According to a recent study by Google and Deloitte, two of the sectors that have most stood out in B2C e-commerce in Spain are food and fashion.
But while the end consumer buys organic wine and sustainable sneakers online, many B2B companies in these sectors still operate with PDF catalogs and phone orders.
Why isn't this professional channel taking advantage of this momentum?
Food and beverages: B2B needs more than traceability
B2C growth has been supported by logistical improvements, trust in online purchasing, and increasing demand for local and sustainable products. What about B2B?
The reality is that a deeper and more real digital transformation is needed:
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Specialized B2B marketplaces that connect producers with distributors, hotels, or gourmet retail, for example.
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Platforms with advanced traceability, allowing verification of origin, certifications, and transport conditions.
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Order automation through AI, anticipating demand in restaurants, hotels, or specialized stores.
In this context, Shopify Plus is positioned as a key platform to support the growth of this sector. Its infrastructure allows for the creation of online stores with customized prices, volume order management, and approval flows adapted to the professional channel. Furthermore, its app ecosystem facilitates integration with ERP and CRM systems, which is crucial for this sector.
Fashion: B2B needs a change of season
B2C fashion has learned to sell without fitting rooms. Augmented reality, exclusive drops, personalized recommendations... What about B2B?
Brands that want to scale in this channel must rethink their model:
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Virtual showrooms for professional buyers, with immersive experience and real-time data.
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Shared stock management between physical stores and e-commerce, optimizing rotation and availability.
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Integration of trend data to adjust purchasing and stock forecasts based on real information and not on predictions.
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Management of seasonal, outlet, or new product catalogs.
Shopify Plus offers specific functionalities for B2B fashion: from customer-segmented catalogs to recurring order automation and advanced inventory management. It also allows for the creation of personalized shopping experiences for each type of distributor or multi-brand store.
Digitalization in the professional channel is no longer an option and has become a competitive advantage for those companies that have started the transition process: greater process agility, better customer experience, better user experience, and, most importantly, information integration, facilitating the transition to omnichannel.
At UPANGO, we have been supporting B2B companies in their transition to the online channel for years. We carry out strategic consultancies where we offer personalized solutions that adapt to each specific need.