B2B e-commerce platform: defining goals correctly
Implementing a B2B e-commerce platform is a strategic undertaking and, as with any strategic undertaking, the quality of the objectives determines whether it succeeds or fails. Those who start without clear objectives will ultimately choose a system that meets the wrong requirements.
1. Why defining objectives comes before selecting a provider
It’s very tempting to jump right into comparing e-commerce platforms. But without clear goals, there’s no yardstick for evaluation. Which features are truly necessary? Which are just nice-to-haves? These questions can only be answered once the strategic goals have been defined in advance.
Common mistakes: Teams compare feature lists without knowing which features they actually need. The result is either an oversized system or one that fails to meet key requirements.
2. Align business goals with digital goals
The starting point is always the business model. What revenue targets should be achieved through the digital channel? Should the online store primarily serve existing customers or also acquire new ones? Should certain product groups be prioritized?
Digital goals can be derived from the business goals: conversion rate, average order value, self-service rate, and reduction in returns. These KPIs will later determine which e-commerce platform features are business-critical.
3. Identify requirements from the customer's perspective
B2B buyers have specific expectations: customized pricing, credit limits, multi-step approval processes, and recurring orders. A requirements analysis from the customer’s perspective reveals which processes are still handled manually today and urgently need to be digitized.
The customer journey mapping method has proven effective: What steps does a buyer go through, from product research to placing an order? At what points do friction points arise?
4. Analyze internal processes and the system landscape
A B2B e-commerce platform never stands alone. It must integrate with ERP, CRM, PIM and logistics systems. An honest assessment of the existing system landscape is therefore essential.
Relevant factors include: Which ERP system is in use? Where is master data (products, customers, prices) stored? What interfaces already exist? What is the data quality of the current product catalog? The answers to these questions determine the level of integration complexity the new e-commerce platform must handle.
5. Set priorities and document goals
Not all objectives have the same level of urgency. A sensible prioritization distinguishes between “must-haves” (without which the system cannot be implemented), “should-haves” (important, but can also be implemented later), and “nice-to-haves” (desirable, but not essential).
The documented goals and priorities form the basis for the requirements specification, which is later communicated to vendors. Well-documented goals save time during the evaluation process and prevent misunderstandings during the implementation phase.
Conclusion
Defining goals is not a one-time task, but an iterative process. Involve all relevant stakeholders – IT, sales, purchasing, and management – from the very beginning, and ensure transparency regarding goals and priorities. This will lay the foundation for an informed system selection.
Clear goals, the right solution
Are you about to implement a B2B e-commerce platform and want to make sure your goals are fully and accurately defined? Our experts will guide you through the process, from requirements analysis to system selection.