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7 thách thức thương mại điện tử B2B phổ biến nhất

Thương mại điện tử B2B ngày càng phát triển tuy nhiên với một mô hình kinh doanh tiềm năng như này thì yếu tố cạnh tranh lại càng tăng cao. Hãy cùng xem xét những gì đã thay đổi trong thập kỷ qua trong thương mại điện tử B2B và những thách thức mà người bán vẫn phải đối mặt .

Người mua B2B hiện đại

Người mua B2B ngày nay ngày càng hiểu biết về công nghệ - 61% tất cả các giao dịch đều sử dụng đến internet
Trên thực tế, người mua muốn được trao quyền để tự mình thực hiện càng nhiều quy trình càng tốt. Theo một báo cáo từ Accenture, hầu hết người mua đã trải qua khoảng 57% quá trình mua hàng vào thời điểm họ nói chuyện với đại diện.
Rằng họ sẵn sàng gánh vác rất nhiều nghiên cứu đó là một điều tốt, vì cùng một báo cáo lưu ý rằng người mua ngày nay thận trọng hơn - hơn 90% những người ra quyết định không bao giờ phản ứng với sự tiếp cận lạnh lùng.
Nhưng người mua cũng ngày càng khắt khe hơn, với những kỳ vọng bị ảnh hưởng nhiều bởi trải nghiệm mua hàng cá nhân của họ. Nhờ các trang web như Amazon, khách hàng mong đợi thời gian tải trang nhanh, tìm kiếm tại chỗ hiệu quả, dễ sử dụng, điều hướng trực quan, hình ảnh và mô tả chi tiết về sản phẩm, các tùy chọn tự phục vụ và thanh toán nhanh chóng.
Thương mại điện tử B2B đã tụt hậu so với các đối tác B2C về khả năng mang lại trải nghiệm khách hàng tích cực, toàn diện.
Khi đó thách thức chính của thương mại điện tử B2B là cung cấp một trang web thương mại điện tử đẹp, dễ sử dụng, cũng hỗ trợ các quy trình kinh doanh phức tạp như định giá theo hợp đồng dành riêng cho khách hàng, danh mục tùy chỉnh, phê duyệt mua hàng, thanh toán theo điều khoản tín dụng và các doanh nghiệp cụ thể khác các loại, đặt hàng lại dễ dàng, phương thức giao và nhận hàng cũng như số hóa các quy trình ngoại tuyến truyền thống khác.


Thách thức thương mại điện tử B2B

Người mua B2B của bạn muốn có trải nghiệm giống như người mua hàng B2C: hiệu quả và dễ sử dụng. Nhưng họ có những nhu cầu khác nhau - và trong đó là thách thức lớn của việc bán hàng thương mại điện tử B2B.
1. Các mối quan hệ B2B mang tính cá nhân.
Bạn có thể không có người quản lý tài khoản để làm liên lạc giữa bạn và cửa hàng bách hóa yêu thích của bạn. Nhưng các mối quan hệ B2B thường được cá nhân hóa theo cách này và đã phát triển theo thời gian.
Những nhu cầu được cá nhân hóa này bao gồm định giá dành riêng cho khách hàng, cho dù dựa trên hệ thống phân cấp hay các giao dịch được thương lượng cụ thể và định giá hàng loạt. Bạn cũng có thể có những khách hàng không cần truy cập vào toàn bộ danh mục của bạn.
Người mua B2B mong đợi giá cả, danh mục và lựa chọn sản phẩm được sắp xếp theo yêu cầu cụ thể của họ. Những mối quan hệ đó sẽ chuyển dịch trực tuyến như thế nào? Làm thế nào để bạn giữ cho các mối quan hệ trở nên độc đáo và được cá nhân hóa trên quy mô lớn?
Nhóm khách hàng
Chỉ định danh mục khách hàng cho các phân khúc khách hàng cụ thể là một cách để bạn bắt đầu cá nhân hóa trải nghiệm mua sắm của khách hàng B2B cho người dùng của mình. Điều này cho phép khách hàng đã đăng nhập chỉ xem những gì liên quan đến họ, hiển thị giá đã được thương lượng cụ thể cho tài khoản của họ.
2. Quá trình mua B2B liên quan đến rất nhiều người ra quyết định, và chu kỳ mua kéo dài và phức tạp.
Quy trình mua hàng B2B có thể bao gồm nhiều người với các vai trò và trách nhiệm cụ thể của riêng họ. Sẽ có những người nghiên cứu các giải pháp, các bên liên quan cần mua lại để tiến tới, các đại diện tài chính để phê duyệt chi tiêu, và nhiều hơn nữa. Và tùy thuộc vào giá trị của giao dịch mua, điều này có thể mất đến một năm hoặc hơn - khác xa so với nút mua một lần nhấp trên Amazon.
Tất cả sự phức tạp đó có nghĩa là có rất nhiều thứ để theo kịp. Đây là lúc mà quản lý hậu cần vững chắc xuất hiện. Bạn phải có khả năng cung cấp hiệu quả cho từng bên liên quan mà doanh nghiệp của bạn tương tác với thông tin họ cần để thực hiện công việc của mình.
Các công cụ tích hợp 
Đây không phải là một công việc cho một quy trình thủ công. Bạn cần các công cụ mạnh mẽ bên mình, như phần mềm quản lý mối quan hệ khách hàng (CRM), phần mềm hoạch định nguồn lực doanh nghiệp (ERP) để tích hợp tất cả dữ liệu của bạn và các tùy chọn tự phục vụ để người mua có thể tự tìm kiếm nhiều thông tin nhất có thể.
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