December 20, 2018
There are many complexities to running a B2B business that stand out from B2C eCommerce and other forms of selling online.
From processing complex orders, improving user experience, and optimizing your site for inbound marketing, a lot goes into managing an eCommerce website.
While it can often seem like a journey of trials and errors, there’s no doubt that your business will benefit from having a greater presence online. It’s time to set your sights on writing your own eCommerce success story.
Be inspired by these 10 brands that have turned to eCommerce to grow their businesses.
10 Inspiring B2B eCommerce Brand Stories
The success of your B2B eCommerce business relies not only on designing a great website and adding a few calls-to-action.
From choosing the right eCommerce platform to branding to showcasing your products, a lot of planning and strategy goes into creating an attractive and lucrative online store.
Learn from these 10 brands how they mastered the art of selling online, gaining brand awareness, and even doubling their business revenue.
1. The Global Expansion of Rubik’s
Everyone knows the Rubik’s Cube is the #1 selling puzzle game in history. So when Rubik’s decided to take their business online, they knew that they had the opportunity to broaden their reach and increase their revenue.
According to Rubik’s eCommerce and Digital Marketing Director, Fabrice Druelle, Rubik’s was in the market for an eCommerce platform that would allow them to scale their business and expand to new countries.
“We needed a scalable solution… with a high level of flexibility,” said Druelle.
With Magento Commerce 2, Rubik’s was able to launch quickly. Within four months, their customer experience moved from a catalog-based site to a more interactive experience–with more options for toy distributors, fresh content, a new check out process, and a wider range of features.
Their (UK) revenue increased by 150 percent in the first six months and their conversion rate doubled.
In Rubik’s case, choosing a more flexible and scalable eCommerce platform enabled them to grow their business significantly and offer a better experience to their distributors and customers.
Read the full Rubik’s case study.
2. Planning for the Future with HP
HP manufactures computers, workstations, and printers for businesses and consumers alike.
When they decided to expand their Asia-Pacific division (and open five online stores), they realized they needed an eCommerce platform that was future-ready but still had a “local feel.”
HP turned to Magento Commerce for a platform that could support multiple stores globally. With the best in site navigation, design templates, and on-site security, Magento was an obvious choice when it came to expanding their B2B eCommerce website.
Creating several new online stores in different regions came with its own set of obstacles–particularly in terms of content, processing payments, and language translation. With the right eCommerce platform, the transition was made seamless and the payoff was significant.
The result was a more “local” feel for users online and a movement of 23 percent of users opting to purchase their products online as opposed to at an in-person store.
Read more about HP and their success with Magento Commerce.
3. Building Projects Made Easy with Selco
Selco Builders Warehouse is a British brand that connects building contractors and tradespeople with building material products.
As a B2B sales company that values digital expansion and creative advertising, Selco utilized the Magento eCommerce platform to connect with businesses online. However, they recognized that contractors are busy people, so they wanted to eliminate the headaches of searching for materials and tools in a vast catalog.
To help users find what they need faster, they created the Project Tool App. This app assists tradespeople with project management, finding products online, and communicating with their team, no matter where they are.
Selco was able to see a gap in the market for something that would connect their customer base with what they needed, faster. By discovering new ways to invest in digital technologies, they were able to generate 600,000+ more website visits, sell more products online, and create an all-in-one solution for their customers.
Learn more about this Selco innovation.
4. A BAUHAUS B2B Empire
BAUHAUS is a well-known German home improvement company with a legacy of quality products and over 250 stores across Europe. They specialize in home improvement, gardening, tools, and outdoor living.
Their B2B eCommerce journey started with Magento in 2011 when they first opened their online store. BAUHAUS has grown to offer over 50,000 products and has seen a 296 percent increase in online revenue (since 2015).
By taking their longstanding business online, they were able to increase their reach, offer more products, and even see a 376 percent increase in conversion rates. There’s is a lesson in keeping up with the latest technologies and seeing the potential in expanding to new platforms.
Read the entire BAUHAUS story here.
5. A Cool B2B Solution for Watsco
When things heat up in the summer, you need a cool solution. But when business started heating up for the HVAC company Watsco, they needed a cool way to expand their business online.
With Watsco, AC installation is just a call or click away. They order the parts, install it, and provide everything you need to feel chill and relaxed.
Watsco also helps contractors in the HVAC industry do their jobs more efficiently by connecting them with the supplies that they need and forging partnerships to increase revenue.
Their B2B eCommerce strategy has resulted in 50 percent growth year-over-year, expansion to 500 locations, and over $900 million in sales.
Paul McCluskey, the Director of eCommerce at Watsco, said of Magento:
“The goal was to find a platform that had a large community of resources to draw from, was capable of enterprise-level order volumes, was backed by a leadership team with a solid industry reputation and a passion for driving innovation... Magento matched all of these criteria.”
