HOW TO: Make the shift to ecommerce success

Launching an ecommerce strategy without upsetting existing offline channel relationships is a real challenge that requires balancing the concerns of referral and resale partners with the needs of end-customers. Aside from channel conflict, internal resistance can also make the transition difficult.

The key to successfully making this transition is understanding how the three main components – direct to buyer, reseller enablement and long-tail channel enablement – can work together in a symbiotic (and harmonic) programme that balances the needs of all three. Follow these tips to build a successful ecommerce model for your online B2B business: