2. Basics of B2B eCommerce

In addition to the topic of digitalization, the term “Industry 4.0” is currently on everyone’s lips. However, this largely neglects B2B eCommerce and only talks about networking between companies and the platforms they use. This is not new, however, because it already existed before the Internet age or before the digital revolution it ushered in, which is characterized above all by the fact that it gives rise to new business models. It is therefore important to clarify the digital fundamentals as well as the specifics of virtual value creation. This enables a differentiated view according to business types, which are strongly influenced by their position in the value creation stage and the type of customer interaction. These factors determine which marketing and sales policy makes sense in order to be able to meet the demand for a customer-centric company in the first place. Traditional retail models will therefore find it increasingly difficult to survive in the constantly changing market. Digital platforms and online marketplaces in particular are able to guarantee efficient market mechanisms comparatively cheaply and quickly. For B2B multi-channel providers in particular, it is becoming increasingly important to differentiate themselves from the classic business model by offering additional services and thus score points with B2B customers.