Why Businesses Are Opting For A Hybrid Platform (And Why You Should, Too!)

E-Commerce is a rapidly changing industry that’s in the midst of a current shift as I type this. Companies around the world are experimenting with new marketing strategies every day that seek to combine the old with the new. The new experiment today is the integration of B2B and B2C. It’s called a Hybrid Platform.

Traditionally, E-Commerce is used to sell services or products online to either customers (B2C) or other businesses (B2B). While B2B ecommerce is highly specialized and B2C is more commonplace, it’s become apparent that dedicating separate strategies to both might not yield the ROI that most would expect.

Instead, merging the two is becoming necessary as the relationship between buyers and sellers becomes more complex.

That’s where hybrid platforms come into the picture. Such a hybrid E-Commerce solution that appeals to both B2B and B2C strategies allows a brand to fully communicate with businesses and individuals from a single platform or dashboard.

B2C vs B2B

What’s truly different between these strategies? For starters, you may use different language and the sale cycle differs between the two as B2C tends to have a shorter cycle and B2B has a longer one.

Each form of marketing is driven by different needs. B2C customers are more emotional and B2B purchasers arise out of a rational need for a product or service, generally-speaking.

But at the end of the day, you’re still appealing to humans. They just tend to care about different things in a deal or negotiation and they have distinct needs that separate them. They both have buying power and that’s what a hybrid platform seeks to unify.

Features & Benefits of a Hybrid Platform

Any hybrid platform will provide a single admin that satisfies the needs of both B2C and B2B. While some companies prefer to keep their whites and colored fabrics separate, it’s not always feasible if you’re trying to get all your clothes washed in a timely manner, so to speak.

That’s why a hybrid platform streamlines the process by offering integrated solutions for the business interested in appealing to both.

Some of the features include:

1. Multiple user interfaces
   • A hybrid ecommerce platform will allow you to present different user experiences depending on who’s visiting you online. Multiple interfaces can offer two different ways of presenting products to each market segment.
2. Simplified storage
   • Opt instead for the ability to access your data in a single place instead of having multiple platforms for insights and analytics. You’ll be able to deliver content from a single platform to ensure double data entry is avoided.
3. Multi-channel customer view
   • Gain a more holistic view of your buyers and their spending habits with a hybrid platform. This can further refine your marketing strategy when you can gain a more accurate and comparative knowledge of your customers.
4. Strategy & Accessibility
   • You can easily adapt to changing markets and conduct studies on successful products and services with a hybrid platform.The rise of startups and entrepreneurship has opened up the market and made room for new merchants and because of this, hybrid platforms are the future as they can tap into different markets from a single admin.

Some Considerations

There are some things you should consider before pursuing a hybrid platform. It’s not ideal for every type of business and there a few considerations to make beforehand. These can include:

• B2B software can be very different from B2C software. So, if opting for a hybrid platform, you ought to decide if your interface should be merged or innovated.
• You will need to decide on behalf of your brand if your content should be personalized for businesses and for individuals.
• The platform will need to run smoothly and efficiently if combining both. A dysfunctional E-Commerce platform will be off-putting regardless of the market segment you are pursuing. Incorporate features that appeal to both types of customers without compromising their trust.
• Save time and money by using an integrated approach. While the process may seem overwhelming, just research the ideal hybrid platform you can easily manage and you’ll be fine.

Conclusion

Retailers of both B2B and B2C markets can learn from each other in creating experiences that accommodate individuals and businesses alike. A user needs to feel as though their money is going into the right hands and a complex sales process will likely scare them off.

Use optimal product availability while managing your E-Commerce site. The hybrid system can carve a niche in attracting expert buyers who will set you apart from the other players in your field. Grow and evolve with the industry or watch it pass you by.