Simplifying eCommerce for Manufacturers and Distributors

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Companies dealing in B2B segment are still hesitant in following eCommerce vertical. These companies do have an online presence; they have corporate web sites, an online product catalogue, a customers’ portal, a channel or sales representative portal. A few of the companies even have different sites for different brands or regions.

Howbeit, in many B2B web sites, online customers are not allowed to place an order online. Alternatively, they need to contact either with the dealer or sales representative and to wait for their call. Therefore, it’s necessary on the part of the online B2B retailers to offer such facility to their customers.

There are various factors that can be attributed for manufacturers and distributors not opening their online stores based on B2C segment:

  • Complexity of various systems to integrate.
  • Customers’ hesitation about buying online.
  • Complex product pricing
  • Inventory Management
  • Freight & shipping
  • Confusing workflow processes
  • Multiple authorized buyers, creating a chaos.
  • Lack of eCommerce know-how.
  • Conflicting channels.

How to Start
Manufacturers and distributors can avail executive-sponsored program to initiate and launch their online store within a specific duration of time. There are certain things that manufacturers have to keep under consideration such as:

  • Choosing products: Manufacturers have to list only those products that generate highest revenues. It actually helps as online customers are familiar with the products beforehand and this helps manufacturers to launch their web stores  with focusing much on enriching content for product pages.
  • Targeting specific customer segment: Focussing on the specific customer segment who are loyal and friendly helps in initial marketing efforts. Dealing with them means less hiccups that are initially faced by the manufacturers.
  • Initiating with clearance site: Launching a clearance web site is helpful for those distributors that are aggressive in hoarding inventories. This helps in clearing out dead inventory that is lying with them.
  • Launching for a niche: Launching for a specific niche helps online manufacturers to focus on product line or specific customer segment.

Points to consider while launching a project

  • Getting an eCommerce expert: An eCommerce expert helps to design a strategy and a roadmap. Executives, stakeholders and functional head should be included while making a roadmap. Selecting a single project helps them in finishing it within a specific period of time.
  • Assigning a team: A small team should be assigned to select a platform. At least three to four platforms should be shortlisted so based on the size of the company, industry to which the  company belongs and the products.
  • Selecting a project: Selecta project that can be initiated at the earliest by narrowing down the scope of the project.
  • Selecting a vendor and making the store look simple: Manufacturers should select the vendor with a 3-4 months of the implementation cycle. Initially, the project should be as simple as possible using the default functionality wherever possible.
  • Assigning the project: The project should be assigned to marketing and sales personnel as they are the one who know about the customers to focus, channels to adopt and products to market.
  • Setting up goals: Initially, goals should be based upon the revenues generated, number of customers who finally purchased, number of orders and the size of orders.

Managing the implementation:

Manufacturers and distributors should have to focus on the original objectives and scopes. Mostly, online stores are template based and initially it’s not required to add new features throughout the project. Once launching the project will help you to understand the preferences of the online customers, the modifications needed to internalize the changes and the impact on the internal processes.

Stepping up the processes: After the initial launch, the manufacturers can increase the operations by adding products or targeting different customer segment with various marketing campaigns. Feedbacks from online customers or inputs from sales channels and representatives will help the manufacturers to adapt accordingly.

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