B2B eCommerce Domain Name Strategy
Carlos Camacho
A revenue-driven executive creating best-in-class B2B eCommerce solutions. Proven in strategy, team leadership, and global commerce. Expert in stakeholder partnerships and turning complex data into actionable strategies.
In general, three strategies exist for B2B eCommerce URL configuration: situating the store within a sub-directory of the company's main domain, establishing a distinct domain, or hosting it on a sub-domain of its primary domain. Each method has its advantages and disadvantages. This guide will examine these pros and cons, offer example URLs, and suggest my preferred options. It also takes into account multi-lingual sites.
As B2B eCommerce grows internationally, your global company must establish governance over domain names. Without such governance, you risk creating a 'Wild West' scenario: confusing for customers, potentially costly, and, in some instances, detrimental to your SEO endeavors.
?This article's advice and domain format will assume a fictitious company called 'Acme Medical International, Inc.'
Subdirectory Approach
I am using 'store' in this example, but we can use any label that makes sense, such as 'ordering', 'shop', etc. I've seen some companies using 'eCommerce' as a label, though only people who work in eCommerce understand what eCommerce means. ;)
Primary Domain Style:
Country Domain Style:
Subdirectory ApproachPros:
Subdirectory Approach Cons:
Country Code Top-Level Domains (ccTLDs) Approach
Example URLs:
Country Code Top-Level Domains Pros:
Country Code Top-Level Domains Cons:
Note on ccTLDs: Even though they were initially placed as the third recommendation, the feedback indicates that ccTLDs might be a viable secondary option, especially for markets with a local domain providing significant advantages. ccTLDs offer direct geo-targeting and can be seen as more local and trustworthy in specific markets. The main concern is the cost and management complexity, but for Acme, the benefits in particular markets might outweigh these challenges.
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Subdomain Approach
Example URLs:
Style 1 – Location in domain
Style 2 – Location as sub-directory
Style 3 – Branded under “acmedirect”
Subdomain Pros:
Subdomain Cons:
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Domain Strategies for B2B eCommerce Stores
As Acme Medical International, Inc. embarks on its international B2B eCommerce expansion, a comprehensive strategy that effectively balances SEO, cost, brand consistency, and management ease is crucial.
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Acme Medical International, Inc. sells through multiple channels, including DTC, marketplaces, distributors, and health care professionals. For their B2B eCommerce site, I recommend branding under the term ‘Acme Direct,’ which will help to establish a unique identity and branding experience.
This is possible with ccTLDs + sub-folder called ‘direct.’
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Primary Recommendation: Unified Sub-folder approach
We will present two unique experiences for consumers (B2C) and professionals (B2B) using a single eCommerce platform. If we don't know the visitor, or it's their first time visiting, we will show an intermediate page to allow the visitor to select their ordering channel:
This page will have images, text, and CTAs to route the visitor to the appropriate ordering channel. With a personalization platform that 'remembers' the visitor, we can bypass this page for future visits.
For the B2B URL, we will route the visitor to:
For B2C or DTC, we might send them to:
Of course, we could also send them to a marketplace or a cloud-based platform such as Big Commerce.
The primary reason for this approach includes several key benefits. First, it offers a unified experience for B2B and B2C customers, streamlining interactions across customer segments. Additionally, this method results in lower costs due to the requirement of only a single CERT, making it more economically efficient. Moreover, it boosts SEO by facilitating seamless eCommerce to/from marketing journeys, enhancing online visibility and customer engagement. Lastly, the strategy ensures localization through the use of country code Top-Level Domains (ccTLDs), catering specifically to various geographic markets and their unique needs.
Taking this approach, examples of our international B2B eCommerce stores would include:
If direct doesn't work for your company, there are many alternatives, such as:
If the industry isn't English-savvy, it's possible to 'translate' the label to their respective localized names.
Alt Recommendation 1: Sub-domain approach
An alternative option would utilize a sub-domain approach. Google treats Each sub-domain as a separate site, so this approach has little SEO boost. However, it provides a ‘clean URL structure’ that is easy to remember.
The format would follow the pattern of direct.domain-name/language.
B2B Examples:
B2C Examples:
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Points to consider:
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Alt Recommendation 2: B2B Branded domain name approach
This option aims to establish a robust 'Acme B2B direct brand' global brand.
Examples:
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Points to consider:
Final Thoughts on B2B eCommerce Domain Name Strategy
This article delves into the intricacies of developing a robust domain name strategy for global B2B eCommerce businesses. The key takeaway is that the chosen strategy must be highly tailored to fit your company's and industry's unique needs. A one-size-fits-all approach is not viable in this complex digital landscape.
The importance of establishing strong governance from the outset cannot be overstated. Early and effective governance of domain names helps avoid future complications, such as costly traffic redirects that can arise from ill-planned domain strategies. I think this foresight is crucial in maintaining the integrity and efficiency of your online presence.
A significant emphasis is placed on the synergy between the eCommerce and dot com teams. Effective collaboration between these teams is essential. The ideal domain name strategy should accommodate and actively support both teams' objectives – ranging from product information to lead generation and direct sales.
Another critical aspect discussed is the technical execution of the domain name strategy, which can significantly vary depending on the eCommerce platforms in use. Specific strategies might be more challenging to implement on some platforms than others. This technical feasibility must be carefully considered to ensure a smooth operational flow.
Lastly, scalability is a vital factor in any domain name strategy. Currently, your business might be operating in just a few countries, but future expansion possibilities should always be a consideration. The domain strategy should be adaptable and scalable to accommodate growth, allowing seamless entry into new markets as your business footprint expands globally.
In conclusion, crafting an effective international B2B eCommerce domain name strategy requires a nuanced understanding of your business, a forward-thinking approach, and seamless collaboration across teams. It’s about striking the right balance between technical feasibility, scalability, and the specific needs of your business and industry. By focusing on these aspects, you can create a domain name strategy that serves your current needs and positions your business for future growth and success in the ever-evolving digital marketplace.
Great coverage of the topic. Thanks!
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1 年Looking forward to reading your article!