Convictional B2B

Many human scale businesses would like to augment their direct (business-to-consumer or B2C) marketing channels with complementary, indirect (business-to-business or B2B) channels—commonly known as wholesale distribution. The problem is wholesale can devolve into an order-processing hairball. Absent better alternatives, wholesale customers submit orders by phone, email, and even fax. Every relationship is unique. The resulting overhead can be prohibitively expensive. Roger Kirkness at Convictional wants to help automate B2B e-commerce to allow sellers to grow their wholesale channels profitably.

  • If you sell to wholesale customers who are a lot larger than you, they will most likely require you to use some variant of the electronic data interchange (EDI) protocol to share order information. When you sell to Walmart, Walmart sets the rules.
  • If, on the other hand, you sell to boutique, brick-and-mortar stores, the least-bad solution might be a web portal. It's not yet practical for a seller to share information with a retailer's point-of-sale (POS) system. Buyers will still be faced with manual order entry, but a well-designed web portal beats the hell out of their keeping track of ad hoc emails with spreadsheet attachments.
  • Finally, if you are selling to relatively small buyers who sell online, chances are they are using one of the leading e-commerce platforms such as Shopify, WooCommerce, or BigCommerce. In that case, the applications being developed by Convictional can allow for automated sharing of order and fulfillment information.

Convictional isn't trying to replace EDI across the board. Rather, it offers EDI-like automation for smaller users of modern e-commerce platforms who can't afford the complexity that EDI demands.

Even if inventory no longer bounces around the planet from manufacturer to importer to distributor to retailer, information about orders must move from one party to the other if new forms of indirect distribution are to work.

  • Phone and email are ubiquitous but inefficient.
  • EDI has worked for decades but it's complex and expensive.
  • Convictional is breaking trail to provide a new path for B2B sellers and their customers who utilize modern e-commerce platforms.

Globalization drives specialization. Profitable niches demand low overhead. Keeping overhead low mandates the intelligent use of automation. Convictional is focused on a leverage point—automated sharing of B2B transaction data. It's worth checking out.