According to a study by Frost & Sullivan, worldwide B2B e-commerce sales are set to reach almost $25 billion by 2028. While the initial growth in online sales was mainly seen in the retail sector, the B2B e-commerce market is also now booming. This exponential growth in e-commerce is the result of the increasing digitization of our business models. Professionals are increasingly inclined to shop online as a result of their personal experience as consumers.
There is a clear trend of manufacturers increasingly taking advantage of the online sale of their products. But what exactly are the reasons why these manufacturers and distributors of industrial products are turning to e-commerce? In an increasingly competitive world, this marketing channel really helps companies stand out, ensuring an influential online presence and long-term growth.
Want to take the first step towards selling online?
Table of Contents
- I. Advantages of selling your industrial products on the web
- II. Selling your industrial products on an online marketplace
- III. How to sell your industrial products on the web
I. Advantages of selling your industrial products on the web
An accessible global market
One of the main advantages of marketing industrial products online is the global reach it offers. By selling on the web, manufacturers and distributors can reach a much wider audience than if they were limited to a local or regional market. As a result, their industrial business no longer has geographical boundaries, and can reach potential customers in areas where they don't have a physical presence. By extending their reach, they have the opportunity to generate additional revenue.
Increased visibility for your company
Online shoppers are often looking for very specific products and are ready to buy online if they find what they're looking for. If you give yourself the means to optimize your online presence, the internet can be a great way to gain recognition. By providing well categorized quality products and attractive offers, you can attract new potential customers and boost your sales.
Reduced costs
Selling industrial products online can reduce your business expenses. You don't need a physical location to sell your products, which means lower rental, maintenance and utility costs. What's more, advertising and communication costs are generally lower on the internet than in traditional media. By selling online, you can also reduce inventory and order management expenses by using inventory management tools and automated order processing systems.
Enhanced customer experience
By selling your industrial products on the web, you can optimize the experience offered to your customers. They can easily browse products, find detailed information and place orders without having to visit a physical store. Selling online offers unrivaled convenience to your customers, allowing them to discover products at their own pace, without being rushed by salespeople, and place orders at any time, 24 hours a day, 7 days a week.
You can also offer better service by responding quickly to your customers' questions and concerns, which can improve their overall experience and build loyalty.
II. Selling your industrial products on an online marketplace
Selling on an online marketplace is an attractive option for industrial equipment manufacturers looking for new marketing channels. Marketplaces are websites that allow sellers to offer their products to a wide audience of buyers online.
The different categories of e-commerce platforms
There are two main types of online marketplaces:
- Mainstream or horizontal marketplaces that sell all types of products: they enable companies to sell their products online to a wide audience, as well as manage their logistics and customer service. However, they are not specialized in industrial products, which can make finding targeted customers more difficult.
- Industry-specific platforms, also known as vertical marketplaces: for example, a platform like DirectIndustry specializes in industrial products and equipment. This type of marketplaces attracts a specific audience of industry professionals, such as engineers, manufacturers, B2B buyers or distributors. These online marketplaces are therefore better suited for companies seeking to reach a specific audience and position themselves as experts in their field.
Of course, it's important to carefully study the policies, fees and advantages of each platform before choosing the one that best suits your business and your specific needs.
The advantages of selling industrial products on a specialized marketplace
As the digital transition takes hold, marketplaces reserved for B2B buyers in the industrial sector are being rolled out, and manufacturers and distributors are taking stock of the opportunities available to them. Joining a specialized marketplace represents:
- An opportunity to reach a qualified audience:
Specialized marketplaces attract a targeted audience of industry professionals, such as engineers, technical buyers and specifiers. This allows manufacturers to reach qualified customers and position themselves as experts in their field.
- Access to functions adapted to industrial products:
Specialized marketplaces offer functionalities specific to industrial products, such as advanced search filters or product comparators, making it easier for customers to find the products they need. Therefore, manufacturers can better showcase their offers and make it easier for customers to find what they're looking for.
- The opportunity to use new marketing and sales tools:
Some industrial marketplaces, such as DirectIndustry, offer digital marketing tools to help manufacturers promote their products and close sales. This can include product promotion features such as SEO support, targeted email campaigns, special promotions and more. Manufacturers can thus benefit from personalized support to optimize their presence on the marketplace.
- An opportunity to stand out from the competition:
Selling on specialized marketplaces enables manufacturers to differentiate themselves on mainstream platforms, while benefiting from the marketplace's visibility and reputation. Manufacturers therefore stand out and attract the attention of customers looking for very specific industrial products.
- Real potential for profitability:
It is generally more profitable to sell on specialized marketplaces than to sell solely on one's own website. Manufacturers can benefit from the marketplace’s visibility and reputation, while avoiding the advertising and SEO costs required to attract customers to their own site.
III. How to sell your industrial products on the web
Choose the best suited sales platform
Choosing the right online sales platform is a crucial step. It's important to take several criteria into account when selecting the platform that best suits your company's needs and objectives. First of all, it's important to determine whether a horizontal or vertical platform will be most suitable, bearing in mind that vertical platforms may be more relevant for reaching a qualified B2B audience.
Take the time to find out if the platform is suitable for you, the features offered (targeted mailings, promotional banners, SEO support, etc.), the customer support and associated costs such as transaction or subscription fees. By making an informed choice, you can maximize your chances of success in marketing your products online.
Make sure your products are well presented
Customers want to know exactly what they're buying, so it's important to ensure that the content of your virtual product stand is well thought-out, with detailed product descriptions. This means including high-resolution images, technical specifications and information on warranties and returns. Videos can also be used to demonstrate how products work. It's important to highlight the technical specifications and certifications to reassure your customers and demonstrate your company's expertise.
Maximize Search Engine Optimization
To help customers find your products online, it's important to optimize your website and your virtual stand for search engines. Search Engine Optimization (SEO) involves improving product pages so that they rank higher in search engines and appear at the top of the results page. This involves using relevant keywords, creating appropriate content and obtaining quality backlinks to your web pages.
Set yourself apart from the competition
Competition on online sales platforms is fierce, so it's essential to stand out from the crowd to attract and retain customers. This can be achieved through special offers, promotions, comprehensive product stands, quality services (fast delivery, efficient customer support), competitive prices or innovative product offers. It's also important to keep an eye on the competition to adapt quickly to market developments and stay competitive.
By selling online, some companies focused on niche markets can also compete with larger companies by offering unique and specialized products that are hard to find in physical stores, attracting the attention of customers looking for ultra-specific industrial equipment.
Selling industrial products online may seem daunting for some manufacturers or distributors, but it is now an almost indispensable component of a successful omnichannel commerce strategy.
In the coming years, we are likely to see an unprecedented expansion in B2B e-commerce, driven by the emergence of new trends. This attests to the growing role played by the digitalization of exchanges in business-to-business relations. According to Magento, "B2B e-commerce is no longer an option, but a necessity for companies wishing to remain competitive in today's market."
As a marketplace specialized in industry, DirectIndustry.fr offers international visibility to thousands of industrial companies worldwide, and can support you in your strategy for selling online.
