At first glance, the B2B market shares many similarities with the business-to-consumer (B2C) market. However, on closer inspection, there are some key differences. For one, the B2B market is much larger than the consumer market and involves significantly more financial transactions. This fact alone makes B2B e-commerce highly attractive.
But that's not the most compelling aspect of the story. While consumers have long been comfortable with online shopping, the B2B world remains one where many sales are still conducted over the phone. The underlying message in Lecture Hall 9 seemed to be, “It’s high time to change that.”
One notable story came from IGO Promo, a company that transformed from an offline player into an award-winning leader in B2B e-commerce. Other important themes for B2B entrepreneurs interested in stepping into the e-commerce world were also discussed. How do you ensure flexible inventory management in uncertain times? Sligro, for example, explained how they leverage AI to improve site search functionality.
Specialized marketplaces
The B2B e-commerce space is also home to specialized marketplaces often focused on a single product category. A prime example of this is 1-2-Taste, a supplier of food ingredients. This B2B company provides over 3,000 ingredients from more than 100 ingredient producers. These include aromas, sugar and salt substitutes, fibers, nutraceuticals, plant-based proteins, and many more, catering to applications in bakery products, But also ice cream, confectionery, beverages & dairy or plant-based alternatives to meat or fish.
A specific market that requires a very specific approach, CMO & Co-founder Jan Klawer begins his talk. "On the one hand, market changes and innovations such as protein transition and cultured meat show that the B2B food market is rapidly evolving, on the other hand, products are still purchased in the traditional way."
Combining traditional and digital sales methods
"As a result, innovation stops when the customer cannot find a specific ingredient or product through the traditional way," Klawer says. "1-2-Taste is trying to bridge this gap by making it easier to order more food products online. Developing a food product is complex and requires, among other things, market research and experimentation with ingredients. So all in all, it takes some time before something hits the shelves. Previously, samples had to be requested over the phone, but now they can be ordered online through us, speeding up the process somewhat.”
Although Klawer’s presentation emphasized the potential of online sales for B2B e-commerce, he doesn’t believe traditional sales methods will disappear entirely in the B2B market. "I think that as a B2B marketplace, it's best to combine your traditional sales methods with a solid digital platform. Make it easy for your customer to find product information, but also ensure you are transparent and accessible. In specific markets this is even more important, because customers come with very specific questions. As an expert, you need to address these questions as thoroughly as possible. And whether it’s a sample or an entire pallet of a product, every customer is equally important.”
All in all, the B2B e-commerce market is an interesting sector to keep an eye on. The size of this market combined with the growth opportunities make this a prime area where e-commerce still has a big battle to win. During the next edition of the Webwinkel vakdagen, there will once again be extensive focus on new innovations within the B2B e-commerce world.
Want to attend next year? The Webwinkel Vakdagen will take place on Wednesday 2 and Thursday 3 April 2025.