With the technological solutions available today, it is possible to have an e-commerce platform that serves different audiences, which means that the company can sell online both in the B2B market and adopt other sales models.

In this context, the main thing is to understand the process of digital transformation of the corporate environment, which implies using digital resources to expand business possibilities.

What are the advantages of having e-commerce?

Reflecting on the benefits that e-commerce can generate for the industry, one of the most important is certainly the possibility of greater contact with its end consumers.

This is an extremely relevant issue, especially when we consider that, increasingly, sales must be based on the relationship maintained with the customer.

Starting from this premise, we must consider that the consumer is in charge. That is, the decision of where and how to buy must come from him.

In this sense, a successful company is one that manages to expand contact opportunities with its audience, allowing them to choose which channel they prefer to relate to the brand.

It is worth noting that this change in consumer behavior did not happen by chance. It has been determined by a number of factors, such as easier access to information about products and services.

Today, consumers not only have more information available about companies, they can also compare the solutions of each company and also know the opinions of other customers.

In this more “fluid” environment, it doesn’t make much sense for the industry to miss the opportunity to get closer to its customers, as this knowledge is often important in developing support strategies for its dealer network.

In summary, we can say that the industry benefits from achieving:

* increase your market share;

* maintain direct contact with customers;

* do business with a higher profit margin;

* and seek greater stability and brand control.

What is the relationship with retail?

As we have already mentioned, the manufacturer can obtain several advantages by establishing the direct sale of its products. However, given the nature of the industry’s business, it is obvious that the importance of preserving the relationship maintained with partners cannot be ignored.

For this, the first step for those who decided to have e-commerce is to have technological solutions that meet the specific demands of the business.

Thus, conflicts are avoided and the win-win relationship is valued, expanding the possibilities of sales and contact with the final public.

To act in this way, it is necessary to study which business models will be adopted: B2C (Business to Client), B2B (Business to Business), B2B2B (Business to Business to Business) etc. Each model has its application, advantage, and characteristic.

When choosing an e-commerce platform, it is important to consider a solution that has:

Partner management. Thus, it is possible to select the distributors that will make the delivery, choosing them, for example, according to the linked zip code range.

Restricted product. With this option, the consumer can have restricted access by profile, being obliged, for example, to contact the store to access information and complete the purchase.

Import of ICMS rules. The administrator can import his ICMS rate table and define for which customer profile (B2B/B2C) it will be released.

Why is e-commerce important?

In addition to the factors related to the day to day of the company, it is important to consider that joining e-commerce means access to a modality that grows exponentially.

Online sales took a huge leap in 2020 and, as the Netrust report confirms, growth remains high in 2021.

According to the study, during the first quarter of 2021, 78.5 million online purchases were made, an increase of 57.4% compared to the same period last year.

This amount of purchases resulted in revenue of BRL 35.2 billion for e-commerce between January and March 2021, an increase of 72.2% compared to 2020.

Expectations are promising for the coming months, not least because the sector saw a 43.9% increase in the number of unique consumers: 22.8 million people made their debut in shopping via digital platforms.

In addition to the increase in demand from the public, it is also important to highlight the fact that the industry can, by adopting e-commerce, improve its management processes.

This happens almost naturally, as the tools that can be used to control sales multiply.

And this facility is not restricted to the website, but reaches all channels: mobile, WhatsApp, social networks, telesales and marketplaces.

With all processes duly registered on a single platform, the efficiency of the operation tends to increase, even due to the possibility of carrying out specific actions for each channel.

As you have seen, there are no more restrictions for the industry to adopt e-commerce. With proper planning, it is possible to diversify the operating models, including preserving the relationship with business partners.