eCommerce & Marketing for Distributors

Marketing purpose

To generate revenue for a brand, company, or organization.

7 P’s of Marketing

Product, Promotion, Price, Placement, People, Process, Physical Evidence.

Manufacturer vs distributor marketing focus

Manufacturers focus on product and brand awareness and building demand, while distributors focus on distinguishing themselves in the market, emphasizing their value proposition, and building their own brand.

Peter Drucker marketing idea

The aim of marketing is to understand the customer so well that the product or service fits and sells itself.

eCommerce definition

Connecting the buyer and seller on the internet to buy and sell goods, services, and information online.

3-step eCommerce order flow

Customer places and pays using OMS, order is processed packed and shipped, order is delivered.

6 steps for successful eCommerce

Plan the online business, ask customers what they want, build eCommerce infrastructure, deliver with a strong supply chain, attract customers, grow reputation and business.

Absolute necessity for choosing an eCommerce platform

ERP integration.

Good B2B eCommerce site should include

Customer-specific pricing, contract visibility, strong navigation, mobile compatibility, and B2B best practices.

Technology that supports online sales

Chatbots and AI, CRM integration, analytics and tracking, email capture and automation.

eCommerce + CRM integration benefits

Better customer data, purchase history, contract details, sales interaction records, service records, and stronger personalization.

Why eCommerce matters for distributors

It helps meet customer expectations, keep up with competitors, attract new customers, improve sales processes, and create an electronic branch.

Bottom-line eCommerce question

Not can you afford to have eCommerce, but can you afford not to have it.

Do not try to

Out-Amazon Amazon.

Electronic branch

The distributor’s eCommerce site should be treated like an electronic branch.

Primary ERP areas touched by eCommerce

Inventory management, order processing, pricing, sales analysis, and accounts receivable.

Disruptors discussed in class

Amazon and Sears & Roebuck.

Amazon facts from class

Started in 1996 selling books and later disrupted both retail and B2B wholesale.

Sears & Roebuck facts from class

Started in 1886 selling watches and was known as the “Cheapest Supply House on Earth.”

2025 global B2B eCommerce market

$7.4 trillion.