[[{"@context":"http:\/\/schema.org","@type":"Article","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article","articleBody":"According to a recent study,\u00a0the B2B e-commerce market\u00a0is on the precipice of serious growth. The market hauled in $780 billion in 2014. By 2020, that number is projected to eclipse $1.13\u00a0trillion.\nFor that reason, it comes as no surprise that more and more organizations are launching B2B e-commerce efforts. They want as a large of a slice of the pie as they can get.\nUnfortunately, many companies don\u2019t do their due diligence ahead of launching a B2B e-commerce initiative. This results in less than optimal e-commerce platform deployments, ineffectively structured organizations, and missed opportunities \u2013 which all create inefficiencies and stifle growth.\nBy understanding more about common mistakes, you can avoid the common pitfalls associated with implementing B2B e-commerce. That\u2019s the way to generate additional revenue\u2014and faster\u2014while simultaneously reducing the risk of failure. With that in mind, let\u2019s look at five of the most common mistakes companies make when implementing B2B e-commerce\u2014and\u00a0what you can do to avoid them.\nB2B e-commerce mistake No. 1: Failing to define requirements\u00a0\nAll too often, I see companies fail to put in the time required to create a thorough list of requirements for their e-commerce system. In doing so, they drastically increase the likelihood they\u2019ll choose the wrong platform to begin with\u2014which prevents them from being able to take full advantage of the opportunity right away.\nTaking the plunge into e-commerce for the first time is an extremely time-consuming process. The last thing you want to do is have to re-platform\u00a0shortly after launching because you made the wrong choice to begin with.\nBecause so much is at stake, it is imperative that you choose the right platform the first time\u2014one you can live with for five to ten years, or even longer. The only way you can ensure this is done correctly is by extensively documenting your requirements up front. \u00a0Be sure to include information about features, workflows, pricing, contract support, flexibility, integrations, and more.\nYour company is not an expert in e-commerce, so choosing the right platform from the start can be a tricky and taxing process. Because of that, many companies outsource these responsibilities to companies like\u00a0Guidance\u00a0that are experts in the space. Sure, it costs more money, but the ROI and risk reduction make it worth your while.\nMistake No. 2: Underestimating the importance of the user experience\nCompanies also tend to have a knack for putting up e-commerce storefronts as bolt-ons to their existing ERP systems and simply expecting orders \u00a0to come flowing in. When they don\u2019t, they either blame their customers or figure that e-commerce won\u2019t work for them.\nThey\u2019re wrong.\nWhen implementing an e-commerce system, it\u2019s critical to focus on the user experience (UX). If the UX is poor and the resulting web site is difficult to use, how can you expect customers to actually use it?\nKeep in mind that business buyers\u2019 expectations are set by their personal experiences in buying from the\u00a0most advanced e-commerce sites\u00a0in the world. Retailers like Amazon continue to set the bar extremely high for online retailers\u2014which includes your company, whether you like it or not.\nIf your site search, navigation, product details, listing pages, shopping cart, and checkout aren\u2019t optimized to meet modern standards, you will \u00a0lose. Invest heavily in building a desirable UX, and customers will keep coming back.\nMistake No. 3: Neglecting to involve your sales team\nYour sales team is nervous. They hear \u201ce-commerce\u201d and they think competition and lost commissions.\nWhile fear isn\u2019t warranted in a vast majority of cases, many B2B e-commerce efforts are launched without input from the sales team\u2014at least when \u00a0it comes to planning and implementation. As a result, a ton of value is left on the table.\nE-commerce is a force multiplier for the sales team. It allows them to be more strategic\u00a0in selling while eliminating low value, routine tasks like entering orders or answering order status questions.\nDon\u2019t keep your e-commerce initiative isolated to a few top executives or driven solely by the marketing team. Instead,\u00a0use your sales team strategically. \u00a0Real unlocks are available when you align sales with e-commerce, which becomes even more powerful when integrated into your CRM system.\nMistake No. 4: Underestimating organizational requirements\nLots of people think that e-commerce is so efficient that it\u2019ll just run itself as a virtual cash machine. Unfortunately, it\u2019s not that easy.