UNIT-02

Consumer Oriented E Commerce

Electronic Retailing (E-tailing):
Electronic retailing has revolutionized the way businesses sell products and
services and how consumers shop. With the rise of the internet and digital
technologies, e-tailing has become increasingly popular, offering businesses new
opportunities to reach customers and providing consumers with greater
convenience and accessibility.

Electronic retailing (e-tailing) is an internet-based sales platform where consumers

are able to buy and sell goods online directly from a business without physically
inspecting the goods. When retailing is done completely online, organizations are
faced with a plethora of different challenges and difficulties when constructing
their business model. When designing an e-tailing business model, organizations
strive to capture market share by producing the best web pages which attract the
most shoppers and convert them to buyers. When selling products online, logistics
and distribution are of critical importance to ensure customers are satisfied with the
timeliness of delivery for their purchase. It directly correlates to why businesses
such as Amazon are focussed on finding ways to decrease shipping times and offer
options such as “one-day delivery.”

Electronic retailing, or e-tailing, refers to the practice of selling goods and services
online over the Internet. It involves the entire process of buying and selling
products electronically, from browsing and selection to payment and delivery.

E-tailing has become increasingly popular due to the convenience it offers to both
consumers and retailers. Customers can shop from the comfort of their homes, at
any time of the day or night, without the need to visit physical stores. Retailers
benefit from reduced overhead costs associated with maintaining brick-and-mortar
stores and can reach a global audience with their products.

Electronic retailing is a concept of selling goods and services using electronic

media via the internet. It is also termed e-tailing or e-retailing.

The process of e-tailing requires the company to capture internet sales by building
out different sorts of distribution channels.

It is the direct sale of information, products, or service via virtual stores available
on webs and sites as thousands of e-commerce sites are present on the internet
which is behaving like an extension of existing start-ups.

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Some ingredients are essential for e-retailing success such as an attractive B2C
(business to business) e-commerce portal, right revenue model, penetration of the
Internet, etc.

Features of e-tailing:
1. Ease of Use: This is the number one thing shoppers are looking for in an
ecommerce site: they want it to be easy to use.
2. Hi-res photos: Shoppers are looking for multiple views of an item in hi-res,
so they can see every detail. And we should mention that those hi-res
pictures should not take a long time to load. Adobe reports that 39% of
consumers will drop off if the photos take too long to load.
3. Mobile-formatted site: An ecommerce site is more successful if it’s friendly
to the mobile device user. In fact, Google lowered the boom on sites that
aren’t mobile friendly in 2017, and they don’t get the same SEO (search
engine optimization) considerations that mobile friendly sites do. That means
that your site won’t come up near the top in a Google search.
4. Free shipping: Is it worth it? Customers love free shipping so much that
they’ll spend 30% more on average if free shipping is offered.
5. User reviews: When shoppers buy a product they haven’t been able to touch
and engage with, they want to hear how other users like it. Encouraging
users to give reviews and featuring them prominently is important.
6. Secure payment options: Not only should there be secure payment options,
there should be cutting edge payment options. PayPal is passé . . . perhaps
ACH, WePay and Skrill are options you want to offer. Customers are always
looking for ways to keep their money and identity safe.

Electronic Retailing (E-tailing) Transaction Subcategories:

Regardless of whether a transaction is being conducted online or in person, there
are two specific subcategories of transactions that are executed. They are B2C and
B2B transactions, and they carry different implications when conducted in the
electronic retailing market.

1. Business-to-Business (B2B) E-tailing: Business-to-business (B2B) e-tailing

occurs when a business purchases a product or service from another business’s
website, for its own use or to use as a component in its own products. The business
model differs in B2B transactions when conducted online because fast shipping,
quality, and price become increasingly more prominent.

Generally, when a business purchases wholesale products online, they are buying
large quantities of goods. Therefore, it is important to negotiate reasonable prices
with fast shipping and safe handling.

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In order to develop the best e-tailing business model for B2B transactions, the
wholesale business must offer quantity discounts, reasonably fast shipping, and
ensure that the goods remain undamaged.

2. Business-to-Consumer (B2C) E-tailing: Business-to-consumer (B2C) e-tailing

transactions are when a consumer buys a product or service from a business’s
website, such as shoes off a sports apparel company’s website. The business model
differs in B2C transactions when conducted online because consumers are very
demanding and expect fast delivery and guarantees that the product’s quality
matches the online description.

This makes shipping times and handling standards very important in any
company’s e-tailing business model.

