B2B e-commerce: B2B customers and their expectations of online shops

B2C and B2B customers in comparison

The demands of buyers in B2B e-commerce for good usability, fast response times, and personalization should not be underestimated. After all, in their private lives, they are consumers just like you and me and have become accustomed to the advantages of B2C shops.

Nevertheless, there are different motives, framework conditions, and goals when it comes to online shopping, meaning that the purchasing behavior of B2B customers differs from that of B2C buyers. In the following table, we have compared four characteristics of the purchasing behavior of both customer groups.

Comparison of purchasing behavior characteristics of B2C and B2B customers

1. Enjoy browsing vs. often buy under time pressure

In B2C, online shopping often becomes a hobby, so people enjoy spending a lot of time doing it. Customers are happy to take their time. Your B2B customers, on the other hand, (usually) don't have time to browse your online shop comfortably on the sofa with a cup of tea. Deadlines have to be met, production depends on items, and there is other work to be done.

2. Mostly make single purchases vs. often make repeat purchases

End customers usually purchase products on a one-time basis. B2B customers, on the other hand, often need the same products at regular intervals.

3. Purchasing at the same prices vs. purchasing at individual prices and in an individual assortment

In the B2B sector, there are often many individual contractual arrangements that influence prices. As a result, different customers/companies may receive different product ranges. Regional availability can also play a major role. You should reflect these aspects in your online shop.

4. Not tied to a specific store vs. aiming for a consistent supplier relationship

Personally, I always enjoy discovering new and exciting online shops. This keeps the range varied and guarantees that browsing is fun.

However, once B2B buyers have found a reliable dealer, they are reluctant to switch to another one. Switching involves much greater effort and costs. It is therefore in the interests of both parties to build a satisfactory, long-term relationship.

How to meet your customers' requirements in B2B e-commerce

Now you know what customers expect from B2B retailers. We will now show you how you can meet these expectations with targeted measures.

Quick start to the purchasing process

Since B2B customers usually don't have time to browse around an online store for long, the ordering process should be quick and efficient. The following aspects will help you achieve this:

Quick start via Type Ahead

A search function with type-ahead and product suggestions with images helps your shop customers quickly find suitable products. The ability to search by item numbers also contributes to a quick start to the shopping process. By playing out the order in the type-ahead search based on personal customer preferences and individual click and purchase behavior, you can make it even easier to get started. Individual suggestions at the category, product, and content level that match customer preferences ensure a smooth start and fast results in B2B e-commerce.

Example of an intelligent search with product suggestions in the iba online shop (source: screenshot from iba.ch)

Product filtering via navigation

When a customer is on a product overview page, dynamic faceted navigation in the search results list offers a good way to narrow down products according to desired criteria. The number and selection of filters are based on the search term. In addition, it is possible to adjust the order of the filters to reflect personal customer preferences and individual click and purchase behavior in order to further support product research.

Support with product selection via product advisors

Expert advice from brick-and-mortar stores can be transferred to digital commerce with the help of an AI shopping assistant. The assistant offers dialogue-based advice to identify the customer's needs and help them select products. Customers can, of course, ask questions, filter, or sort in the chat, while the assistant understands the context and displays suitable products directly in the results list. By taking individual preferences and behavior patterns into account, B2B customers receive personalized and efficient advice that makes the purchase decision easier.

Additional items on the product detail page

Relevant recommendations on the product detail page can show customers additional items that go well with the selected product and which the customer might not have discovered in the product range themselves. This could be a mounting bracket when purchasing a bathtub, for example. This way, B2B customers get everything they need for installation, for example. By showing B2B buyers suitable accessories that also match their personal preferences, the ordering process in B2B e-commerce can be accelerated.

Focus on relevant product categories

To make it easier for your customers to reorder frequently purchased products, you can assist them by displaying relevant products or categories on various shop pages.

Preferred categories on the home page

In the form of recommendation widgets, you can display preferred categories/products or recently purchased products directly on the home page, making it easier for your B2B buyers to reorder these items.

