The New B2B eCommerce Experience Buyers Expect

July 31, 2015

Four51 has created countless B2B eCommerce sites during our 15 year history. Many of those sites support some of the most well-known brands in the world, helping them solve their ordering problems. Whether it be getting product to retail locations, supporting their diversified sales channels, or increasing the efficiency of order processes, the solution built has handled it.

Over the years, we’ve learned that traditional B2B users tend to know what they want, have a limited amount of time, and an existing business supplier. They want to get on the site, place their order, and get back to their work. Therefore traditionally, B2B sites have been designed with limited branding and basic product information to account for more focus on the complex B2B ordering functionality – such as pricing strategies, approval rules, and different payment methods.

Recently, however, there has been a shift in the market. B2B sellers and B2B buyers are seeking a better user experience, more comprehensive product information, and a more sophisticated product search. A more B2C-like experience becomes important for B2B companies seeking to acquire and retain new customers and revenue growth.

Here are several B2C-like features that will help improve the B2B eCommerce experience:

  • Branded design
  • Comprehensive product information
  • Sophisticated product search
  • Enhanced SEO capabilities
  • Email and social media integration tools
  • Advanced reporting and analytics
  • Chat & real-time Q&A
  • Mobile-friendly, responsive websites

The main point here is that when you are choosing a Commerce solution, make sure it doesn’t leave you feeling like you’re trying to stick a square peg in a round hole.

Your eCommerce solution should be able to adapt to you (with B2B and B2C features alike) and not you to it.