As a large scale b2b business, you want the ability to keep a customer record in your ERP for various reasons. But consumer’s today are used to making purchases without creating accounts online (if they choose to do so). Your system should accommodate what is best for your business. At the end of the day, you should decide if your customers would like to allow guest purchasing and give users the ability to check out as a Guest. If so how that will impact your business. At the end of the day, customers tell you a lot of information when checking out. But getting them into your system (forcing them to create an account) could have some great benefits for both parties. You could continue to engage with them via email marketing, offer additional promo’s or special offers if they are a registered user, and you can more easily track their involvement with your site.
When choosing a b2b eCommerce platform you must choose a system that can accommodate either need. You should be able to choose whether you want to allow Guest customers or not. Better yet, you should be able to toggle these settings easily on your own. Actually, it provides various options and you can choose which is best for your business.
You should have the following options available to you
- Prompt your customers to create an account on the eCommerce site before they can make a purchase. All their data would be saved as an Account in the ERP.
- Allow users to checkout as a guest and their info will still be recorded as a contact in the ERP.
- Or, if necessary, you can require customers to contact you for account set up. This is an appreciated feature for businesses that need to validate their customers before they can make a purchase.
In this series I will repeat this over and over. Find a system that is flexible and can be moulded into your needs.
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