\nThe economics of e-commerce are different. E-commerce can be extremely profitable, but for that to happen, companies need make internal investments. And I don\u2019t just mean one or two roles.\nCompanies that hope to scale e-commerce to the magnitude that\u00a0Forrester Research expects it to become\u00a0\u00a0need to invest generously in corresponding roles to manage the new channel. \u00a0Don\u2019t hesitate to spend money on web merchandising, web operations, digital marketing, content creation, creative, technology, fulfillment, and customer service.\nNo, you don\u2019t have to build a huge team right away. Take a crawl-walk-run approach. \u00a0Don\u2019t be scared to leverage outsourced resources when it comes to specific expertise\u2014in places like tech, creative, and digital marketing. The right people can help you accelerate your efforts without breaking the bank or incurring exorbitant fixed costs. Planning is critical here, and learning from other companies that have been through the process is very helpful. Consultants like Guidance can also provide you with organizational models to help you structure for profitable growth.\nMistake No. 5: Forgetting to plan for a post-launch investment\nOnce you design and launch a new B2B e-commerce platform, you might think your work is done.\nNope.\nA \u201cset it and forget it\u201d approach doesn\u2019t work with e-commerce. To fully capitalize on your e-commerce platform, you need to supplement your efforts with strong digital marketing investments. That\u2019s the way to tap into new markets and capture more wallet share from existing customers.\nTo drive traffic, you will need to invest in things like paid search, SEO, email, social media, display advertising, marketplaces, and referral partnerships. Continual investment in fulfillment and customer service, new features and updates to your site, and new integrations are critical to grow your e-commerce effectiveness.\nIt\u2019s a tall order to be sure. And if you don\u2019t have the resources to swing it on your own, an ecosystem of e-commerce partners and employees exist that can assist you in this effort. Invest internally whenever you can, and partner with third parties whenever it makes sense, both financially and tactically.\nThe B2B e-commerce market is growing bigger every day.\u00a0Frost and Sullivan projects that 27% of all B2B transactions will be conducted online by 2020. Think about that penetration percentage for your business. Getting the biggest slice possible for your company requires a lot of time and both internal and external resources. Real return on investment exists for companies that diligently plan for and execute on this opportunity. Do it right, and you\u2019ll be eating your pie in no time.\nAre you giving B2B buyers the B2C experience they crave? We can help. Learn more HERE.","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_Person","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_Person_ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/uploads\/2016\/08\/BBeck-Headshot-150x150.jpeg"},"name":"Brian Beck","sameAs":"https:\/\/www.linkedin.com\/in\/ecommerceexpertbeck","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/brian-beck\/"},"dateModified":"2021-12-06T18:46:44+00:00","datePublished":"2016-11-28T15:58:48+00:00","description":"The B2B e-commerce market is on track to reach $1.13 trillion in just three years. Avoid these five mistakes to get your slice of the pie.","headline":"5 mistakes that can kill your B2B e-commerce project","image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_ImageObject","height":"630","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/11\/thumbnail-5903e2a5e221522b58ccf1c0f623415e-1200x630.jpeg","width":"1200"},"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/","name":"5 mistakes that can kill your B2B e-commerce project","publisher":{"@type":"Organization","@id":"https:\/\/www.the-future-of-commerce.com\/","additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","logo":{"@type":"ImageObject","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","width":"500"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"url":"https:\/\/www.the-future-of-commerce.com\/"},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_author_Person_image_ImageObject","url":"https:\/\/cdn-bijap.nitrocdn.com\/AuMaQmessFRMSicXmZsEecJFLEquAyoT\/assets\/static\/optimized\/rev-b3d386d\/wp-content\/uploads\/2016\/08\/BBeck-Headshot-150x150.jpeg"}],"sameAs":"https:\/\/www.linkedin.com\/in\/ecommerceexpertbeck","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/brian-beck\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/brian-beck\/","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/brian-beck\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/brian-beck\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity0","name":"B2B e-commerce mistake No. 1: Failing to define requirements ","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity0_acceptedAnswer_Answer","text":"All too often, I see companies fail to put in the time required to create a thorough list of requirements for their e-commerce system. In doing so, they drastically increase the likelihood they\u2019ll choose the wrong platform to begin with\u2014which prevents them from being able to take full advantage of the opportunity right away.Taking the plunge into e-commerce for the first time is an extremely time-consuming process. The last thing you want to do is have to re-platform shortly after launching because you made the wrong choice to begin with.Because so much is at stake, it is imperative that you choose the right platform the first time\u2014one you can live with for five to ten years, or even longer. The only way you can ensure this is done correctly is by extensively documenting your requirements up front.  Be sure to include information about features, workflows, pricing, contract support, flexibility, integrations, and more.Your company is not an expert in e-commerce, so choosing the right platform from the start can be a tricky and taxing process. Because of that, many companies outsource these responsibilities to companies like Guidance that are experts in the space. Sure, it costs more money, but the ROI and risk reduction make it worth your while."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity1","name":"Mistake No. 2: Underestimating the importance of the user experience","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"Companies also tend to have a knack for putting up e-commerce storefronts as bolt-ons to their existing ERP systems and simply expecting orders  to come flowing in. When they don\u2019t, they either blame their customers or figure that e-commerce won\u2019t work for them.They\u2019re wrong.When implementing an e-commerce system, it\u2019s critical to focus on the user experience (UX). If the UX is poor and the resulting web site is difficult to use, how can you expect customers to actually use it?Keep in mind that business buyers\u2019 expectations are set by their personal experiences in buying from the most advanced e-commerce sites in the world. Retailers like Amazon continue to set the bar extremely high for online retailers\u2014which includes your company, whether you like it or not.If your site search, navigation, product details, listing pages, shopping cart, and checkout aren\u2019t optimized to meet modern standards, you will  lose. Invest heavily in building a desirable UX, and customers will keep coming back."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity2","name":"Mistake No. 3: Neglecting to involve your sales team","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity2_acceptedAnswer_Answer","text":"Your sales team is nervous. They hear \u201ce-commerce\u201d and they think competition and lost commissions.While fear isn\u2019t warranted in a vast majority of cases, many B2B e-commerce efforts are launched without input from the sales team\u2014at least when  it comes to planning and implementation. As a result, a ton of value is left on the table.E-commerce is a force multiplier for the sales team. It allows them to be more strategic in selling while eliminating low value, routine tasks like entering orders or answering order status questions.Don\u2019t keep your e-commerce initiative isolated to a few top executives or driven solely by the marketing team. Instead, use your sales team strategically.  Real unlocks are available when you align sales with e-commerce, which becomes even more powerful when integrated into your CRM system."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity3","name":"Mistake No. 4: Underestimating organizational requirements","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity3_acceptedAnswer_Answer","text":"Lots of people think that e-commerce is so efficient that it\u2019ll just run itself as a virtual cash machine. Unfortunately, it\u2019s not that easy.The economics of e-commerce are different. E-commerce can be extremely profitable, but for that to happen, companies need make internal investments. And I don\u2019t just mean one or two roles.Companies that hope to scale e-commerce to the magnitude that Forrester Research expects it to become  need to invest generously in corresponding roles to manage the new channel.  Don\u2019t hesitate to spend money on web merchandising, web operations, digital marketing, content creation, creative, technology, fulfillment, and customer service.No, you don\u2019t have to build a huge team right away. Take a crawl-walk-run approach.  Don\u2019t be scared to leverage outsourced resources when it comes to specific expertise\u2014in places like tech, creative, and digital marketing. The right people can help you accelerate your efforts without breaking the bank or incurring exorbitant fixed costs. Planning is critical here, and learning from other companies that have been through the process is very helpful. Consultants like Guidance can also provide you with organizational models to help you structure for profitable growth."