B2B E-commerce: the Mister Worker™ case

Gianluca Borsotti
CEO and Founder Mister Worker™

With the value of digital transitions constantly growing, 75% of which related to B2B, we are witnessing an increasing number of companies reviewing their purchasing methods, in favor of specialized and professional e-shops, where to buy products and spare parts more quickly, transparently and securely.

In fact, buying online increases efficiency: errors are reduced, recursive orders are better managed, prices can be easily compared and payment methods are simplified. Without forgetting the fact that web portals are always active to receive orders.

A successful reality operating in this sector is Mister Worker ™, founded in 2013 as a digital store of work tools for companies and professionals. Its awards include the first prize in the Digital Export category at Netcomm Awards 2019, as 80% of its total turnover has been sold in over 150 countries around the world.

Its B2B e-shop focuses in particular on the Oil&Gas, Aerospace, Shipyards and Automotive industries; its catalog counts over 40 thousand products complete with detailed technical sheet, and it supplies leading brands such as Eni, Ducati, Siemens, Versace, but also organizations such as NATO.

 

How does B2B e-commerce work?

 

50% of Mister Worker™'s sales come from professionals who enter the site, choose the products, fill their cart and complete the transaction. The other 50% comes from companies that, through their employees (Purchasing Department etc.), enter the site and start a negotiation with a contact form, eventually leading to the purchase.

The offline negotiation starts from an online lead generation campaign, in which e-commerce is the crucial Marketing channel. Locating the campaigns is surely a key, an essential condition to sell in over 150 different countries. Just to make an example, there are even campaigns in Bahasa language, which is spoken in Malaysia.

Campaign also means search engine: e-commerce becomes the entry door leading to these two ways to transaction, the online process and the classic B2B process, aka negotiation.

Compared to B2C e-commerce, B2B has higher sales volumes. Just think about maintenance in the aerospace industry. Customers such as Lufthansa or Mongolia Airlines make transactions for an average receipt of 4-5 thousand euros. OGS Vietnam was the customer with the highest purchase rate in 2019, with a turnover of some hundred thousand euros.

Compared to B2C, B2B penetration is of course still very low, so this is an opportunity not to be missed. The goal is to create a sales network where you are a leader, with vertical retail, individual sectors and niches, thus special skills are required of the customers, starting from the product identification and selection.

  

The role of content in B2B

 

Digital should be driven by the principle "lesson learned". In order to understand what works, you have to experiment without ever forgetting the vision to which you aspire.

Mister Worker ™ was initially called Attrezzi&Utensili.it and among the first attempts there was a website in German, since the tool market is very lively in Germany. This first opening to other languages allowed it to take off on a global scale.

As far as digital channels are concerned, testing is also the key: it was found, for example, that Youtube is more effective than Facebook when it comes to branding.

What is the role of content in a B2B e-commerce like Mister Worker™? For a professional worker or an industrial line maintainer, a complete sheet with all the technical characteristics of a product, the list of equipment and a detailed guide on its use and performance is indispensable.

For this reason the product sheets on the site, in addition to photographs and technical information, are enriched with video tutorials. Those are provided by the supplier companies (see an example here) or by the website itself (see here), they can be real footage or 3D animations and they show the product from different angles and in its context of use.

The biggest problem is SEO: when you deal with purely technical products, it gets complicated to add text content that can be processed by Google engines, as they seem to find it difficult to index technical data. In this case, multimedia content turns out to be a very valid support for indexing purposes.