This textbook covers the basics of business-to-business (B2B) eCommerce, where similar principles of customer targeting can be observed as in B2C eCommerce. Gerrit Heinemann highlights the specifics and business models of B2B eCommerce, analyzes the digital challenges and shows the consequences and opportunities for online sales in B2B. Recognised best-practice examples illustrate how successful B2B eCommerce can work and which risks have to be considered.
Author(s): Gerrit Heinemann
Publisher: Springer
Year: 2022
Language: English
Pages: 217
City: Wiesbaden
Preface
Contents
About the Author
Abbreviations
1: B2B eCommerce Specification
1.1 B2B versus B2C eCommerce
1.2 Digital B2B Universe
1.3 Types of Suppliers and Sales in B2B eCommerce
1.4 Types of Customers and Users in B2B eCommerce
1.5 Digital Maturity Levels and Barriers in B2B eCommerce
1.6 Truth and Fiction in Digital Infrastructure
2: Basics of B2B eCommerce
2.1 Digital Basics of B2B eCommerce
2.1.1 Physical Versus Virtual Value Creation
2.1.2 Phases of Digitization
2.1.3 EDI Versus Industry 4.0 Versus B2B eCommerce
2.1.4 Platform Economy in B2B eCommerce
2.1.5 Growth Factors of the B2B Platform Economy
2.1.6 Forms of Operation in B2B eCommerce
2.2 Business Types of B2B eCommerce
2.2.1 Project Business in B2B eCommerce
2.2.2 Supplier Business in B2B eCommerce
2.2.3 System Business in B2B eCommerce
2.2.4 Industrial Goods Business in B2B eCommerce
2.2.5 Consumer Goods Business in B2B eCommerce
2.2.6 Integration Business in B2B eCommerce
2.3 Customer Interaction in B2B eCommerce
2.3.1 Purchase Phases and Conversion in B2B eCommerce
2.3.2 Selling Center Versus Buying Center
2.3.3 Onsite Versus Offsite Customer Interaction
2.3.4 Upstream Versus Downstream Customer Interaction
2.3.5 Customer Journey in B2B eCommerce
2.3.6 Transaction Behavior in B2B eCommerce Using the Example of Domain Sales
2.4 Marketing and Sales in B2B eCommerce
2.4.1 Marketing Policy and CRM in B2B eCommerce
2.4.2 Sales, New Purchases and Repurchases in B2B eCommerce
2.4.3 Shop Design and Usability in B2B eCommerce
2.4.4 Conversion and Shop Productivity in B2B eCommerce
2.4.5 Login, Purchase Completion and Check-Out in B2B eCommerce
2.4.6 System Strategy and Shop Selection in B2B eCommerce
2.5 Customer Centricity as a Basic Requirement for Online Retailing
3: Business Models in B2B eCommerce
3.1 Business Models in the B2B Consumer Goods Business
3.1.1 The Digital Universe of Consumer Goods Manufacturers
3.1.2 B2B eCommerce for Consumer Goods as a Digital Ecosystem
3.1.3 Five Conditions for B2B Consumer Goods Transactions
3.1.4 Multi-channel Distribution as the Basis of B2B2C Commerce
3.1.5 Future B2B eCommerce for Consumer Goods as B2Me
3.2 Business Models in the B2B Industrial Goods Business
3.2.1 Consumerization in B2B Industrial Goods Business
3.2.2 Derivative Demand in B2B Industrial Goods Business
3.2.3 Digital Marketing and Brand in B2B Industrial Goods Business
3.2.4 Digital Content for Industrial Goods Fairs
3.2.5 Future B2B eCommerce for Industrial Goods
3.3 Business Models in the B2B Supply Business
3.3.1 B2B Supply Pyramid and OEM as Customer
3.3.2 B2B Suppliers and Outsourcing
3.3.3 Service Providers as Suppliers of Services
3.3.4 B2B in Sourcing and eSourcing
3.3.5 B2B Customer Acquisition of PLMs
3.4 Business Models in the B2B Systems Business
3.4.1 B2B Systems Business as Systems Selling
3.4.2 Demand-side Connectivity in the B2B Systems Business
3.4.3 OEM as A Business Model in the B2B Systems Business
3.4.4 Value Factors and Brand Management in the B2B Systems Business
3.4.5 Cloud Computing Commerce in B2B Systems Business
3.5 Business Models in the B2B Project Business
3.5.1 Phase-Related eCommerce in B2B Project Business
3.5.2 New Purchasing Requirements in B2B Project Business
3.5.3 Pricing Leverage and Value Selling in B2B Project Business
3.5.4 Online Configurator and Multi-channeling in B2B Project Business
3.5.5 General Contractors and Consortia in B2B Project Business
3.6 Integration Business as a Value-Adding Approach in B2B
4: Best Practices in B2B eCommerce
4.1 Best Practices in the B2B Consumer Goods Business
4.2 Best Practices in B2B Industrial Goods Business
4.3 Best Practices in B2B Supply Business
4.4 Best Practices in B2B Systems Business
4.5 Best Practices in B2B Project Business
4.6 Best Practices in B2B Integration Business
5: Risks in B2B eCommerce
5.1 Legal Risks in Online Trading
5.1.1 Login and Identification of B2B
5.1.2 The General Data Protection Regulation (GDPR)
5.2 Business Risks in B2B eCommerce
5.2.1 Risk of Lack of Business Planning
5.2.2 Lack of Digital Readiness
5.3 The Myths of B2B eCommerce
References
