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Top Trends Driving B2B eCommerce

Woman on computer and laptopTraditional B2B selling channels may still be the most influential form of B2B commerce; however, an increase in buyer expectations has led to a rapid shift to digital B2B commerce. A recent study shows that more than half of global B2B buyers will make at least 50% of their purchases online within the next three years. This means B2B customers are changing the landscape of B2B selling as they’ve come to expect a buying lifecycle that includes digital experiences before, during and after the sale.
These are the top four trends driving B2B companies to rebuild their eCommerce sites to satisfy the growing demands and high expectations of their customers.

    • Improving the B2B Experience to Match B2C Expectations
      As B2B buyers become more empowered, they are demanding the same type of experience as B2C consumers. Buyers are no longer satisfied with fragmented experiences – they want a seamless one. As today’s buyers transition their product search and purchases from traditional, offline channels to digital settings, companies that do not adapt will fall behind.
    • Supporting B2B Omni-Channel
      Leading B2B sellers recognize the importance of integrating systems and platforms that support omni-channel requirements of today’s B2B buyers. Driven by online purchasing experiences, buyers are demanding omni-channel capabilities across the buying lifecycle when making business-related purchases.
    • Using Insourced B2B Platforms Over Third-Party Procurement Providers
      By using their own eCommerce platforms and branded sites over third-party procurement providers, B2B sellers have a higher level of control over the buyer’s journey, their brand, sales, and customer connections. Bringing these platforms in-house also allows for greater differentiation and flexibility, and reduces outside costs with affordable, enabling technology.
    • Allowing for Buyer Self-Service
      B2B commerce sites provide buyers the ability to research products and manage the buying process anytime, anywhere. While the customer benefits from convenience and control, B2B sellers are able to deliver these competitive benefits at a lower cost point and accelerate the sales cycle, while gaining more transparency and insight into the customer’s needs, patterns, and buying cycles.

These top trends and others are helping to drive B2B eCommerce. B2B companies need to meet these customer expectations by reshaping their channel sales strategies and investing in new technologies. By providing a seamless and consistent cross-channel experience, organizations can build loyalty with their customer base and target new organizations.

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Noelle Reinhold, Marketing Director

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