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In today’s digital business environment, b2b sellers need to ensure they consistently offer an online experience that meets customer expectations, supports increased sales and grows brand loyalty. But there are many myths around b2b ecommerce that continue to hold back some companies. Here are some of those myths – and why you can ignore them:
Although trade in the b2b sector has often traditionally relied on long-term contracts and close personal customer relationships, the proliferation of online services and b2b buyers’ own experiences as consumers mean that there is an increasing expectation of a seamless, personalised experience across all digital interactions.
I’ve known of Chloe Thomas (ecommerce author, expert, thought-leader) for some time now, so I was delighted when she invited me to speak in her eCommerce Masterplan Virtual Summit.
Today’s b2b customer experience expectations demand a personalised approach to delivering enhanced levels of engagement that in turn boost ecommerce performance. This puts significant pressure on sales and marketing teams to develop fresh and innovative solutions that improve the quality of customer interactions. As a result, many companies are utilising marketing automation tools to drive website traffic, improve sales and support greater customer loyalty. At the same time, these companies recognise the importance of the human touch in building and maintaining strong customer relationships.
For many manufacturers, developing a b2b ecommerce strategy is not an immediate priority. These companies say that ecommerce won’t benefit them because they’re only selling to wholesalers and distributors. But in reality, those manufacturers who have successfully launched a digital sales channel are seeing increased revenues, lower operating costs and higher margins. So how does b2b ecommerce deliver these advantages?
Spending on b2b ecommerce software is accelerating at twice the speed of b2c, with manufacturing and wholesale businesses leading the way in deploying b2b platforms as an integral part of their omnichannel sales strategy. It’s a trend driven by the changing expectations of today’s b2b buyers who increasingly demand an Amazon-style online customer experience. Here are some of the key factors that are impacting the adoption of ecommerce solutions in the b2b arena.
Selling in the b2b ecommerce market is very different to retail b2c selling, so we’ve drawn on our b2b experience to put together a few tips to help you boost sales.
Successful b2b ecommerce is not just about the great design or smart technology that goes into your website. It’s also down to how well you market your site and ensuring that your customers actually use it. In b2b, businesses can often be resistant to changes in the way they work, so given the advantages of ecommerce for both sellers and buyers, it’s important to work closely with your customers to encourage adoption and use of your online store. Here are a few thoughts on some approaches you can use…
Building strong, long-lasting relationships with customers and trading partners is high on the strategic agenda for most companies selling in b2b markets. It’s a priority that’s embedded into practices across the business, and especially in ecommerce processes where capabilities have now moved beyond automated ordering systems to encompass the management of more complex, higher value transactions. So how are b2b companies optimising this approach to deliver increased revenues?
What are bounce rates?