The biggest mistake in B2B: Starting with technology instead of strategy

By José Gascón, Director at Trilogi | Extract from his talk at LogiCommerce Connect

As more and more B2B companies move into the digital space, one of the most common and costly mistakes they make is starting with technology instead of strategy.

At Trilogi, with over 25 years of experience in B2B and B2C eCommerce, they’ve helped hundreds of brands make the leap to online sales. And if there’s one thing they’ve learned, it’s this: while technology is important, it’s not the place to start.

Do you really need a B2B eCommerce platform?

The first question you should ask yourself isn’t “Which platform do I need?” but rather “Why do I need a B2B platform?”. Many companies believe they need the "best platform" just because their competitors have one, or they feel pressured by the market. But each company is unique. Not all of them have the same digital maturity, resources, or business needs.

A common mistake is confusing a B2B platform with other types of tools. Do your sales reps need an optimized visit planner? That’s a mobile sales tool, not a B2B eCommerce platform. Do you need a space to host technical documentation or product catalogs? That’s what a corporate website or repository can do — you don’t necessarily need a B2B eCommerce solution.

At Trilogi, a true B2B platform is defined as a sales platform for professional customers, where they can place orders, repeat purchases, consult personalized pricing, and have a “24/7 sales rep” available. The goal is clear: to sell more, retain customers better, and acquire new ones.

Are you really ready?

Before launching a B2B channel, ask yourself:

• Do I have the necessary resources (team, budget, time)?
• Do I understand my customers and their digital buying habits?
• Is my tech ecosystem (ERP, CRM, PIM…) ready to integrate with a B2B platform?
• Have I defined internal processes for customer service, returns, logistics, etc.?
• How will I measure the success of the B2B channel (sales, recurrence, new clients)?
• Who can help me define the strategy and choose the right technology?

For example, if your current ERP system doesn’t integrate easily, maybe now is not the time to launch a B2B project. Similarly, if you still receive orders by fax — something more common than you'd think — pushing those clients into a digital channel without proper guidance could be a mistake.

A B2B platform isn’t just a website — it’s an operational transformation. From customer service to returns and logistics, everything needs to be aligned for it to work.

The big question: What platform should I choose?

Once your strategic needs are clear, it’s time to choose the technology. This is where many businesses feel overwhelmed. The decision usually comes down to two models: SaaS (Software as a Service) or Open Source platforms.

• SaaS/PaaS platforms (like LogiCommerce or Shopify): Hosting, maintenance, and updates are included; they offer high availability and low cybersecurity risks. Ideal for companies seeking operational efficiency and reduced technical dependency.
• Open Source platforms (like PrestaShop or Magento): Highly customizable, but require ongoing maintenance, manual updates, and can generate hidden costs.

At Trilogi, they position themselves as platform-agnostic. They work with multiple systems (LogiCommerce, Shopify, PrestaShop, CommerceTools…) and help each client choose the one that best fits their business model.

Watch out for the TCO: Total Cost of Ownership

It’s not just about whether the platform charges a license fee or not. TCO includes:

• Initial costs: Licensing, development, infrastructure…
• Recurring operational costs: Maintenance, support, backups…
• Indirect costs: Training time, system downtime, team efficiency…
• Integration costs: ERP, CRM, marketplaces, logistics, automation, and more.

Choosing the wrong platform can be very expensive.

Real Cases: When strategy comes first, projects succeed

José shared several real-world examples that reflect this strategic approach:

Bosch Marín: A manufacturer and distributor of designer stoves and fireplaces, Bosch Marín needed a B2B platform to streamline operations with its distributors. Working with Trilogi and using LogiCommerce as the core technology, they developed an eCommerce platform fully integrated with SAP Business One, adapted to their complex product configuration needs.

More than just a typical ordering portal, each distributor can log in, view the catalog with their own branding and pricing, and generate real-time quotations with their logo — even if they don’t have a website of their own.

Outcomes:

• New online B2B channel tailored for their distributor network.
• Digitization and automation of order processing.
• Increase in orders and sales through a more accessible, personalized, always-available tool.
• Centralization of services in one integrated platform.

SERHS Equipment: Initially operating on Magento 1.9, Serhs Equipments needed to migrate before the platform was discontinued. Instead of upgrading within the same ecosystem, they chose a more powerful and flexible solution: LogiCommerce.

After a full audit, Trilogi proposed a complete migration strategy to a modern B2B/B2C environment. The new platform improved both frontend and backend usability and included smart search, order management, and a fully responsive user experience.

A custom integration was also developed for their legacy ERP (Microsoft Navision) using an intermediate database to ensure smooth synchronization.

Outcomes:

• Increased traffic thanks to improved SEO and structure.
• Better conversion rates with a redesigned buying journey.
• Enhanced user experience with a modern, responsive layout.

Clima: The iconic umbrella brand Clima began its digital journey in 2019. Before launching its own eCommerce site, it focused on building presence and validating the market via Amazon, supported by Trilogi.

Trilogi created a tailored Amazon marketing strategy including campaign management, product page optimization, and Amazon Store development. Today, Clima also operates its own online store built with LogiCommerce.

Outcomes:

• +326% increase in Amazon sales year-over-year.
• +53% increase in product page traffic.
• Amazon solidified as a growth driver.

Comas & Partners: Comas & Partners, a high-end cutlery manufacturer for the HORECA channel, sought to expand online and reach new segments. Trilogi guided their digital transformation with a hybrid B2B/B2C model using LogiCommerce.

The process began with a strategic consultancy to evaluate the market, define the hybrid commercial model, and plan for a smooth and cost-effective implementation.

Outcomes:

• Launch of a digital channel aligned with current trends and new customer segments.
• Expansion to B2C without losing focus on B2B.
• A strong foundation for sustainable online growth.

Conclusion: Strategy, technology and marketing — In that order

At Trilogi, the vision is clear:
"We don’t just build online stores — we build strategic projects. A successful project must start with strategy, continue with the right technology, and be powered by marketing."

Because a well-built store without visibility is useless. And a powerful tech platform poorly implemented won’t get you anywhere.

Complete video of the session: