Creating a B2B E-Commerce Business Case

Creating a B2B E-Commerce Business Case

Creating a B2B E-Commerce Business Case

It is easy to understand the fundamental reasoning behind creating a B2B E-Commerce Business Case.  The simplest reason is the business case is a way to communicate and sell the value of your B2B E-Commerce project internally. I completely agree.  However, best in class B2B companies use their business case for much more than just selling value.

The B2B E-Commerce Business Case is a Key Tool for Success

For those best in class companies, the business case becomes a central tool throughout the lifecyle of the project.  Walk the halls of these companies and we hear things like:

  • “The business case is the tool that helps us prioritize the features that we are building.”  Each feature is evaluated according to how it will affect the business case and the return on investment.
  • “The business case provides all of our teams a common language.”  Semantics are hard – especially between Marketing and IT.  The business case defines the semantics by which the company talks about their e-commerce projects.  It helps everyone get on the same page.
  • “The b2b e-commerce business case helps us measure our success.”  KPIs are built on what the business case stated.  Everyone has a common semantic language, so we understand the actual measurements and what they mean.  And even how to make them actionable.

Business Cases Require Great Questions

By asking strategic questions, you uncover the real challenges your organization is facing.  Probe for why things are done the way they are, and the history behind different business processes.

Creating a B2B E-Commerce Business Case

I like Math, and believe a great way to visualize and communicate the business case is by using formula. Here is my business case / ROI formula in two simple parts.  Two parts because the first is a generic formula that applies to most E-Commerce.  The second part truly represents the B2B digital experience .  The formula is purposefully simple, to accommodate a number of business models within B2B.

Part 1: For Everyone

b2b e-commerce business case part 1Traffic times conversion times average order value (AOV).  A simple formula that most of us have used at some point online.


Every analyst report talks about how B2B buyers still use Google to research their products.  You want to maximize all available and relevant traffic to every piece of content on your site.  Not just every page.  Every single piece and fragment of relevant content on the site.  The website needs to be Search Engine Optimized, and [gulp] most of the time that means moving the catalog from behind the login screen.  That doesn’t necessarily mean giving access to pricing and inventory, but make sure the search engines can find the basic product information.   Traffic is about building your funnel really really big.


Once the B2B user finds the site, products, and content via search engines, we must direct them to what they are looking for in as few clicks as possible. You don’t know what your customers are looking for (or problem they are trying to solve) and even you knew what they were looking for you don’t know how they want to find it.  70% of people coming to your site want to use a search box.  MultiChannel Merchant wrote recently, when asked to cite the top features or functions they would most like from suppliers in the selling process, most business buyers chose enhanced search functionality on their website (60%).  Conversion starts with search and navigation and ends with a simple and intuitive transaction.  One page checkout, one click checkout, multiple payment methods (invoice, PO, credit card, etc.).


A lot has been written about how to increase average order value (AOV).  Merchandising, bundles, kits, cross-sell, up-sell, related products and cross reference.  AOV is about maximizing the value of the order.

Part 2: The B2B E-Commerce Business Case

b2b e-commerce business case part 2


In my article The Secret to B2B E-Commerce, I articulate that the biggest difference between B2B and B2C is that the people that visit a B2B site have to be there because it is their job. And B2B users want their job to be easy. If B2B companies give their customers the tools that make their job easier, their customers will come back to the site again and again. Those tools of course include the previous elements of the formula: Google, search and navigation, intuitive transaction, and product relationships. B2B companies should consider giving customers tools that are outside of the purchase funnel such as:

  • Order Status and transparency into supply chain
  • View, print, download, and pay invoices
  • Bill of Materials (BOM), assemblies and sub-assemblies
  • View, print, download past orders and products

This is probably the most exciting and most innovative part of B2B E-Commerce.  B2B companies should strive to know their customers deeply. They can do that through usability testing, customer interviews, and just visiting them and watching how their customers do their job.  Give them the tools to do their job easier and they will come back.


B2B enterprise are complex. They have complex customers, products and systems.  It is critical to take the complexity of the business into account when you create the business case.  Resources and vendors have a cost. The ERP system plays a significant role in the customer experience. Integrating the ERP systems(s), CRM system(s) and other back end systems is complex and resource intensive.  Include all of the cost of integration to your back end systems.

Equals What?

This is a formula,  so the b2b e-commerce business case formula should have two sides.  The great thing about e-commerce is that most of the time the Return on Investment (ROI) is equal to REVENUE.  Sometimes this revenue is channel shift but it can also be about new markets. New markets can take on may different shapes and sizes.  A new market could be:

  • New industries
  • New product lines
  • Used products
  • Parts

But it almost always equals revenue.


Use the b2b e-commerce business case as a central tool to sell projects, communicate, and prioritize along the way.  This is just a simple formula.  Your b2b e-commerce business case will be unique to you.  You may use different words.  You may make it more complex by expanding the formula or you may simplify it.  Creating a B2B E-Commerce Business Case is vitally important.

Create one, use it, and let me know how it goes.

I talk about part of the business case here:

This is Chapter 2 in The Guide To B2B E-Commerce.
Chapter 3: Review the Best Example of B2B E-Commerce

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