Types of Electronic Retailing (E-tailing):

There are two main types of businesses that offer e-tailing:

1. Pure Play E-tailers: Pure play e-retailers are the types of business that only
offer e-tailing and do not operate any sort of physical stores that customers
can walk into.
Examples of pure play e-retailers are businesses such as Amazon, Ali
Express, Ali Baba, and drop-shipping businesses.
2. Brick and Click E-tailers: Brick and click e-tailers are businesses that offer
both e-tailing and maintain physical brick-and-mortar stores that customers
can shop at.
Almost every brick-and-mortar business uses some form of e-tailing but
more prominent brick and click e-tailers that offer exceptional service
include Apple, Foot Locker, and Sport Chek.

Benefits of E-Retailing:
1. Global Reach: E-retailing allows businesses to reach a global audience without
the need for physical stores in multiple locations. This expands their customer base
and market reach, opening up new opportunities for growth and revenue
generation. By leveraging the power of the internet, businesses can connect with
customers around the world and showcase their products or services to a much
larger audience than would be possible with a traditional brick-and-mortar store.
2. 24/7 Availability: Online stores are open 24 hours a day, 7 days a week,
allowing customers to shop at their convenience, even outside of regular store
hours. This flexibility is a key advantage of e-retailing, as it ensures that businesses
can cater to the needs of their customers around the clock. This can lead to
increased sales and customer satisfaction, as customers can shop whenever it is
most convenient for them.

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3. Lower Overheads: E-retailing often involves lower overhead costs compared to
traditional brick-and-mortar stores. Without the need for physical storefronts,
businesses can save on rent, utilities, and staffing costs. This allows them to offer
competitive prices to customers while maintaining healthy profit margins. Lower
overhead costs also mean that businesses can invest more in other areas of their
operations, such as marketing and product development.
4. Increased Product Visibility: Online platforms offer businesses the opportunity
to showcase a wide range of products and services, increasing their visibility and
the likelihood of sales. By providing detailed product descriptions, images, and
customer reviews, businesses can help customers make informed purchasing
decisions and increase their confidence in the products or services being offered.
5. Ease of Transaction: Online payment systems make transactions quick, easy,
and secure, providing a seamless shopping experience for customers. This reduces
the friction associated with traditional payment methods and helps businesses
capture more sales. Additionally, online retailers can offer a variety of payment
options to cater to the preferences of different customers, further enhancing the
shopping experience.
6. Customer Insights: E-retailing allows businesses to gather valuable insights
into customer behavior, preferences, and buying patterns through data analytics.
This information can be used to improve products, services, and marketing
strategies, ultimately leading to better customer engagement and increased sales.
By understanding their customers better, businesses can tailor their offerings to
meet their needs and preferences more effectively.

Types of Electronic Retailing (E-tailing):

1. Online Marketplaces: Online marketplaces are platforms where multiple third-
party sellers can list and sell their products. Examples include Amazon, eBay, and
Etsy. These marketplaces offer a wide range of products, often at competitive
prices, and provide sellers with access to a large customer base. Customers benefit
from the convenience of shopping from multiple sellers in one place and can
compare prices and reviews easily.
2. Branded Online Stores: Branded online stores are websites operated by
individual brands or retailers to sell their products directly to consumers. Examples
include Nike, Apple, and Best Buy. These stores allow brands to showcase their
full product range and maintain control over the shopping experience. Customers
benefit from accessing the latest products and exclusive deals directly from the
brand.
3. Flash Sale Websites: Flash sale websites offer limited-time discounts on
selected products. Examples include Groupon and Rue La La. These websites
create a sense of urgency among customers, driving impulse purchases. Customers
benefit from significant discounts on high-quality products, while businesses can
quickly sell excess inventory.
4. Subscription-based E-commerce: Subscription-based e-commerce involves
customers subscribing to receive regular shipments of products. Examples include
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Birchbox and Dollar Shave Club. These services offer convenience and
personalized products based on customer preferences. Businesses benefit from
recurring revenue and customer loyalty.
5. Social Commerce: Social commerce involves selling products directly through
social media platforms. Examples include Instagram Shops and Facebook
Marketplace. These platforms leverage social networks to reach a broader audience
and facilitate seamless transactions. Customers benefit from discovering and
purchasing products within their social feeds.

