digital wallets even spend $62 more each transaction. Along with higher earning potentials, it’s of my view that the companies which will be prosperous in the future are ones which decrease the frustration of the checkout procedure and cater to the shopper with all the options of payment solutions.

Key Takeaways

  • Millennials and Gen Z have the maximum spending power and appealing to their needs is critical for the success of your enterprise.
  • Convenience and client experience are the key deciding factors when making a purchase.
  • The subscription market is supposed to increase at a rate of 68 percent from 2019-2025 reaching $478.2 billion. With barriers to entry being an all-time low at this time, brands should grab the chance to develop this support.
  • Automobile replenishment and predictive maintenance services will be crucial for frequently bought items, in order to”set it, and forget it”
  • Marketplaces will offer a new avenue for revenue that does not need developmental cost and time for producing products and fulfilling demand
  • Payment solutions is the final step of the buying process that could determine whether a customer completes a purchase.

As you assess adding services such as these, it is very important that you also look at the eCommerce software you decide to support it. As we move to our post COVID-19 planet, you may wish to move and adapt quickly to keep up with your clients. Using a Composable Commerce approach, it’s a lot easier for your staff to move quickly and incorporate all the features you want to design and optimize your distinguished commerce experiences.

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