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Tips for B2B Ecommerce

December 21, 2016 Published by

When comparing the shopping experiences between the two, it’s common to see B2B and B2C companies take very different approaches to ecommerce. On one hand, larger audiences and intense competition have driven B2C ecommerce to grow and evolve rapidly. Meanwhile, B2B companies have focused on industry networking and strengthening relationships with returning customers – often at the cost of allowing their ecommerce capabilities to stagnate.

Slowly but surely, this is changing as more B2B companies are refreshing the design and functionality of their ecommerce sites to mimic some of the strategies for growth and customer retention employed by B2C ecommerce sites. In a way, a business is a group of consumers working together to find a product or service to meet a common need – so it makes sense to provide a shopping experience for businesses that’s similar to one for individuals.

In this post, we’ll point out key areas B2B companies should focus on to improve their ecommerce performance.

User Experience    

Customers expect a quality experience when they’re shopping online – whether for themselves or on their company’s behalf. To give your B2B customers a better user experience, take a hint from what B2C sites do by bolstering your site’s content and making it easy to find. Detailed and well-written content gives users the confidence to take the next step and contact you, or place an order. Additionally, a well-organized site structure helps customers find that information in as few clicks as possible.

Behavior Data & Analytics

B2C sites are experts at analyzing user data to accurately target customers for cross-sells and up-sells. Tracking user behaviors by way of site analytics can provide valuable insights you can leverage to better cater to your customers.  

Account Info

Customer accounts on B2B sites tend to be filled with comprehensive information. But, they aren’t always fully accessible for the customer. Allowing users to view order histories, check account data, and see the status of orders in progress can help users customize their B2B shopping experience while reducing common customer service inquiries.