E-commerce has experienced exponential growth in recent years, they have developed new eCommerce solutions for an effective technological ecosystem, promoting new techniques and digital business strategies, becoming one of the main sales channels for B2B companies such as B2C.

In this article, we'll explore the challenges of eCommerce and explain what are the most effective solutions to overcome them. In addition, we will analyze the essential tools, those that every online business must have to ensure its success and finally we will address the main digital marketing techniques for the sector. A very comprehensive guide that will enrich your digital commerce strategy. Let's do it!

E-Commerce Challenges

Before we face the challenges of an eCommerce, it is important highlight the difference between the different business models: B2B and B2C. 

In a B2B environment, transactions are carried out between companies, so eCommerce acts as a “self-service portal” for wholesalers and distributors. Sales tend to be of greater volume and value, with lasting business relationships, long-term contracts, and a focus on efficiency and process automation.

In a B2C eCommerce, transactions are carried out between the company and the final consumers, are of lower volume and value, with a greater number of individual transactions, and are focused on the shopping experience, the ease of browsing the website and the customer support.

eCommerce, whether in its B2B or B2C modality, faces several challenges that must be effectively addressed. Some of the most common challenges include:

Increased competition

The proliferation of online stores has led to a significant increase in competition within the eCommerce world. To stand out from the great competition, it is necessary to have effective marketing strategies, according to the needs of your market, as well as with the right tools.

Safety and trust

Customers are concerned about the security of their data and the protection of your online transactions. Online businesses must implement robust security measures to gain the trust of users.

Logistics and shipping

The efficient management of inventory and delivery Timely product availability are critical aspects in e-commerce. Count on eCommerce solutions that optimize logistics processes is essential, not only to ensure a smooth shopping experience, but also to keep the stock of products up to date.

User experience

Consumers expect an easy, fast online shopping experience and a high level of personalization in terms of products, prices and conditions.

Provide a intuitive interface and smooth navigation is essential for attracting and retaining customers.

For B2B eCommerce it is also very important to have the ability to offer custom product catalogs, individually negotiated prices, volume discounts and specific payment terms. Achieving this customization requires robust systems and processes.

Integration with internal systems

Companies that sell online, especially with B2B models, often have complex internal systems:

• Inventory Management Systems
• Enterprise Resource Planning (ERP) Systems
• Customer Relationship Management (CRM) Systems
• Product Management Systems (PIM)

Integrate an eCommerce with different software solutions can be a major technical challenge, but it is essential to ensure data synchronization and operational efficiency. Nowadays, this integration process is easier and faster thanks to the New composable technologies, we will talk about the topic later.

Technological maturity

A challenge directly related to the industrial sector and its digital evolution, therefore, with e-commerce strategies for B2B companies.

Although the adoption of technology in the B2B field has been increasing, many companies still face challenges when implementing eCommerce solutions or new systems to simplify their business management operations, such as:

• Overcoming organizational resistance to change
• Integrate legacy systems with new eCommerce solutions
• Empower the person
• Ensure data security and regulatory compliance

Overcoming the challenges mentioned above involves create a comprehensive strategy that involves planning specific marketing actions for each business model, the appropriate selection of eCommerce solutions, staff training and collaboration with suppliers who are experts in technology and digital development. ‍

Essential tools for your eCommerce

The adoption of eCommerce solutions and their effective integration into business processes and strategies can boost efficiency and the achievement of objectives, as well as improve the customer experience and provide competitive advantages.

Here are the best tools for an effective eCommerce solution ecosystem:

PIM: product information management

Un PIM system centralizes and organizes all product data in one place. It facilitates the management and updating of product information in multiple sales channels, improving the consistency and accuracy of data, as well as product catalogs.

CDP: customer data platform

Un CDP allows you to collect, organize and analyze customer data from a variety of sources to create detailed profiles in real time. This helps to improve personalization and segmentation in marketing strategies, as well as to provide more relevant experiences to customers.

ERP: enterprise resource planning

In the context of an eCommerce, an ERP can facilitate efficient supply chain management, billing, accounting, and other operational aspects.

OMS: order management system

An order management system centralizes and automates the order management process in an eCommerce. It allows order capture, inventory management in real time, shipment tracking and coordination of multiple sales channels, ensuring a seamless shopping experience.

CMS: content management system

A CMS makes it easy to creating and editing content on the eCommerce website, including the presentation of products, descriptions, images and information pages. This makes it possible to keep the site updated and optimized for the search and the user experience.

Internal search engine

An internal search engine allows users to search for specific products within the eCommerce catalog. This tool improves navigation and makes it easier for potential customers to quickly find what they need, improving user experience and conversion rates.

Payment gateway

A secure and reliable payment gateway is essential for process online transactions. It must support different payment methods and comply with security standards to ensure the protection of customer financial data.

Composable commerce: a modern and efficient technological approach

‍More than a tool it is a new, modern and flexible technological approach to build e-commerce experiences. It is based on the idea of decomposing the capabilities and functionalities of electronic commerce into independent and reusable microservices, which can be composed and combined according to the specific needs of each business.

Instead of relying on a monolithic and closed e-commerce platform, Composable Commerce allows companies to use a modular and scalable architecture. This means that you can select and combine different useful solutions for efficient eCommerce, coming from different providers and connecting them through APIs.

Marketing for eCommerce

El marketing plays a crucial role in the success of an eCommerce, whether B2B or B2C, thanks to specific actions you can improve brand visibility, nationally and internationally, as well as boost conversion.

Here are the most effective techniques:

SEO: Search Engine Optimization

SEO, is a fundamental marketing technique to increase visibility from your online store. Performing keyword research, creating relevant content and obtaining quality links are some important practices for improving rankings in search results.

If you are looking to optimize your positioning in Google and other search engines, you can access our definitive guide to SEO for eCommerce.

Inbound Marketing

El Inbound marketing effectively attracts, engages and converts customers through concrete actions such as creating valuable and relevant content, email marketing and automation strategies, as well as lead generation through forms and calls to action (CTA). It focuses on creating satisfying long-term relationships and building customer loyalty.

Create valuable and relevant content for your audience it's a great way to attract and retain customers. Create blogs, guides, tutorials and other useful resources that position your brand as a benchmark in your industry.

Paid advertising

La paid advertising provides you with the opportunity to increase brand visibility and reach, allowing you to reach a wider and more specific audience. In addition, it allows you to perform precise segmentation to target your ads to relevant and qualified audiences, increasing the chances of conversion.

Paid advertising is an effective strategy to boost traffic, increase sales and improve the visibility of an eCommerce in a competitive environment.

Social networks

Social media is a powerful marketing tool for e-commerce. Use platforms such as Facebook, Instagram and LinkedIn to promote your products, engage with your followers and reach new customers through online advertising.

Measure the success of marketing actions in your eCommerce

It is clear that what is not measured, cannot be improved. That's why it's important to have clear metrics for evaluate the performance of marketing actions in your eCommerce and GA4 is an excellent analysis tool.

Some of the metrics, or KPIs, to consider for the efficient measurement of your eCommerce may be the following:

• Conversion rate
• Bounce rate
• Cart abandonment rate
• Return on investment (ROI)
• Cost per acquisition (CPA)
• Customer Lifetime Value (CLV)

As you've seen, e-commerce presents significant challenges, but it's possible to overcome them and achieve business success with a digital strategy driven by an ecosystem of eCommerce solutions that meets the specific needs of your company.

If you are looking for a technology provider who is an expert in eCommerce or to improve your digital business strategy to stand out from the competition, do not hesitate to contact us, our team will be happy to advise you in the best way.