There remain several important differences to recognize when shifting a B2B business mindset to a B2C outlook. Location is an important consideration, as B2B businesses can be multiple in countries that will entail more complexity than in the case of B2C organizations. Similarly, when it comes to user management of digital platforms and content, the conversational and bespoke nature of B2B interactions is often not present in B2C.
Agribusiness can overcome those obstacles in the B2B space by using innovative technologies and marketplaces and aggregators. To keep pace with change, companies must integrate an e-commerce architecture built to support B2B, and empowers them to create compelling and differentiated customer experiences. This can include using relevant initiatives such as API portfolio planning, rolling out Salesforce and ERP rationalization.
Agribusiness B2B leaders exploring emerging business models will find the best innovative marketplace initiatives, many of which have sprung up in the agricommerce space. These include trading platforms to execute sales, leasing and rental of agriculture machinery and equipment; farmers-to-farmers or farmers-torestaurants and retailer networks; B2C retail and distribution of food and equipment; B2B procurement of wholesale food, grocery and equipment marketplaces; direct sales platform for agriculture inputs, machinery and replacement parts; agriculture insurance and procurement financing; and finally crowdfunding or financing for farmers.
Marketplace initiatives have enabled farmers who built businesses marketing locally grown produce to grow across the country. After expanding the family farm business from selling at the local market to a network of local retailers, Sarah Frey secured her first contract with major national retailer Walmart, thus making Frey Farms pumpkins and watermelons available across the country. Her business, Frey Farms, is now a multistate company producing, packing and shipping watermelon, cantaloupe, sweet corn, pumpkins and squash to all the top U.S. retailers.