Delivery times and availability in product tiles

Delivery times and availability are crucial when choosing products, especially when B2B buyers are dependent on specific deadlines. By displaying actual delivery times in the product tiles after a real-time query (also possible for prices and availability), you can ensure that your shop customers receive all the information they need at a glance.

Note: Price accuracy is particularly important when prices are linked to the metal market, for example. This means they must be updated in real time. However, it is not only the market that can influence prices, but also

• the buyer's location,
• contractual provisions or
• the relationship history between dealer and customer.

All these influences must alsobe individually reflected online for each customer. This means that prices must be available and displayed in real time on the product detail page, in the search preview, and in the recommendations. Customer-specific prices are the second most relevant factor for shoppers, directly behind the search function.

Alternatives on product detail pages

It is also a good idea to place recommendation widgets on product detail pages. By placing them there, you suitable alternatives By taking personal customer preferences into account, you can guide your customers directly to the next product. If the customer is not 100% satisfied with a product that is displayed, you save them from having to search again.

Alternative recommendations in the B2B online shop hagebaumarkt as an example (source: screenshot from hagebau.de)

Consideration of concluded framework agreements

As already mentioned in relation to prices, there are many individual contractual arrangements in B2B e-commerce. As a result, different customers/companies may receive different product ranges. This should also be reflected in the online shop. Of course, regional availability must also be taken into account.

Display of individual prices on product overview pages

Display individual prices to your shop customers on the product overview pages (triggered by the search function or navigation). You should also take customer-specific prices into account on theme pages, brand pages, or special landing pages.

Example of customer-specific prices in the iba online shop (source: screenshot from iba.ch)

Display of individual product ranges on product overview pages

The same applies to individual product ranges. Here, too, you should tailor product visibility to specific customers, for example by hiding certain brands, items, etc. Make sure that the products displayed on all product overview pages correspond to the individual product range.

Do you offer your shop customers a customized product range? Tell us how you implement this in your online shop and share your experiences with us!

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Customer retention through building trust and loyalty

Even though customers in B2B e-commerce tend to make rational decisions and the framework conditions are predetermined, there is still an emotional influence in the decision-making process. B2B customers also buy from retailers who make them feel secure. Branding and customer service are very important in this regard. Since the customer journey does not end with the purchase, you should maintain contact with your customers even after the purchase and offer them incentives to visit your online shop again, so that a constant supplier relationship is established. With the help of the following after-sales measures, you can shape and maintain the relationship with your customers and retain them for your shop in the long term.

Establishing a connection via email

Emails are a great way to stay in touch with customers. For example, you can send out emails about special offers or newsletters about specific categories. Relevant product and content recommendations offer customers added value and encourage them to visit your shop again. The relevance of the recommendations is crucial here, and they should also correspond to individual prices and product ranges. By calculating the recommendations only when the email is opened, you can ensure that all information is taken into account. By using personalized emails, you can increase traffic to your online store.

Example of a personalized email from the online store BTI (source: screenshot of an email from BTI)

Personalized shopping area for each customer

A personalized shopping area creates a natural customer loyalty effect. This is an area in the online shop that is dynamically and individually tailored to each individual customer in terms of layout, design, and content. In this area, users can find products from their favorite brands and categories without having to search for them specifically and filter them manually. They are also inspired by new products and can keep up to date with shopping news. Relevant content suggestions create further added value. This creates a natural customer loyalty effect and can increase the repurchase rate.

Conclusion: Meet your customers' requirements in B2B e-commerce

The demands of B2B buyers have increased significantly in recent years. It is particularly important for buyers to feel secure and confident, and to be able to complete the purchasing process as smoothly and quickly as possible. Many B2C online shops can serve as a model for this. However, you also need to offer a number of extras, such as individual prices or customized product ranges. By meeting the requirements of your B2B customers, you will not only make your buyers happy, but also ensure optimized KPIs.

Sources:
¹ 2018 ibi research "Online purchasing behavior in B2B e-commerce" –Fast and convenient shopping and product availability are the most important reasons for shopping online
² 2018 ibi research "Online purchasing behavior in B2B e-commerce" –A search function and individual prices are important features for buyers – shopping without registration tends not to be