B2B eCommerce is evolving quickly, with customer expectations rising and technology evolving at a feverish pace. In a recent webinar, Zoey shared a number of trends and techniques that B2B eCommerce businesses should be thinking about when making decisions about their future. Here are a few key takeaways from the presentation, which you can also watch above:
1. Content is king for B2B eCommerce
B2B eCommerce buyers tend to do more research, have more decision makers involved in the process, and overall are much more deliberate about their buying. As such, the more a B2B eCommerce business does to make information readily available, accessible and easily shared, the more likely they are to gain a leg up in the selection process. Information can be shared in a variety of forms, from details on a product page, to a print-friendly sheet such as PDF, to mobile friendly content that can render accurately for those employees on the go. The more flexible the options in the information you share, the more likely it will resonate with the stakeholders who require it.
2. Completely closed sites put merchants at a disadvantage
Information discovery is increasingly being done online, with many B2B eCommerce buyers turning to search engines like Google to look up information about what it is they want to buy. Historically, many B2B eCommerce sellers would lock down their sites, to avoid giving out proprietary information or giving their competitors an advantage. Modern platforms like Zoey help balance the need to protect key information, like pricing, with publicly useful information, like product descriptions, by allowing add to cart and pricing to be turned off for non-logged-in site visitors. Use your products as a way to get customers to you, and then leverage other techniques, like quote inquiries and registration forms, to get customers inside the wall.
3. B2B eCommerce buyers expect B2C features, but have their own needs
A B2B eCommerce buyer at work is still a B2C buyer when they get home. They're used to standard capabilities on sites like Amazon, Walmart and eBay that provide polished, seamless eCommerce transactions. Their B2C experiences increasingly guide their expectations when shopping on a B2B eCommerce site. Self serve options like My Account areas with order tracking, reordering and address book/payment management are standard expectations, for instance.
That said, B2B buyers still have specific expectations. B2B customers, when ready to buy, want an easy way to complete the transaction; the decision has been made. So B2B-focused capabilities like enhanced search, quick order forms, and streamlined checkout can be among the best decisions a B2B eCommerce seller can take to ensure a customer will complete the purchase on your site.
To learn more about how Zoey can empower you with the tools necessary to provide a modern B2B eCommerce experience, contact us for a free consultation and demo: