Can I combine my B2C and B2B e-commerce in the Viskan E-commerce Platform?

More and more businesses are combining their B2B and B2C e-commerce to reach more buyers and new markets through a streamlined buying experience for all their target audiences. But managing two separate platforms means twice the work, twice the updates, inconsistent brand building and rising costs.

With the Viskan E-commerce Platform, you can use the same platform for both business models to save time and sell more efficiently. In this article, we’ll show you how to combine both B2C and B2B in the Viskan E-commerce Platform for more efficient e-commerce and a better customer experience.

Tailor the buying experience for B2B and B2C e-commerce from the same product data

One of the big advantages of the Viskan E-commerce Platform is that it’s not just a powerful solution for your B2C or B2B e-commerce. The platform gives you equally strong support if you want to combine both business models in the same platform. You get the features you need to manage both B2B and B2C, while working from a shared product database. That lets you manage all product data (texts, images, attributes, variants, stock and more) in one and the same platform and show the same product in both your B2C and B2B e-commerce. But with unique price lists for different customer categories and customers, as well as availability and content based on customer group. With minimal extra work on your side.

The centralised product information in Viskan PIM also makes things easier when you want to start selling in new markets. Just like with the shared product information for your B2C and B2B e-commerce, you don’t need to create separate products for each market. You simply choose country and currency and automatically get the right VAT when managing price lists. That makes it much easier for you to manage product data for multiple customer groups and markets.

Can I tailor the product range based on my B2B e-commerce in the Viskan E-commerce Platform?

What makes it so easy to combine your B2B and B2C e-commerce in the Viskan E-commerce Platform is that you work from the same storefront and product data, while giving your B2B customers a tailored product range through a logged-in customer portal.

Your business customers can see the products that are relevant to them, get the right prices and discounts based on their agreements, and order directly without having to contact a sales rep for pricing or a quote. You can also add a “request a quote” button alongside the buy button that is only shown to your logged-in B2B customers. This gives your customers a consistent and appealing buying experience, while saving you the duplicate work of building two separate storefronts.

Synchronise payment methods and campaigns with the same checkout flows for your B2B and B2C e-commerce

Using different platforms for B2B and B2C e-commerce also tends to create problems in the checkout process. With different platforms, you need to develop and maintain separate checkout flows, which increases the risk of inconsistencies between checkouts. Every new feature needs to be introduced twice, updates take longer, and it becomes difficult to synchronise campaigns, payment methods and integrations with other systems and services.

In the Viskan E-commerce Platform, you start from the same user-friendly checkout, but can tailor the checkout flow depending on whether it’s a B2C or B2B customer making the purchase. Viskan’s checkout supports payment solutions for both B2B and B2C, and in logged-in mode B2B customers can get tailored payment options such as invoice, automated card payments, instalments with customised credit limits and more. That gives all your customers the same seamless, self-service buying and payment process, even for complex B2B orders. At the same time, you only need to manage a single checkout and can focus more on optimising the buying experience for your different customers.

Make B2B e-commerce as smooth as B2C in one and the same e-commerce platform

The Viskan E-commerce Platform offers flexible user management, where multiple users can be linked to the same customer account. That could be administrators with overall access and visibility, or buyers and sales reps who represent several companies and can place orders. This makes purchasing collaboration easier, streamlines internal administration and creates a more joined-up purchasing process for your customers.

Your B2B e-commerce customers can also choose different delivery addresses from the same login, making deliveries smoother for larger business customers. By bringing the convenience and freedom of choice that define B2C into your B2B customer journey as well, you can simplify management and offer a smoother experience, something that really helps you stand out from the competition.

Combining B2C and B2B e-commerce in Viskan also lets you bring together the best of both business models so you can sell more. For example, the platform lets you offer quick repeat purchases based on B2B customers’ order history, so they can reorder just as easily as in B2C.

You also have the freedom to create an easy-to-navigate and appealing B2B e-commerce experience with a sales-driven B2C feel. With Viskan CMS and its simple content management without coding or limitations, you can tailor your marketing for B2C and B2B without switching between different systems. When you work in a single platform, you get more room for creativity and for building an engaging buying experience for all your customer groups.

Scalable solutions for both your B2C and B2B e-commerce in the same e-commerce platform

The Viskan E-commerce Platform is designed to make B2B e-commerce smoother and to support you if you want both your B2B and B2C sales in the same system.

Alongside the features and flows we’ve already covered, you also get this level of control through features and capabilities such as:

• Tailored frontend and backend experiences (order flows, personal customer messages and more) for different target groups.

• Seamless ERP and warehouse integrations. Viskan can be fully integrated with Visma, Microsoft Dynamics and other ERP systems.

• Support for real-time inventory management and warehouse automation.

• Automated contract-based ordering.

• Customer portals and self-service for B2B buyers.

• Tailored personal experiences for different buyer types.

• Built-in B2B components in CMS.

• Quote request functionality.

• Advanced user levels for end customers.

This makes the Viskan E-commerce Platform a very strong and user-friendly solution for complex purchasing structures and hybrid B2B and B2C e-commerce models. You get a scalable composable solution that gives you as much control as flexibility, because you can make changes yourself without coding skills. That lets you create an excellent customer experience for both B2B and B2C, while also running a more efficient business thanks to the platform’s high degree of automation. 

More than an e-commerce platform, a partner who understands both B2B and B2C e-commerce

Above all, when you choose Viskan, you get an experienced partner with expertise in both B2C and B2B e-commerce. We work closely with you to understand your conditions and goals so we can support you even better. Want to know more about how we can support your B2B and B2C e-commerce?