3 Common Myths about Collaborative Commerce: Busted


It is typical for businesses to get excited about the potential rewards of collaborative commerce. It caters more effective communication, lowers costs, reduces errors along the chain and offers efficient management. However, some misconceptions can derail the efforts of your company. Instead of reaping these benefits, you will delay progress and, worse, face failure. Here are three common myths about collaborative commerce you should avoid.

Myth #1: Collaborative Commerce only benefits big companies with huge IT budgets.
This is probably the most common myth about collaborative commerce. Truth is, small companies benefit from c-commerce as much as the large ones do. In fact, it helps level the playing field across all company sizes. How does it do that? It connects your business to customers who are ready to buy. It also improves your promptness to respond to customer demands. Lastly, with c-commerce, your company size does not matter as much as your capabilities to provide touchless service and win over your competitors.

Myth #2: Collaborative Commerce will result to disintermediation from my customers.
Many businesses view their relationship with their customers as a distinguishing asset from their competitors. They fear that collaborative commerce, based on its nature, will disrupt these interactions. However, the truth is c-commerce simply changes the way businesses connect with customers. Rather than clinging to old ways of doing business, open yourself to c-commerce to collaborate better with your customers.

Myth #3: Collaborative Commerce is complete when you deliver information and get orders online.
C-commerce takes more than just product descriptions and procurement. It transforms the way you do business. It allows you to communicate with your customers, to understand your plans and requirements, and to make sure your strategy aligns with your goals and values. Through c-commerce, the journey of your business does not end with your customers viewing your website and ordering online. They are only the first steps towards a more mature collaborative commerce solution and greater ROI.

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Charlie Alsmiller

Throughout his career, Charlie Alsmiller has focused on customer problems in difficult industries such as Energy and Telecommunications. Prior to starting Appterra in 2005, Alsmiller was VP of Global Operations for Allegro Development, a leading provider of software for the energy sector. He has also served as president of OmniSpace Technologies, a leading SaaS provider that he founded in 1999. He spent over 10 years in the consulting world with Price Waterhouse and Deloitte Consulting, where he participated in a wide variety of projects for very high profile clients. Mr. Alsmiller holds a BBA from Baylor University in Management and Information Systems and a MBA from the University of Dallas in International Business. Specialties: Technology ventures, Enterprise Software, Contract Negotiation, International Operations, Private Equity, Product Management, Strategic Alliances, Software Implementation, Software Development

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