Key Success Factors of Electronic Retailing:

1. Strong Branding: Effective online branding helps in optimizing presence, lead
generation as well as credibility and loyalty for the businesses using electronic
retailing e-tailing.
2. Unique Merchandising: As electronic retailing is a subset of e-commerce,
many other competitors may also use it for their business growth.
Unique merchandising helps brands in establishing their uniqueness in
the target niche.
3. Value Addition: Adding value into the lives of the customers and consumers is
one of the key factors of e-tailing. Brick and mortar businesses that use e-tailing for
promoting their products or services should always try to add value to the lives of
their audiences.
4. Competitive Pricing: Standing out of the competition needs distinct strategies,
and it also exists in electronic retailing e-tailing practices. Having competitive
pricing lets businesses beat other competitors that are also using or not using e-
commerce for their brand.
5. Better CRM: CRM or customer relationship management is one of the key
practices of e-tailing or e-commerce, as it helps in developing and nurturing
relationships with customers.
6. Better Distribution Efficiency: The success of an e-tailing business model also
depends upon its efficiency in channelizing the distribution of goods and services.
In an e-tail business, it is a must to optimize distribution efficiency.
7. Soothing Website Design: Great website designs ensure the smooth
channelization of all the processes upon which e-tailing depends. Ensuring a good
user experience for the site users is important for optimizing conversions.
8. Transparency in Services: Transparency is key for the success of any business,
and it is true for e-commerce or e-tailing as well. Transparent e-commerce
businesses enjoy more trust and sustainability.
9. Customer Service: Ensuring good customer service along with a customized
shopping experience is crucial for the success of the e-tailing business model.

Challenges of Electronic Retailing:

1. Unproven business models: 90 per cent of companies close down at the
beginning of the business because they do not provide enduring sources of profit
and are recommended as dot-com businesses.
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2. The Requirement to change business process: The e-retail organization must
be careful at redesigning and integrating various processes for the new e-business.
3. Channel conflicts: The interest gets conflicted at many places through the
internet or brick stores.
4. Legal issues: Though moral laws have not yet evolved for internet transactions,
e-mail and digital signatures are being recognized.
5. Security and Privacy: This is the major challenge in the digital world to
overcome hacking and data pilferages.

Differences between Retailing and E- tailing:

E-services:
An e-service is an interactive, content-centred and Internet-based customer service,
driven by the customer and integrated with related organizational customer support
processes and technologies with the goal of strengthening the customer-service
provider relationship. E-service is defined as it is a service available via the internet
that provides information, completes tasks or conducts transactions. It can be any
electrically provided services offered directly or indirectly to customers, including
direct as well as after sales services. In addition to this e-service can deliver high
quality, timely and extensive product information to consumer inexpensively and
effectively. They can provide better price and quality comparisons. Furthermore, a
company that can respond to the needs of the customer accommodate their requests
promptly and support their buying decisions creates value and wins customer
patronage and loyalty. E-service operation include all the customer centric
activities starting from pre-transaction, transaction and post transaction interactions

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 through the internet in delivering products or services within service level
agreement.

E-services are the electronic service. As the name suggests, E-services is nothing
but doing our works using the Information and Communication Technologies
(ICTs) in different arenas. It has become a trend in the fastly moving society. It
simplifies the human works. it is usually done with the help of the Internet.

Growth of communication

As everybody knows, communication plays a significant role in every walks of

human lives. It helps to send and receive information’s, ideas, opinion to the others.
It is indeed true that the act of sending or receiving information’s or the process of
communication has had a great change from the earlier days. In the ancient days,
the communication was passed through doves or letters. Now-a-days, the condition
has been changed to a greater extent. We send and receive information’s at an
instant through E-mails, face book, twitter, whatsapp etc. the similar changes have
been taking place in different areas or disciplines.

In the earlier days, a man has to walk to a far of distance to pay his electronic or
water bill. But at present, the E-services allow us to pay the bills through the
internet. In the ancient days, a man has to go to different places to get education.
Now-a-days, there are many professional and diploma courses online. Moreover, in
the earlier days, a man has to stand in a queue to withdraw his money from the
bank, now he/she can withdraw the money through Automated Teller Machine
(ATM) or through credit or debit cards. All these are made possible due to the
development in the field of E-services.

COMPONENTS of E-SERVICES:
According to Rowley, there are three important components in the E-services. They
are:

 Service providers
 Service receivers
 Channel

The service providers are the people or the agency involved in providing services.
For example, in public services, the public agency is the service provider.
Similarly, in the cooperative societies in the rural areas, the Primary Agricultural
Credit Society (PACS) is the service provider.

Service receivers are the one who receive the services from the agencies. For
example, in the public services, the citizens are the service receivers. In the same

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 way, in the cooperative societies, the rural people or the villagers including the land
owners and labourers are the service receivers.

