Ecommerce is experiencing a radical shift in the business environment today, with consumer behavior changing at a rapid pace. Hence, marketers are constantly pushing themselves to optimize their strategies to drive more sales and increase ROI in the long run. This is where a hybrid ecommerce platform can help leverage the potential of two powerful marketing approaches – B2C and B2B.
To survive in today’s cut-throat competitive business environment, it is important to expand into new markets to survive and grow. According to a study by Diffusion, 81% of U.S. consumers plan to shop Direct-to-Consumer brands in the next five years.
While B2C companies have taken the giant leap to optimize their D2C selling experience, B2B is yet to follow that direction. On the other hand, B2C needs to be more specialized today to adopt digitization and leverage cutting-edge technologies to reach more target audience, including companies.
Hence, it becomes apparent that dedicating to these ecommerce solutions individually may not render the desired ROI – particularly in today’s fast-changing business environment when you need to evolve, adopt, and grow. Instead, you need a more powerful and effective strategy that enables you to leverage the potential of both – B2C and B2B – and target “individuals” and “businesses” from a single platform.
That is where a hybrid ecommerce platform comes into picture!
What is a Hybrid Ecommerce Platform?
Hybrid ecommerce provides businesses with a single and intuitive dashboard that meets the needs of both B2C and B2B markets – with shared product information, data, design layout, and content. This enables businesses to deploy the sales strategy more effectively and faster across multiple markets – B2C or B2B.
Rather than developing a new platform or creating marketing strategies out of scratch every time, you can simply switch to another platform, integrate product configurations, and begin selling. B2C and B2B ecommerce businesses do not just target two different set of audiences; they have major differences in terms of order size & volume, customer acquisition & retention, and customer lifetime value.
If you are considering expanding your business operations and target a broader audience base, then adopting a hybrid model is the best option. Hybrid ecommerce marketing is most suitable for companies that has a unique business approach, targeting both individual consumers and other businesses.
Reasons to Leverage a Hybrid Ecommerce Platform
Know why hybrid ecommerce will emerge as an important ecommerce trend in 2022 that businesses should watch out for.
Managing a Single Database
When you adopt the hybrid model, your target markets are different. However, the basic product specifications or the marketing strategy tend to be quite similar. Maintaining multiple product catalogues or creating content to target both the ecommerce platforms can be time-consuming and highly inefficient.
Hybrid ecommerce marketing enables you to keep a single database of shared content and designs that can be seamlessly personalized and delivered to audiences across different platforms.
The hybrid model allows you to deliver unique user experiences through multiple interfaces and depending on the audiences visiting your ecommerce store. It provides two different ways of presenting the products to different market segments.
Leverage a wide range of multi-channel capabilities that allow you to align your physical and digital stores as well as retail partners. This will enable you to know your customers better by monitoring their behavior over different touchpoints, both physical and digital. Knowing the buying behavior and interests of your customers through a hybrid ecommerce platform allows you to create more relevant and personalized experiences.
Saving Time and Resources
Using a hybrid platform also makes sense because it helps save time and resources in duplicity, providing a more streamlined way of implementing your marketing campaigns for different users. For example, when building an ecommerce store, it is important to offer a simple and hassle-free checkout process. The hybrid platform makes this easier.
As the lines between B2C and B2B are blurring, a hybrid platform ensures that your business is ready to adapt to the fast-changing marketplace, without the need to re-platform. You have the ability to scale knowing that your ecommerce marketing service will cater to both types of markets – B2C and B2B. Hence, make your business future-proof with the right hybrid ecommerce platform.
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