Any business must be close to its customers to be efficient. Knowing the customer's needs and desires helps create effective marketing strategies and targeting, increases loyalty, improves product lineup and much more. However, in B2B2B relations, the customer (or retailer) is obscured from the business' view by the middleman. This article describes two ways in which a headless ecommerce platform can help solve this difficulty.
B2B2B relations usually consist of a manufacturer producing goods, a wholesaler distributing these goods and a B2C business actually selling those goods to the consumer. For the sake of clarity, I will name them the manufacturer, the wholesaler, and the retailer, standing for the three Bs in B2B2B.
To be efficient and sell more, the manufacturer must have a thorough knowledge of the retailer. The problem is, in B2B2B relations, the retailer is obscured from view by the wholesaler; there usually is no direct line of communication between the retailer and the manufacturer.
Historically, this problem was solved by developing a trusted partnership with the wholesaler, with the latter providing all the needed information on their customers. This approach, however, placed a strain on the wholesaler, who had to collect and present all the data; therefore, his employees had to do more paperwork. The wholesaler could also be tempted to hide some unsavory facts from the manufacturer, which, in turn, means more work for the manufacturer’s employees to control the wholesaler.
An API-based ecommerce platform can solve this problem. Here are two examples of solutions that are both efficient and profitable for all parties involved.