The channel of E-service is the third and important element as far as E-service is
concerned. Without this element, the project will not complete and willnot reach its
expected range. Internet is the most oftenly used channels of E-services. The other
channels include:

 Telephones
 Call Centers
 Mobile phones
 Televisions
 Public kiosks
 Etc. they are also used for E-services but not as extensively as the Internet.

IMPORTANCE OF E-SERVICES:

1. ACCESSING A GREATER CUSTOMER BASE: E-services are

extensively used by the customers. The main reason being that they are
easily accessible to the customers. They need not walk for a longdistance to
fulfill their needs. they can access them at a click of a button.

2. EXPANDING MARKET REACH: The reach ability of the markets is

made possible with the help of the E-services. The scope of the markets are
broadened due to the advent of the E-services.

ADVANTAGES OF E-SERVICES:
 Lowering of entry obstacle to new markets and cost of acquiring new
customers: the important advantage of the E-service is that it lowers the obstacles
to enter into a new field. Moreover, it reduces the cost of acquiring new customers
because, the advertisement is done through the Internet which is a cheaper form of
communication.
 Alternative communication channel to customers: in the ancient days, the
advertisements are done through the television or radio, but at present, the
advertisements are displayed on the websites. This provides an alternative channel
to the customers.
 Expanding services to customers: the E-services helps in expanding services to
the customers. For example, the cooperative societies help the farmers to get loans
easily with the help of the E-services.
 Enhancing perceived company image: the E-services enhance the company
image due to its easy access.

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 Gaining competitive advantages: E-services provide the informations about the
trend in the current market. Thereby it helps in enhancing the competitive skills of
the producers.
 Possible for increasing Customer knowledge: it is indeed true that the E-services
play a crucial role in enhancing the knowledge of the customers or the consumers
about the products and services.

DOMAINS OF E-SERVICES:

E-services have many applications. Therefore, they can be found in many areas
or disciplines.
They are mostly used in two main domains. They are:

 Business or commerce
 And government

A. E-BUSINESS: E-business is the area in which the E-services are used. They
include the E-services provided by the business sectors, areas relating to
Commerce and the other non-governmental organizations shortly called as
(NGOs). E-services play a crucial role in these areas to maintain data and
information’s.

B. E-GOVERNMENT: E-government is one of the very big area in which the

E-services are used extensively. It includes the services provided by the
governmental organizations to the citizens ranging from issuing a ration card
to a voter I.D. card. It includes all the services done by the government with
the help of electronic instruments mainly with the internet.

Moreover, the measurement of land and survey numbers for the lands are fed
into the computers from all the taluk offices and the people can get these
numbers and documents from their nearby cooperative societies. This is one
of the examples of the E-services.

TYPES OF E-SERVICES:

There are many types of E-services. Some of them are:

 E- Banking services
 E- Governance
 E- Bill payment services
 E- Food services
 E- Shopping
 E- Portal

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 1. E-BANKING SERVICES: E-banking is an active area. In the ancient days,
the people had to walk to a long distance to use the banks. They also had to
stand in a long line topay or withdraw money. In that case, E-banking acts as
a rescue. It saves the people’s time and energy. They can use the E-banking
services such as the Automated Teller Machines (ATMs) or the debit or
credit cards to pay and withdraw the money. E-lockers are also introduced to
provide safety to the customers wealth.

2. E-GOVERNANCE: A key component of the Digital India initiative is

providing e-governance which is aimed at promoting through e-Kranti or
electronic delivery of services. Under this, the central and state governments
will pull Information and communication technologies to grant an integrated
services on an end-to-end basis. In fact, the rural e-governance applications
implemented in the recent past have demonstrated the significance of
Information’s and communication Technologies in the alarmed domains of
rural development. Some of the recent initiatives that have gone live and are
expected to significantly affect rural areas are:

E-lockers, E-health care services, agriculture, education etc. Moreover, the

cyclone announcing systems allows to get to know the weather and they help
in taking necessary precautions during the times of cyclone. Similarly, the
web cameras allow the governments to prevent robbery or any other
offensive acts.

3. E-BILL PAYMENT SERVICES: E-bill payment services act as an

important element in the digital world. In the older days, our ancesters had to
walk to a long distance to pay Electric or water bill. It took a considerable
amount of time. Now the condition has been changed due to the advent of
the E-services. The bills can be payed with the help of E-bill payment
services. They can use their internet to pay their bills from home. Credit and
debit cards are used to pay the bills. Similarly, tickets for buses, trains or
flights can be booked through online services. It simplifies the act of
travelling. Over all, the E-bill services reduce the time and energy of human
beings.

