The B2B Digital World: B2B Buying Habits

August 13, 2015

There’s no doubt about it – the B2B digital world has arrived. Countless research reports, blogs, and news articles have all pointed to eCommerce as a solution saying, “Move your business online and stay ahead of the competition.”

However, simply adopting an eCommerce solution won’t ensure you get ahead. You need to understand your buyers’ mobile habits in order to be a leader in this ever-growing B2B digital world and to maximize the potential of your solution.

Here are four mobile buying habits to keep in mind in today’s B2B digital world:

Research moves online.

According to Forrester, 74% of B2B buyers are researching at least half of their business purchases online. On average, these researchers will do about 12 searches prior to interacting with a specific company’s site and once a vendor is found, they will visit the site 3-5 times before making a final decision (according to Think with Google). To create a positive digital experience for these buyers, make sure to have transparent product information and an easy-to-use user interface. Consider customizations such as guest checkouts or a Q&A.

Say hello to Millennials.

The millennial generation is well on their way to becoming the decision-makers in B2B business. In fact, according to a recent report by The Pew Research Center, millennials now outnumber baby boomers in the workplace, taking 34% of the positions compared to 29% for baby boomers. In addition to that, almost half of all online researchers in the B2B space are millennials (Think With Google). How will you meet them online?

Mobile matters…

In the era of smartphones, mobile matters. Around 42% of B2B buyers use a mobile device at some point during their purchasing process (Think With Google). The tech-savvy generation of millennials requires a seamless omnichannel experience, with 87% of them using between two and three technical devices daily (Forbes). Responsivity is important for the design, but also for the functionality. Consider the checkout process, approval rules, and product search on a mobile device, and how your eCommerce solution accounts for that.

…And brand does too.

Now that your buyers are able to do so much research on their own, interaction with a sales member happens much later in the purchasing process. 57%…that’s how far along B2B buyers are in the sales process before they are ready to talk to a sales rep (The CEB). Branding, traditionally overlooked in B2B business to account for more focus on complex functionalities, becomes significant. Find an eCommerce solution that is customizable not only to your business but also to your brand.

To stay relevant in this new B2B digital world, keep these buyer habits in mind.

A smooth eCommerce experience that provides potential customers with the right information simply attracts more buyers and gives you an edge over competitors.