STORES ARE FUN
We LOVE to shop. Shopping is FUN because we are exposed to new ideas, stories and what our friends think about things. We get to know each other better faster by how we shop, what we buy and our reaction to those things we purchase. If you sell a $1M Software As A Service SaaS most of the FUN is behind a curtain.
A new customer signs on and you pop the champagne. Problem is your tribe of supporters and advocates don't feel part of that accomplishment. Stores create a commons everyone can easily contribute to AND it is socially appropriate to do so. If you sell an expensive SaaS a store with your team's favorite and related books creates a new (and cheap) "commons" for communication. Your brand feels more REAL and human too.
In a time of unlimited abundance and competition we buy from those we love. Five years from now EVERYONE will have a store (B2B or B2C) because benefits from creating stores so outstrip their costs. Why wait to be the 500th B2B store. Why not be one of the first 10? If you asked me how teams I've managed made more than $30M online I would say because we NEVER walked past an opportunity where the OVER (what we stood to gain) was so clearly 10x the UNDER (what the idea would cost us).
Lead, follow or become boring and a dinosaur. Open a store because you CAN and because, particularly if you are a B2B SaaS, what you will gain is so much greater than the cost.
(Original post at http://scenttrail.blogspot.com/2013/06/5-new-ecommerce-lessons.html)