4. E-FOOD SERVICES: It is the latest development in the digital era. It is an

app developed by two men while travelling. The E-food app is available in
the play store. If we have this app in our mobile phones, we can order the
food that we want while we travel through this app. The food from the
nearby branch will be delivered in the railway stations or bus stands. We
need not search for a guaranteed food while travelling. Moreover, the food
can also be ordered through the system of door delivery. All we have to do is
that calling up them and ordering the food we want. They will be. delivered
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 from the nearby branch at a minimum time. The Dominos is very popular for
its e-food services

5. E-SHOPPING: E-shopping has become a trend in the twenty first century.

It is the easiest way of purchase. It is true that the world is moving at an air’s
speed. Now-a-days, nobody spends much time for shopping except a few. It
is because, they have many works to do and have many obligations to fulfill.
In this case, they prefer E-shopping. It is very easy and simple. They can
order the things or materials by looking their pictures online. The rate for
each material will also be put near the picture. If they like to buy them, they
can place the order and can pay the money through E-banking. They can also
pay the amount as cash on delivery. The mostly used E-shopping sites
include: Amazon, Flipkart, shopcluse etc. This E-shopping provides much
options within a very lesser time and with a click of a button.

6. E-PORTALS: E-portals are used extensively to connect to various sites.

They take us to various options for the subject we search for. It saves the
time of searching.

It simplifies the human work. It provides the informations about all the fields
include: science, ethics, philosophy, economy, mathematics, literature, arts,
social works, etc. therefore, it consumes much time.

7. E-EDUCATION: Digital India intiative is the vital important in information

and communication system. Both the central and state government idea is to
connect broadband connections in all school andimportant places. In
addition, free Wi-Fi will be granted in all secondary and higher secondary
schools. Moreover, a programme on digital literacy will be implemented at
the national level. Massive open online courses (MOOCs) will be developed
and leveraged for education. These initiatives are likely to boost education
facilities in rural areas, which otherwise lack proper infrastructure for
imparting quality education. Further, many state governments have launched
e-education programmes that use mobile and broadband technology to
deliver primary as well as higher education in rural areas. The private sector
has also taken several initiatives in e-education. Some of the successful
initiatives in this regard are Microsoft India’s project Shiksha and e-Shiksha.
All these are aimed at providing education both to the rural as well as urban
population.

8. E-Libraries: Libraries play a significant role to collect information. They

are the important providers of knowledge. In the ancient days, the people
especially the students and the teachers had to walk to libraries and search
for the books. Now-a-days, the condition has been changed to a great extent.
There are many E-libraries. Some of them include:
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 bookshouldbefree.com,booksfi.org, projectguttenberg.com etc. these libraries
provide many books online. The students can access the online books. In the
same way, newspapers are also available online. Therefore, people need not
search for the print newspapers.

Similarly, in the ancient days, people had to search for the books from
different shelves. It takes much time. The E-service provides an Online
Catalogue by which one can check the availability and the location of the
books. Moreover, most of the libraries provide an online access. By which,
any member can access to the books within the codes of the library. For
example, any member can access the American library. All one has to do is
that they should fill in the application form. After sending the application
form, one may receive books either through postal or online. These E-
libraries play a crucial role in easy access of books.

CHALLENGES IN E-SERVICES:

Though E-services attain a greater claim, it is true that there are some challenges
to take the e-services to the rural areas.

Firstly, some people in the rural areas are illiterate. They are not open minded to
welcome changes. It is very difficult to convince them to use the E-services.

The next main challenge regarding is that the lack of technological knowledge of
the people. They fail to concentrate and learn the technical skills. Therefore, the E-
services cannot be reached to such sort of people.

The third main reason is that the difficulties in accessing the internet. Since every
activity is based on the internet, the people who cannot afford for the net suffers a
lot. The E-services cannot be reached as effectively as expected to such people.
Finding a suitable way to bring down these challenges can enhance the use of E-
services.

B2B eCommerce Business Model:

The B2B eCommerce business model has become one of the most successful
online business strategies that have led to massive revenue for internet
businesses. It is expected that by the year 2031, the global B2B market size will
reach USD 36,107.63 billion. This means that B2B commerce is exponentially
projected to rise at a rate of 19.2% every year. With the rapid growth of
eCommerce across the globe, more and more companies are adapting to the B2B
model to accomplish goals and increase profitability.

