The solutions

Luckily, none of these problems are insurmountable, and can be overcome with some research and process improvements. Here, we’ll concentrate on the B2B eCommerce strategy aspects.

So, what can you do to ensure the best possible B2B eCommerce experience that will keep your customers returning time and time again?

Data, data, data

One of the great things about B2B eCommerce is that you have literally tons of data at your fingertips.

The right B2B eCommerce website will allow you to track every individual visit, interaction and transaction. This allows you to analyse customer behaviour, optimise their journey through the buying process, and personalise their online experience. You can also assess the effectiveness of marketing campaigns, allowing you to make informed decisions for future plans.

However, add in an Enterprise Resource Planning (ERP) system, and a whole new world of data opens up. Suddenly, you can see your exact stock situation at any given moment, track order progress, and understand buying patterns. Never under- or over-sell again.

Delivery and tracking

Offer clients a range of shipping options and use tracking wherever possible. This provides reassurance to your customers that their goods are on their way.

Also, an ERP system will allow staff to see where in the process an order is, enabling them to answer customer queries in realtime, every time customers get in contact.

Product features

Use multiple high-resolution images that clearly show your products in all their glory. And add descriptions of the products features and benefits. This will not only reduce queries but will enhance the professional appearance of both your website and your business, making customers more likely to purchase.

Ease of checkout

Checking out an order should be simple and straightforward. Checkout optimisation is proven to increase conversion rates by more than 35%. That’s many more completed orders.

However, B2B buyer needs aren’t quite so simple as those of the B2C world. Payment terms are one of the top reasons for purchasing from a supplier according to 41% of all B2B buyers. You may wish to offer differentiated pricing, bulk-buy discounts, and 30-day or other terms. While B2B eCommerce businesses have had to move on, many organisations still work with bank transfers, or even cheques, rather than using credit or debit cards.

The checkout process is also a great place to relieve any concerns of B2B buyers when it comes to return policies or transparency about shipping and tax rates. Make the most of this opportunity by clearly laying them out prior to the final step.

Reordering processes

B2B eCommerce customers will often want to reorder. Make the process simple by allowing them to access previous orders with their artwork and clothing styles already stored. By making the reordering procedure easy, B2B buyers will return again and again.

Personalisation

Many – if not most – of us have shopped on Amazon. Amazon is an absolute genius when it comes to personalisation. You can’t buy a toothbrush without it suggesting other products you might like, tempting you with items you may not even realised you needed.

With B2B eCommerce, suggesting other products along with offering bundles of associated items, such as polo shirts, trousers and fleece jackets, makes the buyer’s life easier and encourages them to purchase more than they may have intended.

Personalisation can always be used to encourage sales even when the buyer may not be actively seeking to purchase. Keeping them updated on the stock situation of frequently-purchased items to encourage urgent purchasing decisions, and restocking schedules for forward ordering, are ways of increasing purchases.