Today's buyers look for speed, transparency, and ease of doing business. Chemical buyers are no exception! Recent McKinsey & Co. research reports show that 85% of chemical buyers prefer digital channels for repeat purchases and more than 65% of buyers prefer to learn about suppliers' products via digital channels. As a result, a digital storefront is not just a convenience but a necessity. When it comes to selling online, that leaves two major options: building a branded online digital commerce portal or using a pre-existing online marketplace to drive customers.
In this article, we’re showcasing the pros and cons of branded portal versus marketplaces for chemical manufacturers that want to sell chemicals online without losing their unique customer experience. We’re also sharing how chemical manufacturers can get the best of both worlds, accessing the benefits of both an owned portal and an online marketplace.
Defining a branded portal versus a marketplace
A branded online digital commerce portal is an always-on opportunity for customers to view your products, learn about your company, and request pricing information to help them make a purchase decision. From there, the ecommerce platform for chemicals tracks orders and documents via a personalized dashboard for each of your customers as well as for your teams.
An ecommerce marketplace, on the other hand, operates much like a physical mall or outdoor market. Multiple vendors are present in a central (digital) area, competing for the same customer set. For consumers, the marketplace, in general, is a destination, and they may be attracted to one brand or another depending on their needs or the brand’s marketing efforts.
Branded digital commerce portals: Great for owning the customer experience and data
A branded online portal gives you total control over the customer experience. When someone is looking to buy chemicals online and comes to your portal, they see how you differentiate from competitors, your story, and the value of working with you.
Pros: Branded online portal
Having a branded portal is great for a few key reasons:
Cons: Branded online portal
Branded online portals have one key challenge:
Marketplaces: Great for bringing multiple buyers to a single location
Online marketplaces focus on bringing lots of people to discover new opportunities and see what’s available to solve their needs.
Marketplaces are helpful for a couple of reasons:
Unfortunately, marketplaces are great for generic commoditized products but carry more cons than pros for complex, regulated industries like chemical manufacturing:
A common misunderstanding with branded online portals is that you won’t get the same number of customers coming to your door that you would from a marketplace. However, the reality is that when you own your own digital storefront, you can use a variety of technology tools such as SEO-ready product profiles, email marketing, and other digital marketing campaigns to bring even more traffic - or at least more relevant customer traffic - than a marketplace.
Own customer experience and get customers with technology
Agilis and UL partnered to make it easy for chemical manufacturers to have a branded online portal and drive relevant customer traffic from a marketplace. Now, chemical manufacturers can set up a branded online portal with Agilis to own their entire customer experience. At the same time, the UL Prospector marketplace integration brings the largest network of validated chemical buyers directly to your online portal.
Ecommerce for chemicals is a unique industry because of various safety concerns and regulations to maintain. However, that shouldn’t impact your ability to sell using modern digital tools. Both branded online portals and marketplaces have pros and cons. Still, new integrations with purpose-built ecommerce technology for the chemical industry make it easy to own the customer experience and bring customers directly to your digital storefront.
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