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In simple terms, the B2B eCommerce Business is a form of electronic commerce that
deals with the transaction of goods and services between businesses through the
internet. In most cases, this transaction is performed through an online portal. The
main objective of this business model is to increase the business efficiency and
revenue of retailers. Rather than manually processing orders, all the orders in the B2B
model are processed in the digital platform. Contrary to the conventional eCommerce
model of purchase and sale between the consumer and seller, the B2B model deals in
commercial transactions between businesses.

The crux of this business model is based on careful planning in order to have efficient
and profitable transactions in consideration of complex market conditions.

Types of B2B eCommerce:

1. B2B2C: B2B2C, or business-to-business-to-consumer, this type of B2B
eCommerce sells directly to the consumer without any middleman. These goods
are then sold to the B2B entities that sell directly to the consumer.
2. Wholesale: Wholesale businesses buy goods in bulk from distributors or
manufacturers to then offer them for sale to the consumer at retail prices.
So, if you’re a wholesale supplier, buyer-oriented B2B marketplaces are a good
way to advertise your products to buyers and retailers with less marketing
effort. Buyer-oriented marketplaces only exist where there are many buyers and
fewer sellers.

3. Manufacturer: Manufacturers produce goods in large amounts that are then

sold to other suppliers, wholesalers, or manufacturers. Businesses are
increasingly needing manufacturers to be able to complete online transactions
with access to personalized features like pricing, production schedules, or
sizing.

4. Distributor: Distributors majorly take care of packaging, shipping, and

marketing. These are things that usually manufacture wouldn’t prefer doing in-
house.
B2B eCommerce Business Model Advantages:
1. Market Predictability: Compared to the other business strategies, the B2B
eCommerce business model has more market stability. B2B sectors grow
gradually and can adapt to various complex market conditions. This helps to
strengthen the online presence and business opportunities and get more
potential clients and resellers.

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 2. Better Sales: An improved supply chain management process along with a
collaborative approach increases customer loyalty in the B2B eCommerce
business model. This, in turn, leads to improved sales. It helps businesses to
showcase product recommendations and unlock effective upselling and cross-
selling opportunities.
3. Lower Costs: Due to an effective supply chain management process,
this online business model leads to lower costs for businesses. In most cases,
the work is done through automation that eradicates the chances of errors and
undue expenditure.
4. Data-Centric Process: One of the main advantages of the model is that it
relies on effective and factual data to streamline the whole process. In this way,
errors can be avoided and proper forecasts can be made. With an integrated
data-driven approach, you can calculate detailed sales statistics.

B2B eCommerce Business Model Disadvantages:

1. Limited Market: Compared to the B2C model, this type of business has a
limited market base as it deals with transactions between businesses. This
makes it a bit of a risky venture for small and medium eCommerce businesses.
2. Lengthy Decision: Here, the majority of the purchase decisions involve a
lengthy process as there are two businesses involved. The process may involve
dependence on multiple stakeholders and decision makers.
3. Inverted Structure: Compared to the other models, consumers have more
decision-making power than sellers in the B2B business model. They may
demand customizations, impose specifications and try to lower price rates.
Trends in B2B Commerce:
1. Younger Buyer Segment: Recent market statistics suggest that nearly half of
the B2B buyers are young, tech-savvy and sophisticated. These buyers expect
more ease of use just like on the customer-driven websites. The unique
purchasing preferences of the younger buyer segments will help B2B
businesses grow in the long term.
2. Mobile Commerce: Mobile commerce is here to stay as a trend in major
business sectors. It is changing the face of B2B marketing since 80% of B2B
customers use mobile devices during the purchase process. Right from
comparing prices to viewing a plethora of other features as well, new age
buyers are using more and more mobile devices for making a purchase.
3. Personalisation: On the task of making purchases more mobile-friendly and
optimized, personalization is yet another trend that will help B2B businesses
succeed in the long run. Plenty of companies around the world are already
implementing sophisticated personalisation in the form of price optimization
Deepa M, Asst., Prof., Dept., of Com., & Mgt., Vvfgc., Mysuru. Page 14
 algorithms to deliver dynamic pricing. Ultimately creating personalised
experiences will be the one reaching more profitable B2B sales in the coming
years.

Nevertheless, it is finally up to the business to decide on how to take their

venture forward based on their business vision, revenue target, and other
business objectives.

Deepa M, Asst., Prof., Dept., of Com., & Mgt., Vvfgc., Mysuru. Page 15