6. Fixing Complex Problems for Vink VTS
Vink VTS is a plastics company that delivers a wide range of plastic materials to businesses. The industries they serve include construction, manufacturing, automotive, medicine, transportation, and many others.
While they have dominated the space, serving over 120,000 customers online and beyond, they needed to address some complex issues in their business to provide a better experience and generate more revenue.
They needed to move from their existing tailor-made platform to something more agile. So, they built a new Magento Commerce platform. This allowed B2B customers to see all deliveries, order, and invoices online in real time.
This re-working of their eCommerce platforms allowed for more flexibility and overall scalability. The result was a 160 percent increase in website orders and a movement from internal sales calls to online orders.
Find the full Vink VTS case study.
7. Double the Sales for Rubie’s Costumes
Have you ever dressed up as your favorite movie or television show character for Halloween? If so, it’s likely that you wore a costume made by the costume manufacturer Rubie’s.
Rubie’s is the largest manufacturer of licensed costumes in the world and absolutely dominate their industry. From Star Wars to superheroes, more than 50 percent of all character costumes are made by Rubie’s and distributed to costume stores across the world.
While Rubie’s does sell costumes direct to customers online, B2B sales are their main focus. By updating their eCommerce operation, they have been able to reach more party stores and re-sellers.
They have since been able to double their online orders year-over-year through allowing users to place orders online. This has resulted in a faster purchasing process and a better user experience.
8. Going Modern with Steelcase
Sometimes businesses just hit a roadblock when it comes to their existing eCommerce platform. Maybe the backend is clunky, features are limited, their website is lagging, or it just makes scalability difficult.
Steelcase, a B2B company in the office furniture industry, ran into a few of these issues with their existing platform and decided they needed to make a change. They needed something modern and flexible.
Since Steelcase serves customers of all sizes and works with a wide network of dealers, it was important that their eCommerce site showcase their vast range of build-to-order products and ordering options.
A shift to Magento meant offering over 25 quadrillion (yes, you read that right) SKUs expanding to 1,000s of new B2B websites.
“Magento is a modern, flexible platform that allows us to present our complex product offering to customers in a friendly, approachable, and easy-to-understand way. It’s aligned with our brand and what customers expect from a modern online shopping experience.” – Steelcase eBusiness Platform Manager
9. Better UX for Intelligentsia Coffee
Everyone loves a good cup of Joe. Intelligentsia, the Chicago-based coffee retailer, delivers the best coffees from Central America, South America, and beyond to their customers and distributors.
Their success is built on solid relationships with growers and their high standards for responsible, ethical farming.
Since they also sell coffee to grocery stores, restaurants, and wholesale businesses (in addition to B2C), they needed an eCommerce platform that could accommodate all kinds of orders.
To unify their B2B and B2C business, they worked to combine multiple product catalogs on the backend. This streamlined the process for customers and also resulted in a better, more mobile-friendly user experience. With Magento Commerce, Intelligentsia was able to integrate their sites seamlessly with their existing systems.
A better purchase experience led to a 16 percent increase in mobile transactions, a 40 percent increase overall, and their conversion rate increased by 20 percent. Big wins for these coffee connoisseurs.
10. Rainbow Treecare Goes National
Rainbow Treecare, a tree and plant health care company, wanted to take their business international. They used Magento Commerce 2.2 to make it happen.
Their B2B sales business consists of developing a range of healthcare products for tree care professionals, landscapers, and government agencies. They provide affordable, sustainable solutions to caring for trees and plants in cities, neighborhoods, and beyond.
They were looking to grow their eCommerce business by expanding internationally and having a more enhanced online presence. While their existing presence was more about education, they started implementing online ordering.
“The goal was to extend the backend API to enable communication between [all] systems, so that all customer, product, and order information... could be shared with Magento. It also connected Magento with existing credit and payment processing capabilities, so customers could easily place online orders for the first time.”
The new website opened up new markets to Rainbow Treecare, allowing them to process more orders than ever before and increase their revenue. Now customers everywhere are accessing their site via mobile and are even ordering outside of regular business hours.
Lessons from Top B2B eCommerce Brands
Countless brands have taken their businesses online, opening online stores and investing in their own B2B eCommerce platform.
The success of these brands depends on a combination of the right platform, the right message, and the right marketing strategy. The case studies above represent B2B companies that understand the necessity to keep up with the changing times and the value in providing new solutions to complex problems.
The top B2B eCommerce brands know how to:
- Fill the gaps and solve problems for their customers
- Provide valuable, educational content
- Save time and money for themselves and their B2B customers
- Expand to new markets and offer innovative products
- Choose an eCommerce platform that will evolve with their business
- Invest in digital technologies
- Increase brand loyalty through better customer support
- Keep up with business trends, events, and the latest marketing strategies
- Stay true to their brand message, legacy, and mission
Looking to grow your B2B business online? See more eCommerce Case Studies from Magento.