Are We Talking The Same When Discussing Route-To-Market Digitisation? The Many Models and Value Drivers of eB2B Platforms

The eB2B landscape is expanding rapidly, expected to reach $1.3 trillion by 2030, and has become a top priority for executives. Yet, despite its growth potential, there’s often confusion about what eB2B actually encompasses.

The Challenge of Embracing New Models

New models can be intimidating, and many companies resist adopting them. However, the first step in overcoming this resistance is clear communication—ensuring that all stakeholders understand the true potential of eB2B. This begs the question: Are we all aligned on what eB2B really means?

Breaking Down eB2B Models

The term “eB2B” covers a variety of models, each tailored to different industry needs:

1. B2B Businesses Leveraging Digital Tools – Traditional B2B companies enhancing sales with digital tools. Examples include companies like Grainger and Fastenal, which have digitized their sales processes and created robust online ordering platforms for industrial supplies.
2. Omnichannel Distributors & Wholesalers – Distributors expanding into e-commerce to stay competitive. Notable examples are Booker in the UK, Martins in Brazil, Makro in several regions, and Costco in the US, all of which offer both physical and online purchasing options for their B2B customers.
3. Digital Natives – Tech-driven companies focused on scaling B2B sales. Alongside giants like Amazon and Alibaba, Asian digital-native players such as Udaan in India, Zilingo (serving various Asian markets), and Ralaliin Indonesia are targeting underserved trade channels, including out-of-home and food service segments.
4. CPG-Owned eB2B – Consumer brands deploying eB2B to future-proof their route-to-market (RTM) strategies. Examples include BEES by AB InBev and Compra Agora by Unilever, which range from end-to-end digitization—sales rep tools, CRM integration, and retailer self-ordering—to independent B2B marketplaces.
5. Syndicated Models – Partnerships where companies join forces to strengthen their eB2B presence. A prime example is Juntos Somos + in Brazil, where companies collaborate to enhance their reach and competitive advantage in the eB2B space.

These models offer unique approaches to expanding market reach and creating new revenue streams.

Serving Diverse Customer Needs

eB2B platforms can cater to a wide range of customers:

1. Big Customers / Direct Accounts – eB2B can streamline and optimize sales, improve profitability, and enhance key account relationships.
2. Fragmented Channels – eB2B provides cost-effective access to hard-to-reach segments through segmentation and new logistics models.
3. Niche & Specialized Channels – Digital-first RTM strategies can focus on high-value, niche markets.

Key Benefits of an eB2B Strategy

An effective eB2B strategy can unlock significant value:

1. Increased Reach – Access new stores and channels with lower costs via tech-driven logistics.
2. Higher Sales Conversion – Drive larger, more frequent orders with personalization and round-the-clock availability.
3. Improved Profitability – Cross-sell, upsell, and tailor offers for maximum growth.
4. Reduced Cost to Serve – Streamline sales processes with digital sales reps and optimized logistics.

Building a Winning eB2B Strategy

Success in eB2B requires strategic focus. Here are three guiding principles:

1. Treat eB2B as a Distinct Business Model – Technology and supply chain efficiencies are critical enablers, but strategy and sales execution drive results. Alongside cutting-edge technology, focus on how you’ll operate the eB2B platform to maximize its potential. Develop a strategy that aligns closely with sales execution—integrating everything from order management to customer service—to ensure the platform becomes an essential part of your sales operations, enhancing both reach and efficiency.
2. Think Systemically – Address every aspect of the ecosystem to serve customers/retailers effectively. Consider all elements of the RTM, including sales reps, distributors, internal sales teams, and retailers. How will each be impacted, and how can they collaborate effectively on the platform? Taking a systemic view helps ensure alignment and optimal performance.
3. Make Mutuality a Performance Driver – Mutuality fuels sustainable performance. A successful eB2B model delivers value across the ecosystem, benefiting all participants. Think about how the platform can be valuable for everyone involved—from suppliers to retailers. Can you build mutual benefits that foster collaboration and growth throughout the system?

So, as you refine your eB2B strategy, ask yourself: Are we creating a model that truly adds value to the system, driven by a spirit of mutuality?