Why B2B Omnichannel Commerce is Right for You

Operating a successful and profitable B2B business can be a challenge given its amorphous target audience. Overcome this challenge as you start the business by defining your target audience and refining this to what will be your niche. Once past this stage, you can then embark on developing your marketing strategy to harness this audience segment.

B2B Omnichannel Commerce is perfect for you because the-commerce platform has opened many possibilities for vibrant online business beside the conventional store. To stake your claim across these market platforms, consider an omnichannel marketing strategy for extended audience reach.

Powerful B2B Omnichannel Commerce

For B2B marketing to succeed, you need as many touchpoints as possible and to integrate these seamlessly one to the other to create a better customer experience.

1. Creating an omnichannel strategy

Businesses start as single channels as a matter of necessity and then gradually grow to multichannel and eventually omnichannel. Creating a successful omnichannel strategy is a gradual process that takes a lot of thought, effort, time, and resources. However, if executed perfectly at the end of the process, you will find it worth the effort and investment.


To create a successful channel strategy, you start by knowing your customers from actual research data and not general assumptions. From this data, you will know the right channels that will work for them then assign these channels to specific functions.

Finally, you have to connect the channels and install the right technology to help you provide the customer with enhanced experience as you prompt them to buy.

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2. Optimizing the buyer journey

As observed, today’s business is transacted on multiple platforms and every business wants to have a presence in all for maximum advantage.


However, scattering your brand all over the place with no connection between channels can diminish the brand value. If harmony lacks between channels, customers cannot enjoy the desired customer experience and the business suffers from dropped leads.

Incorporating omnichannel in your marketing strategy will bring harmony and enhance the customer experience. Fulfilling customer experience means more conversions and increased revenue. The approach also serves the marketing team well by centralizing operations for easier management, resource allocation, and decision making for prompt action.

3. Integration of data and communication analytics

With multiple channels, comes an equal number of information streams that require analysis. The data collected from across the omnichannel network forms the basis for your marketing strategy. Data on consumer behavior and buying traits is key to providing commensurate customer experience across your networks.

Installing cutting-edge technology on your omnichannel platform can help in processing, quantifying, and interpreting the data to improve service delivery.

With the right analytics, you can also review the communication you sent to customers to match their needs. The marketing team can also preempt customer needs using these analytics to increase sales through targeted marketing.

4. Improved service delivery

The centralized omnichannel platform bringing together all channels is ideal for business management and increases efficiency. It does not matter that a customer is transacting online or at the physical store, the quality of experience is the same.

This gives the customer options when considering shopping to transact on a channel most convenient to him or her and still get the same service and product quality.

Omnichannel also provides the retailer with a central database for products, prices, offers, and promotions for easier management. With this seamless setup, the retailer can uniformly respond to customer needs across the channels promptly and efficiently.

5. Providing expanded market with higher margins

The traditional physical store restricts market expansion to the geographical area in which it is located. However, with multiple channels online, a retailer gains a wider audience that is only limited by its capacity to deliver purchases across borders.

With an advanced online sales structure, there is minimal need for multiple discounting as the larger customer base ensures faster stock movement. Properly managed, omnichannel commerce has higher margins and sales turnover, especially for B2B businesses.

6. A transparent inventory management

For businesses supplying global, a seamless supply chain management is vital to controlling operating costs. There will be times when certain items will be in some stores and not the other where an order is placed.

With a transparent inventory system, the salesperson can locate a sister store closest to the customer and ship the purchase from there rather than ordering from headquarters, possibly located in another country.

This seamless stock movement helps minimize the cost of doing business while at the same time fulfilling customer experience. It also makes it easy for headquarters to keep track of stocks replenishing on time.


B2B Omnichannel Commerce is what you need to grow your businesses. The emergence of e-commerce seems to be fast-tracking the adoption of omnichannel marketing strategy for B2B companies and business in general. Even at this nascent stage, the benefits of omnichannel marketing are self-evident with increased sales through social media platforms and influencers.

Author Bio:

Ashley Simmons is a professional journalist and editor working for a leading newspaper in Salt Lake City for four years. She is also an experienced assignment writer in the academic field and her thesis, dissertation and coursework assistance to students has meant great success for them. Her ability to research complex topic areas and flawless writing makes her one of the best in the industry. 

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