Business-to-business (B2B) sellers must evolve as buyer expectations align with business-to-consumer (B2C) expectations.
B2B sellers can no longer rely on basic, functional portals to meet customer demands because younger buyers now seek the same seamless experience they receive from consumer eCommerce retailers—the line between B2B and B2C is blurring.
Business buyers expect the same user-friendliness and convenience they experience in personal online shopping. This demand for a more intuitive experience should prompt B2B businesses to rethink how they present products, pricing, and terms online.
Historically, B2B eCommerce was positioned as bland and simple, serving as a functional catalogue at best. However, there is now a trend towards creating unique, tailored experiences. For example, an apparel company might retain a client’s logo in stock, visible only to that client when they log in. This level of product access control ensures customers see content that is specific and unique to them.
Not many companies are adopting it to this extent. However, those leading the industry offer advanced features such as integrated Enterprise Resource Planning (ERP) systems to present real-time, customised pricing.
This is particularly critical in industries where prices, such as timber, fluctuate regularly. Instead of waiting for a quote, customers can view their unique rates immediately, significantly improving their buying experience and streamlining the process.
The driving force behind the change in B2B is the buyers themselves.
People accustomed to buying online in their personal lives now expect the same ease when purchasing for their companies. These expectations encompass pricing and the full range of services, from shipment tracking to online invoicing. Essentially, the user interface and overall experience must mirror what they encounter in B2C.
The integration between eCommerce platforms and other systems is becoming increasingly important.
Connecting the ERP to the eCommerce site allows instant updates, from prices to freight quotes. It’s about reducing human error and providing a seamless experience.
In this evolving landscape, sales representatives’ roles are also changing. While essential for relationship building, they now act as facilitators in a digital-first environment.
The path to improving B2B eCommerce should follow three key steps:
1. Personalisation is essential
Ensure the B2B eCommerce platform offers a tailored experience, including unique pricing and product ranges. This creates a more engaging shopping experience.
2. Invest in integration
Connect the eCommerce site with the ERP system for real-time updates and streamlined processes. This integration can significantly reduce errors and enhance efficiency.
3. Prioritise user experience
A user-friendly interface is now a necessity. Ensure the site is intuitive and attractive, reflecting the convenience of B2C shopping.
B2B eCommerce businesses that do not adapt risk falling behind as customers gravitate towards those offering a more personalised, engaging, and efficient online experience.
For more information, visit [https://convergence.co.nz]