The Challenges Distributors Face when Choosing eCommerce Platforms

Many of the biggest eCommerce platforms today are falling short of distribution industry expectations.

B2B distributors are no strangers to complex processes that can make implementing effective eCommerce strategies seem like Herculean efforts. From dealing with countless buyers, sellers, shipping options, products, restrictions, and a whole host of other nuanced demands, distributors operating in an online space need to have reliable eCommerce platforms catered to their problems.

Yet according Digital Commerce 360’s recent article, about 65% of 400 surveyed companies “report[ed] that B2B eCommerce is ‘broken at their organization’”[1].

Their reported reasons for this?

“A lack of tools [and] an inability to manage product complexity, scale, and/or… customer data [collection] from online buyers” [1]. These- among many other distributor challenges- are things that the biggest eCommerce platforms should be addressing.

Yet most just… aren’t.

At this point, your basic platforms like Shopify—platforms that are not and will not be designed specifically for distributors—no longer cut it within the distribution industry. And they definitely don’t cut it when a B2B eCommerce market that, according to Stratis Research, was “valued at USD 7,432.12 billion in 2022” is now projected “to reach USD 36,107 billion by 2031”[2].

The B2B eCommerce market is booming, yet most eCommerce platforms fail to provide the right features to facilitate the implementation of a complex distribution operation into an online space. So where do distributors struggling with eCommerce turn?

It all begins with knowing what to look for in an eCommerce platform.

At its core, a B2B distributor’s eCommerce platform needs to provide reliable solutions to the many logistical challenges of distribution. Without effective features to address these challenges in an online space, it’s easy for an eCommerce platform to stifle your chances of running a successful eCommerce operation.

As such, distributors need to establish a set of requirements that must be present in an eCommerce platform before it is considered an option.

Establishing this baseline will create a benchmark for distributors to gauge whether or not an eCommerce platform is a practical fit to successfully bring their distribution operation online.

To set a baseline, B2B distributors should identify what eCommerce features and designs they will need to operate and scale a distribution operation in an eCommerce context. Many of these features and designs are present in the list below:

1. ERP Integration

Keeps your front and back-end data connected, providing data consistency, quality, and sales/marketing insights while eliminating inefficiencies.

2. Timely & Secure Payment Processing

Gives customers the ability to pay for your products safely and efficiently.

3. Efficient Catalog Management

Enables buyers to see relevant products, product availability, and up-to-date content.

4. Precise Product Search Capabilities

Provides an easy method for clients to search and filter between a large inventory to find specific products in your catalog.

5. Integrated PIM (Product Information Management) System

Helps automate the internal collection, management, and enrichment of your product data and buyer engagement.

6. Strong CMS (Content Managing Systems) Storefront Customization

A strong CMS will allow you to easily generate content (like new web pages, blogs, announcements, banner ads, etc.) on your eCommerce site.

Overall, creating a baseline of features like this is extremely useful to rule out any eCommerce platform that will not be able to adequately support your distribution operation.

Yet this is just the baseline.

Going beyond the baseline, distributors should also investigate some of the unique, distributor-oriented features that will not only help their eCommerce operation survive, but thrive.

In most cases, one B2B distributor will not have the same needs as the next. Because of this, distributors should consider some of the unique problems that they face in their specific operation. Identifying these problems will help you establish which features of an eCommerce platform can help solve your specific issues and enable success beyond your established baseline.

Listed below are some of these unique B2B distributor problems and their respective eCommerce solutions:

1. Geographic Restrictions

Different areas (states, countries, regions, etc.) have varying laws, regulations, and restrictions about specific products/services that you may sell. This can cause issues if your eCommerce site cannot dynamically enable/limit what buyers in different areas see and order.

2. Catalog Segmentation (Product Filtering)

When serving a broad audience, not every client will need to see every product/service that you offer. If your eCommerce platform cannot properly segment your catalog between different users, potential buyers may feel overwhelmed, turning away from your site and damaging sales opportunities.

3. Brand Promotion

When working with specific manufacturers, you will often need to promote certain brands to receive benefits from these manufacturers. Without an eCommerce platform that allows you to do this easily, you may miss out on the benefits you could receive or damage business relationships with manufacturers.

4. Sales Force Adoption

When integrating a more traditional sales force to an eCommerce space, you may disrupt the standard sales techniques used by your internal sales reps. If your eCommerce platform cannot support the activities of your sales force, it can cause a significant disconnect between sales reps and buyers.

5. Supporting Multiple Shipping Options

Supporting the complexities of shipping can be overwhelming given the numerous LTL/parcel carriers and service levels demanded by buyers. As well, managing orders scheduled for branch pickup or delivery adds more complexity. Without a way to manage complex shipping information like product weight, tax costs, freight costs, delivery methods, restrictions, and other logistical considerations, maintaining a strong shipping operation can become practically impossible to bring online.

6. Job Management

Often, buyers will have large-scale projects that require them to purchase authorized products throughout their duration. For contractors to work with distributors online, these projects must be effectively managed to ensure that their employees and subcontractors are ordering from you appropriately. Without an ability for contractors to manage jobs within your eCommerce platform, they may choose your competition’s eCommerce platform over yours.

When facing these B2B distributor-specific issues, it can be difficult to find an eCommerce solution when you don’t have an adequate eCommerce platform.

Yet for distributors who have chosen Kore Commerce, solutions to these specific issues are directly addressed within the platform. With a robust set of features made to help B2B distributors succeed in the eCommerce space, Kore Commerce is a great choice for distributors looking to solve their eCommerce struggles and push toward a successful future.

Kore Commerce is the solution to your eCommerce challenges, understanding the complexities of B2B distribution. As a secure eCommerce platform that integrates seamlessly with your ERP, Kore Commerce enables you to improve your sales, adaptability, efficiency, and customer relationships.

As Kore Technologies’ has worked with distributors for over 25 years, Kore Commerce has been designed with a focus of bringing eCommerce success to your distribution operation.

Kore Commerce has a multitude of features created to help your enterprise distribution operation thrive in the B2B eCommerce market. Some of these features include:

• Embedded PIM
• Real-Time Shipping and Tax Calculations
• Freight Management
• Secure Online Payment
• Contact Management
• Enhanced Search Capabilities
• Native CMS
• Role-based Security
• Robust B2B and B2C features

These are just a few of the many features that will drive value for your B2B eCommerce storefront, making Kore Commerce a leader in B2B eCommerce platforms for distributors.

So whether you are looking to implement a new B2B eCommerce platform or simply need an upgrade, Kore Commerce can help you succeed. Contact Kore Tech today to learn what the Kore team can do for you.