B2B in eCommerce: the new El Dorado?

Amazon recently launched its new B2B brand — ‘Amazon Commercial’ — for its growing B2B customer base, showing a large interest in this business.

Amazon is a champion of B2C sales, of marketing, of cloud storage…. but of B2B? Really? At first the idea sounds strange, and not serious. But the more you think of it, the more it does make sense. To the point that: I believe B2B sales will soon be the new eCommerce El Dorado!

Why do I say that?

For two reasons: first, the B2B market size is double the size of B2C, so the enormous potential of eCommerce in B2C, is actually dwarfed by that in B2B.

The second reason is the number of actors taking new eCommerce initiatives — not only Amazon, but also DIY and industry retail platforms. We are having more and more conversations not just with Amazon people, but with B2B brands wanting to protect their brand image and own the content — plus take a bite out of the growing B2B slice of eCommerce cake.

What are the benefits of B2B eCommerce?

There are two main parts: selling and buying.