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity4","name":"Mistake No. 5: Forgetting to plan for a post-launch investment","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#subjectOf_FAQPage_mainEntity4_acceptedAnswer_Answer","text":"Once you design and launch a new B2B e-commerce platform, you might think your work is done.Nope.A \u201cset it and forget it\u201d approach doesn\u2019t work with e-commerce. To fully capitalize on your e-commerce platform, you need to supplement your efforts with strong digital marketing investments. That\u2019s the way to tap into new markets and capture more wallet share from existing customers.To drive traffic, you will need to invest in things like paid search, SEO, email, social media, display advertising, marketplaces, and referral partnerships. Continual investment in fulfillment and customer service, new features and updates to your site, and new integrations are critical to grow your e-commerce effectiveness.It\u2019s a tall order to be sure. And if you don\u2019t have the resources to swing it on your own, an ecosystem of e-commerce partners and employees exist that can assist you in this effort. Invest internally whenever you can, and partner with third parties whenever it makes sense, both financially and tactically.The B2B e-commerce market is growing bigger every day. Frost and Sullivan projects that 27% of all B2B transactions will be conducted online by 2020. Think about that penetration percentage for your business. Getting the biggest slice possible for your company requires a lot of time and both internal and external resources. Real return on investment exists for companies that diligently plan for and execute on this opportunity. Do it right, and you\u2019ll be eating your pie in no time."}]}]}],"image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/#Article_image_ImageObject","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/11\/thumbnail-5903e2a5e221522b58ccf1c0f623415e-1200x630.jpeg","width":"1200","height":"630"}],"mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/11\/28\/5-mistakes-b2b-e-commerce-project\/","articleBody":" According to a recent study, the B2B e-commerce market is on the precipice of serious growth. The market hauled in $780 billion in 2014. By 2020, that number is projected to eclipse $1.13 trillion. For that reason, it comes as no surprise that more and more organizations are launching B2B e-commerce efforts. They want as a large of a slice of the pie as they can get. Unfortunately, many companies don\u2019t do their due diligence ahead of launching a B2B e-commerce initiative. This results in less than optimal e-commerce platform deployments, ineffectively structured organizations, and missed opportunities \u2013 which all create inefficiencies and stifle growth. By understanding more about common mistakes, you can avoid the common pitfalls associated with implementing B2B e-commerce. That\u2019s the way to generate additional revenue\u2014and faster\u2014while simultaneously reducing the risk of failure. With that in mind, let\u2019s look at five of the most common mistakes companies make when implementing B2B e-commerce\u2014and what you can do to avoid them. B2B e-commerce mistake No. 1: Failing to define requirements  All too often, I see companies fail to put in the time required to create a thorough list of requirements for their e-commerce system. In doing so, they drastically increase the likelihood they\u2019ll choose the wrong platform to begin with\u2014which prevents them from being able to take full advantage of the opportunity right away. Taking the plunge into e-commerce for the first time is an extremely time-consuming process. The last thing you want to do is have to re-platform shortly after launching because you made the wrong choice to begin with. Because so much is at stake, it is imperative that you choose the right platform the first time\u2014one you can live with for five to ten years, or even longer. The only way you can ensure this is done correctly is by extensively documenting your requirements up front.  