Comment créer sa marketplace BtoB ?
Entrepreneurs ambitieux, vous avez forcément déjà entendu parler des marketplaces B2B. Vous avez déjà même songé à créer la vôtre. Cependant, êtes-vous sûre de savoir comment procéder ? La moindre erreur peut se révéler catastrophique et ruiner des heures de travail. Kreezalid vous explique comment créer sa marketplace b2b, pour lancer sereinement son business.
Définir son activité
C’est le point de départ de tout projet. Une activité bien réfléchie représente un gain de temps et une économie d’argent pour votre entreprise. Pour définir correctement votre business, vous devez être en mesure de répondre précisément à une série de questions sans vous projeter dans un futur hypothétique. Partez de ce que vous pouvez faire aujourd’hui. Prenez maintenant le temps de répondre à ces questions tout en restant pragmatique, cohérent et réaliste :
- À quel problème apportez-vous une solution ? Savoir pourquoi son produit existe évite de se perdre dans des actions chronophages, souvent onéreuses et surtout inutiles.
- Qui est particulièrement affecté par ce problème ? Vous définirez alors votre buyer persona, représentant officiel de votre clientèle. Connaître son client, c’est pouvoir être impactant.
- Comment allez-vous générer du revenu ? Comment allez-vous créer de la valeur ? Allez-vous plutôt opter pour une commission ou un système d’abonnement ? Ces questions vous permettront d’obtenir votre business model.
- Quels seront vos canaux de distribution ? Réfléchissez à la logistique du stockage à la livraison en passant par les commandes et la réception des marchandises, prévoyez large pour éviter de vous faire surprendre.
Vous avez les réponses à ces questions ? Alors on passe à l’étape suivante.
Connaître les différentes fonctionnalités d’une marketplace BtoB
Parce qu’elle s’adresse à un public spécifique, une marketplace BtoB devra s’adapter aux besoins particuliers de ses utilisateurs, tous deux professionnels.
Les différentes fonctionnalités d’une marketplace b2b
La nature de votre marketplace B2B, à savoir s’il s’agit d’une proposition de services ou de la vente de biens, est définie lors de la première étape, lorsque vous définissez votre activité. Si plusieurs fonctionnalités sont communes au bon fonctionnement de n’importe quelle marketplace btob, d’autres vont être propres à la nature de votre marketplace.
Communes à toutes les marketplaces B2B :
- une approche juridique fiable : CGU-CGV, RGPD pour ne citer qu’eux ;
- un système de paiements sécurisés propre aux marketplaces incluant des prélèvements SEPA ;
- prévoir un support client via un CRM par exemple ;
- possibilité d’effectuer un paiement différé sur facture ;
- stockage des informations des ventes et transactions effectuées ;
- calcul de la TVA.
Spécifiques à la vente de biens :
- établir un catalogue en ligne ;
- la gestion de flux de produits ;
- la gestion d’un panier moyen élevé ;
- faciliter la logistique : livraisons, stockage ;
- politique d’échange et de retour.
Fonctionnalités spécifiques à la proposition de services :
- établir un devis ;
- création d’une messagerie ou d’une boîte de dialogue pour faciliter les échanges ;
- créations de profils détaillés.
Ces listes sont évidemment non exhaustives. Chaque plateforme possède sa spécificité, et chaque entrepreneur sa façon de voir son business.
Quelles différences avec les autres marketplaces BtoC et CtoC ?
La principale différence repose sur la qualité des utilisateurs qui vont être mis en relation.
On retrouve la possibilité de vendre des produits ou de proposer des services.
Une plateforme BtoC met en relation directement des vendeurs et des particuliers. C’est l’exemple d’Amazon pour la vente de produits et de Doctolib pour les services.
Une plateforme CtoC va être à l’origine d’une économie circulaire en permettant à des particuliers de vendre ou de proposer des services à d’autres particuliers. C’est le cas de Vinted pour les biens ou de 5euros.com pour la proposition de services.
Les volumes de ventes et les services proposés sont différents.
Se lancer dans la création de sa marketplace B2B
Vous avez étudié votre offre avec précision et connaissez les principales fonctionnalités à développer sur votre place de marché. Il ne reste plus qu’à vous lancer. Plusieurs solutions s’offrent à vous et dépendent de 3 facteurs principaux :
- votre budget ;
- votre temps ;
- vos connaissances en développement d’outils informatiques dédiés à Internet.
Les CMS disponibles en ligne
Vous pouvez utiliser des Content Manager System. Disponibles gratuitement en ligne, ils vous permettent de construire une place de marché assez facilement sans trop de connaissances.
