How B2B Ecommerce in the UK is Taking on Amazon – and Winning

As B2B ecommerce passes the £1 trillion mark, new evidence highlights how businesses in the UK are beating Amazon at its own game. The ecommerce giant last year claimed a global net slice of online sales totalling 178 billion US dollars. But instead of letting that put them off, online B2B operators have seen it as an opportunity.

Award-winning Comgem is one of the UK’s leading developers of B2B ecommerce solutions. It is spearheading the charge against market dominance and says innovation and originality is winning over buyers.

Dani Attard, co-founder and CEO of Comgem, says: “B2B ecommerce is literally on fire in the UK. Businesses have recognised opportunities and are utilising dynamic technologies to reduce costs and avoid potential pitfalls. Many have seen household names try to take on Amazon and fail. From errors made by the likes of Tesco Direct, they have identified huge growth markets and adopted the innovation required to succeed.”

Automation disrupts Amazon’s stranglehold

The dynamics of the B2B ecommerce sector makes it a prime candidate to flourish in both established and emerging markets. As well as taking efficiency to new levels with unprecedented abilities to integrate systems, independent B2B businesses are also tapping into lucrative B2C revenue streams. Turnover in this sector rose to £13.7 billion in the UK last year. In addition, those engaged in B2B ecommerce have been quick to adopt highly responsive mobile commerce and multi-channel selling.

Dani points out: “Automation is no longer the domain of Amazon. B2B ecommerce in the UK is using it to successfully compete. Businesses are beating Amazon at its own game. They are achieving growth using automation to simplify complex processes and improve the user experience. Automation is also driving down operating costs, allowing businesses to pass on savings to customers. This has made them much more competitive.”

Personalisation gains customer loyalty

Online B2B businesses in the UK are challenging Amazon by being unique and embracing personalisation – from marketing to customisable products. They are connecting with customers on an emotional as well as fact-based level. What’s more, they are rewarding their customers through loyalty schemes which, unlike Amazon Prime, does not require an additional spend.

“Being able to offer product variations and customisable goods is important in the B2B sector,” says Dani. “B2B ecommerce is squaring up to Amazon by successfully identifying trends as well as gaps in customer spending. The most agile operators are utilising powerful reporting tools to increase revenue and further drive efficiencies.

“Crucially, they have recognised the importance of investing in flexible ecommerce solutions that ensure they can not only compete but grow. They are ensuring it is easier for customers to make the switch by offering them the products and user experience that beats Amazon hands down.”


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About Comgem

Founded in 2004, Comgem was created with a simple aim to develop software solutions that would allow customers to generate awareness, sell more and make their business processes more efficient. At the same time as providing b2b customers with an innovative solution that not only has the functionality needed to succeed but looks amazing too. Over the years Comgem's offering has evolved, our founding principles to help our customers build a better business have remained the same. And they remain fundamental to our suite of business solutions which cover the entire life cycle from customer acquisition to building post-purchase loyalty. Our team serve customers from our purpose built Bridgend head-office. We have a shared passion for technology and helping customers. We are constantly evolving and are driven by feedback to ensure we deliver the best service possible.


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