Be sure to include information about features, workflows, pricing, contract support, flexibility, integrations, and more. Your company is not an expert in e-commerce, so choosing the right platform from the start can be a tricky and taxing process. Because of that, many companies outsource these responsibilities to companies like Guidance that are experts in the space. Sure, it costs more money, but the ROI and risk reduction make it worth your while. Mistake No. 2: Underestimating the importance of the user experience Companies also tend to have a knack for putting up e-commerce storefronts as bolt-ons to their existing ERP systems and simply expecting orders  to come flowing in. When they don\u2019t, they either blame their customers or figure that e-commerce won\u2019t work for them. They\u2019re wrong. When implementing an e-commerce system, it\u2019s critical to focus on the user experience (UX). If the UX is poor and the resulting web site is difficult to use, how can you expect customers to actually use it? Keep in mind that business buyers\u2019 expectations are set by their personal experiences in buying from the most advanced e-commerce sites in the world. Retailers like Amazon continue to set the bar extremely high for online retailers\u2014which includes your company, whether you like it or not. If your site search, navigation, product details, listing pages, shopping cart, and checkout aren\u2019t optimized to meet modern standards, you will  lose. Invest heavily in building a desirable UX, and customers will keep coming back. Mistake No. 3: Neglecting to involve your sales team Your sales team is nervous. They hear \u201ce-commerce\u201d and they think competition and lost commissions. While fear isn\u2019t warranted in a vast majority of cases, many B2B e-commerce efforts are launched without input from the sales team\u2014at least when  it comes to planning and implementation. As a result, a ton of value is left on the table. E-commerce is a force multiplier for the sales team. It allows them to be more strategic in selling while eliminating low value, routine tasks like entering orders or answering order status questions. Don\u2019t keep your e-commerce initiative isolated to a few top executives or driven solely by the marketing team. Instead, use your sales team strategically.  Real unlocks are available when you align sales with e-commerce, which becomes even more powerful when integrated into your CRM system. Mistake No. 4: Underestimating organizational requirements Lots of people think that e-commerce is so efficient that it\u2019ll just run itself as a virtual cash machine. Unfortunately, it\u2019s not that easy. The economics of e-commerce are different. E-commerce can be extremely profitable, but for that to happen, companies need make internal investments. And I don\u2019t just mean one or two roles. Companies that hope to scale e-commerce to the magnitude that Forrester Research expects it to become  need to invest generously in corresponding roles to manage the new channel.  Don\u2019t hesitate to spend money on web merchandising, web operations, digital marketing, content creation, creative, technology, fulfillment, and customer service. No, you don\u2019t have to build a huge team right away. Take a crawl-walk-run approach.  Don\u2019t be scared to leverage outsourced resources when it comes to specific expertise\u2014in places like tech, creative, and digital marketing. The right people can help you accelerate your efforts without breaking the bank or incurring exorbitant fixed costs. Planning is critical here, and learning from other companies that have been through the process is very helpful. Consultants like Guidance can also provide you with organizational models to help you structure for profitable growth. Mistake No. 5: Forgetting to plan for a post-launch investment Once you design and launch a new B2B e-commerce platform, you might think your work is done. Nope. A \u201cset it and forget it\u201d approach doesn\u2019t work with e-commerce. To fully capitalize on your e-commerce platform, you need to supplement your efforts with strong digital marketing investments. That\u2019s the way to tap into new markets and capture more wallet share from existing customers. To drive traffic, you will need to invest in things like paid search, SEO, email, social media, display advertising, marketplaces, and referral partnerships. Continual investment in fulfillment and customer service, new features and updates to your site, and new integrations are critical to grow your e-commerce effectiveness. It\u2019s a tall order to be sure. And if you don\u2019t have the resources to swing it on your own, an ecosystem of e-commerce partners and employees exist that can assist you in this effort. Invest internally whenever you can, and partner with third parties whenever it makes sense, both financially and tactically. The B2B e-commerce market is growing bigger every day. Frost and Sullivan projects that 27% of all B2B transactions will be conducted online by 2020. Think about that penetration percentage for your business. Getting the biggest slice possible for your company requires a lot of time and both internal and external resources. Real return on investment exists for companies that diligently plan for and execute on this opportunity. Do it right, and you\u2019ll be eating your pie in no time. Are you giving B2B buyers the B2C experience they crave? We can help. Learn more HERE.    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