Bestellkonzentration

Bestellkonzentration refers to the phenomenon where a significant portion of orders for a particular product or service comes from a small number of customers. This concentration can occur in various industries and business models, impacting sales strategies, customer relationship management, and supply chain planning.

In B2B markets, high order concentration is common, especially for specialized goods or services. A few large clients might account for the majority of revenue, making their satisfaction and continued business crucial. This necessitates strong account management and personalized service for these key customers.

Conversely, in B2C markets, order concentration might be less pronounced but can still exist if certain products become exceptionally popular or if a few retailers dominate distribution channels. The rise of e-commerce platforms can also lead to concentration, as consumers may gravitate towards a limited number of trusted online vendors.

The implications of order concentration are multifaceted. On one hand, it can simplify operations by allowing businesses to focus resources on a few high-value relationships. On the other hand, it presents a risk. The loss of a single major customer can have a disproportionately negative impact on revenue and profitability. Businesses facing high order concentration often seek to diversify their customer base to mitigate this risk, while simultaneously nurturing their existing key accounts to ensure stability and growth. Understanding the degree and nature of order concentration is therefore a vital aspect of strategic business planning.