{"id":75469,"date":"2023-07-13T14:46:49","date_gmt":"2023-07-13T12:46:49","guid":{"rendered":"https:\/\/aton.com\/b2b-commerce-non-e-solo-un-e-commerce\/"},"modified":"2025-08-21T17:36:58","modified_gmt":"2025-08-21T15:36:58","slug":"b2b-commerce-not-just-ecommerce","status":"publish","type":"post","link":"https:\/\/aton.com\/en\/atonews\/b2b-commerce-not-just-ecommerce\/","title":{"rendered":"Why B2B commerce cannot be just e-commerce"},"content":{"rendered":"<h2><strong>B2B commerce: why your company should adopt it<\/strong><\/h2>\n<p>It\u2019s been at least five years since companies with turnovers ranging from \u20ac50 million to \u20ac1 billion have asked us to set up a<strong> complementary digital channel<\/strong> to support their sales networks in:<\/p>\n<ul>\n<li>establishing an <a href=\"https:\/\/aton.com\/en\/b2b-portal-company-customer-relationship\/\" target=\"_blank\" rel=\"noopener\">ongoing relationship with their customers<\/a>, even when they are not physically present<\/li>\n<li><strong>organising their time more effectively<\/strong>, dedicating it to developing new clients<\/li>\n<li>serving and communicating with <strong>customers<\/strong> <strong>who are more distant<\/strong> or less frequently reachable<\/li>\n<\/ul>\n<p>The first request we receive when talking about B2B e-commerce with our \u201cnew\u201d contacts is the possibility of <strong>having a shop in their customers\u2019 pockets<\/strong>, allowing them to place <strong>repeat orders at specific and reserved conditions<\/strong> at any time: <strong>24\/7<\/strong>.<\/p>\n<p>This is why the very first version of the solution was created almost 10 years ago, and it was called <em><strong>smartsales.<\/strong><\/em> Its goal was to further empower the sales force by enabling <strong>direct reorders from B2B customers<\/strong>.<\/p>\n<p>In an increasingly complex and fast-changing world, the <a href=\"https:\/\/aton.com\/en\/softpos-b2b-payments\/\" target=\"_blank\" rel=\"noopener\"><strong>transaction<\/strong><\/a><strong> is only the final step<\/strong> of a chain that actually begins much earlier\u2014well before clicking the \u201cadd product\u201d or \u201creorder\u201d button in the purchase history of that supplier.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-50837 aligncenter\" src=\"https:\/\/aton.com\/wp-content\/uploads\/2023\/07\/onSales-B2B-Aton.png\" alt=\"\" width=\"868\" height=\"488\" srcset=\"https:\/\/aton.com\/wp-content\/uploads\/2023\/07\/onSales-B2B-Aton.png 1921w, https:\/\/aton.com\/wp-content\/uploads\/2023\/07\/onSales-B2B-Aton-1536x864.png 1536w\" sizes=\"auto, (max-width: 868px) 100vw, 868px\" \/><\/p>\n<p>The point is that the companies commissioning our <strong><a href=\"https:\/\/aton.com\/en\/onsales\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #d00000;\">.<\/span>onSales<\/a><\/strong> <strong>B2B commerce solution<\/strong> have <strong>long-term<\/strong>, <strong>trust-based relationships<\/strong> <strong>with their customers<\/strong>\u2014sometimes without even being fully aware of it!<\/p>\n<p>This relationship is built on the <strong>concept of service<\/strong>, which today represents the predominant part of the <strong>perceived value<\/strong> compared to simply having a product available or offering a better price than the competition.<\/p>\n<h2><strong><span style=\"color: #d00000;\">.<\/span>onSales B2B: just like your home banking app<\/strong><\/h2>\n<p>This B2B commerce service is the same one that, as consumers, we have appreciated for years in home banking apps. We know we have in our pockets a tool that opens up <strong>an incredible window of services and information<\/strong>, allowing us to:<\/p>\n<ul>\n<li>keep <strong>a full history of all your documents<\/strong>, organised neatly and easily searchable<\/li>\n<li>make <strong>payments directly from your phone<\/strong><\/li>\n<li><strong>interact with the service provider<\/strong> without having to pick up the phone or wait to speak with a customer service operator<\/li>\n<li><strong>state your preferences<\/strong> or sign up to new contractual terms<\/li>\n<li><strong>analyse your purchasing profile<\/strong> so you can be advised on how to buy better<\/li>\n<\/ul>\n<p>The data is there\u2014and often there\u2019s more than enough\u2014but when an application organises it in a way that makes even just some of the above options easy for you, then <strong>we are no longer talking about e-commerce, but about an ecosystem<\/strong>.<\/p>\n<p>It\u2019s a kind of <em>portable metaverse<\/em> in your pocket, a service so convenient that you will hardly want to give it up to switch easily to another provider.<\/p>\n<p>So please,<strong> let\u2019s stop calling it B2B e-commerce<\/strong> \ud83d\ude09<\/p>\n<p><strong><div class=\"custom_button\"><a href=\"https:\/\/aton.com\/en\/onsales\/\" class=\"dropbtn mx-auto _slim\" title=\"Explore our omnichannel sales solution\" target=\"\" ><div class=\"dropbtn_content\">Explore our omnichannel sales solution<\/div><div class=\"dropbtn_drop\"><i class=\"sn_sprite _button_drop \"><svg viewBox=\"0 0 147 64\"><use xlink:href=\"\/wp-content\/themes\/aton\/assets\/images\/icons.svg#button-drop\" \/><\/svg><\/i><\/div><div class=\"dropbtn_spacer\"><\/div><\/a><\/div><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B commerce: why your company should adopt it It\u2019s been at least five years since companies with turnovers ranging from \u20ac50 million to \u20ac1 billion have asked us to set up a complementary digital channel to support their sales networks in: establishing an ongoing relationship with their customers, even when they are not physically present [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":50835,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"class_list":["post-75469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","keyword-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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