Si les CMS sont une solution de choix pour les petits budgets et les petits projets, ils ne sont pas adaptés aux besoins de la marketplace B2B. Vous serez vite limité dans leur utilisation.
Faire appel à une agence digitale
Très onéreuse, cette solution s’avère néanmoins rapide et efficace, surtout si vous n’y connaissez rien. En revanche, vous perdez en autonomie et en liberté.
Développer sa propre marketplace B2B
Envisageable uniquement si vous êtes un grand passionné des lignes de codes et que le temps n’est pas une contrainte. Faites attention à considérer la marketplace dans son ensemble et pas juste aux fonctionnalités techniques.
Vous pourrez être tenté de faire appel à un développeur, prenez garde à envisager l’évolution de votre marketplace dans le temps. Faire reprendre le code par un autre développeur n’est pas toujours évident et peut se révéler finalement très coûteux.
Utiliser un SaaS comme Kreezalid
Il s’agit d’un logiciel conçu spécialement pour créer efficacement sa marketplace. Vous êtes guidé tout en gardant le contrôle sur votre marketplace. C’est la solution la plus appropriée pour lancer sereinement sa place de marché sans dépenser des fortunes.
Pour aller plus loin et rendre les choses un peu plus concrètes, penchons-nous sur le modèle de 2 marketplaces btob françaises.
Quelques exemples de marketplace B2B populaires
La marketplace vente de produit Faire.com
L’activité de la marketplace b2b Faire.com
Créée en 2017 avec la volonté de permettre à chaque petite marque indépendante d’exister, Faire.com est une plateforme de vente de biens.
Le problème que souhaite résoudre ses fondateurs est celui de la suprématie des marques déjà bien installées. Faire.com favorise le commerce de proximité et permet à de petites marques de se faire connaître auprès des commerçants. Qu’il s’agisse de boutiques en lignes ou de magasins physiques, tous les détaillants immatriculés peuvent s’y inscrire et passer des commandes.
Son business model
Faire.com applique une commission sur le prix total des commandes. Le pourcentage est de 15 %.
La première commande bénéficie d’une commission plus faible pour encourager le premier achat. Le pourcentage n’est que de 10 %.
Les clients fidèles de la marque avant sa mise en ligne sur la plateforme, sont exonérés de cette commission lorsqu’ils passent commande via Faire.com. La plateforme reste gagnante, car elle génère du trafic grâce à eux.
Fonctionnalités spécifiques de la plateforme Faire.com
- mise à disposition des marques d’un CRM (logiciel de gestion client) ;
- la logistique prend en charge les livraisons et les retours ;
- la mise en place d’un délai de paiement à 60 jours ;
- assure la gestion du flux de produits ;
- catalogue en ligne ;
- plusieurs moyens de paiement sécurisés disponibles, carte bleue ou compte bancaire ;
- prise en charge de la facturation et de la TVA.
La marketplace française de services Malt.fr
L’activité de la marketplace b2b Malt.fr
Anciennement Hopwork, Malt est une marketplace btob de services.
L’idée est lancée en 2013 par 3 entrepreneurs, eux-mêmes confrontés à la difficulté de trouver des professionnels sur une mission temporaire. Ils ont alors eu l’idée de créer une plateforme pour faciliter la rencontre d’entreprises pleines de projets, et d’indépendants prêts à valoriser leur expérience.
Son business model
Les 2 sources de rémunération principales de la plateforme Malt :
- Une commission directement prélevée sur le montant payable au freelance. Le pourcentage de cette commission s’élève à 10 % du prix total de la mission les 3 premiers mois de contrat. Après le premier trimestre de collaboration, le pourcentage n’est plus que de 5 %.
- L’offre d’accompagnement pour les entreprises, fournisseuses de projet. Une commission supplémentaire du montant totale de la mission est facturée à l’entreprise cliente. Le pourcentage dépend du niveau d’accompagnement choisi par l’entreprise.
Fonctionnalités spécifiques à la plateforme Malt.fr
- boîte de dialogue pour mettre en relation le client et l’indépendant ;
- l’élaboration de devis ;
- mise en place d’un champ de recherche ;
- le paiement tripartite via le service mangopay.
Vous avez en main les informations nécessaires pour vous lancer dans la création de votre marketplace B2B. Pour vous accompagner au mieux dans votre démarche, Kreezalid vous propose d’essayer sa solution gratuitement pendant 14 jours. Un bon moyen pour ne pas vous tromper et pour bénéficier des meilleures technologies en matière de marketplace.
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