Typical B2B:
Webshop vs Order Portal

In this blog series, we focus on the most distinctive features of B2B commerce—the features that can be called typically B2B. Today, we discuss ‘Webshop vs Order Portal’ and examine how these options align with the specific needs of customers.

When it comes to developing and implementing B2B commerce environments, Madia can call itself a true specialist. Over the last 17+ years, we’ve seen many B2B commerce cases, each with its own unique use cases and requirements.

My name is Falco van der Maden, and I am the founder and CEO of Madia (LinkedIn). With nearly two decades of hands-on experience in the B2B commerce industry, I have worked with a diverse range of businesses, from small enterprises to multinational corporations. My journey in this field has equipped me with an in-depth understanding of the challenges and opportunities that businesses face when making choices in the complex world of B2B commerce.

Throughout my career, I have been dedicated to helping businesses optimize their B2B platforms to drive growth, improve efficiency, and enhance customer satisfaction. I am passionate about sharing my knowledge and insights to help others succeed in B2B Commerce.

In the world of B2B commerce, different approaches to online sales of products are needed depending on the type of product and market, significantly varying a company’s needs. This distinction in needs requires specialized online solutions: some companies benefit from a webshop, while others are better served by an order portal. But what are the core differences, and how do you know which option is best for your business?

The B2B Webshop: Broad and Accessible

A webshop is ideal for businesses where B2B customers behave similarly to B2C customers. These customers are often looking for products, like to be inspired, are sensitive to deals, and base decisions partly on shipping costs. For this audience, it’s crucial to have an online environment that matches these needs.

Features of a B2B webshop include:

1. A wide range of products that appeal to a diverse customer base.
2. Advanced search and navigation features to easily find desired products.
3. Upselling and cross-selling opportunities to stimulate sales.
4. Continuous promotions to attract and retain customers.
5. An open platform where all companies can easily make purchases.
6. Optimized for search engines to enhance findability.

An example is a carpenter looking to buy a new drill, potentially swayed by an attractive offer on a specific brand.

The B2B Order Portal: Specific and Streamlined

For companies that know exactly what they need, when, and how much, an order portal provides a more tailored solution. These systems are often set up for customers with whom long-term relationships and clear agreements about products and prices exist. This can involve companies that use the products themselves, but certainly also includes companies that resell the products, such as wholesalers and retailers.

Features of an order portal include:

1. A selection of products specifically chosen for the buyer.
2. Direct access to clear overviews of these products and recently ordered items.
3. Limited or no checkout procedures as customer details and payment arrangements are already known.
4. A closed environment that requires login, ensuring security and specificity.

An example is a soft drink manufacturer that orders large quantities of plastic bottles monthly to ensure production continuity. But it also refers to a wholesaler or distributor who purchases products from the manufacturer.

The Hybrid Solution: The Best of Both Worlds

In practice, it often happens that neither system fully meets the requirements. In that case, a hybrid model is often chosen, which provides the flexibility to deploy elements of both systems as needed. This model enables customers to place orders quickly through a personalized portal, while also offering opportunities to discover new products and attract new customers, whether or not following an approval process.

Conclusion

Choosing between a webshop and an order portal depends greatly on your customers’ specific needs and the nature of your products. By selecting the right online sales strategy, you can not only operate more efficiently but also build and maintain better customer relationships. Considering a hybrid solution can be a flexible and future-proof choice.

In this “Typical B2B” blog series, we continue to explore the nuances of B2B e-commerce. Follow us to gain more insights into how you can optimize your B2B strategies for maximum impact.

Madia

Madia is a commerce solution provider for more than 17 years. Our experience in B2B commerce implementations is extensive. We’ve seen many different use cases and with that, a broad verity of requirements. Our team of experts always, in collaboration with our customer will find the best solution to each of customers needs.

Madia works with the best B2B commerce tools available on the market. Tools that from within the core have been developed to fulfill all the typical B2B needs in commerce.

As a Gold partner of Orocommerce we have, in addition to our experience, one of the best B2B commerce solutions for successfully developing and implementing your B2B commerce platform.

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