4 Reasons Why You Should Consider an Ecommerce Platform for B2B Sales

24. March 2023

By: Maja Bosák Vasiľová

Reading time: 2:48 min

SK

The pandemic has taught us the value of online purchasing, and this applies not only to e-shops and individual customers but also to professional buyers. Recent surveys have shown that the volume of purchases made by professional buyers increased by an average of 45% last year in the B2B segment. It’s clear that B2B digital commerce is one of the top e-commerce trends for 2023. Therefore, choosing the right e-commerce platform is a critical decision, especially if you want to provide your B2B customers with the best possible customer experience.

Looking to retain your B2B customers? It's time to go digital!

B2B sales involve selling goods or services to other businesses or entrepreneurs. In the past, it was believed that B2B sales could only be conducted through traditional methods such as in-person meetings, phone calls, or email orders. However, that’s no longer entirely true. Nowadays, more and more business customers prefer online shopping. Nonetheless, the unique needs of B2B clients still exist and must be catered to in your digital strategy.

Graph: The most used channels for placing orders by B2B customers in 2022

Source: 2022 B2B Buyer Report, Sana Commerce

Which channels do you use most frequently for placing orders?

50% of respondents frequently use web stores to place orders.

Decision-making in B2B buying process

The purchasing process in B2B is typically more rational than in B2C. One key difference lies in the decision-making process itself. B2C decisions are often spontaneous and based on personal preferences, whereas B2B decisions are predetermined and strictly rational. Factors such as budget, technical aspects, product quality, long-term value, care, and additional services all play a significant role in B2B decision-making. This means that when designing product pages, it’s essential to consider the specific product information that the customer needs to make an informed decision.

Repeat Purchases in B2B

Repeat purchases are common in B2B transactions. What’s great about digital platforms is that they provide customers with their entire purchase history, making it easier to reorder or even automate the process. When an e-commerce platform is integrated with the customer’s ERP system, they can receive automatic notifications when stock levels are running low, allowing them to place a new order with just one click. This feature simplifies the purchasing process and enhances the customer experience.

Pricing policy and promotions

Personalized pricing offers are typical for B2B. Sellers have a wider range of sales support options – they can offer loyalty and quantity discounts, credit purchases, and other special promotions. With a personal business account on an e-commerce platform, prices can be tailored to specific customers. Customers can even configure the best pricing offer for themselves the comfort of their office. This level of personalization enhances the customer experience and can lead to increased customer loyalty.

Long-term business relationships

Establishing strong relationships is essential for successful B2B partnerships. Changing suppliers can result in unnecessary costs for the client. While it may not be apparent at first, digital platforms can actually help build more personal relationships with B2B customers. These platforms provide valuable data that allows us to better understand their purchasing behavior. We can use this data to segment customers, personalize pricing, recommend products, and even customize the interface with which the customer interacts. Digitizing the business is necessary for companies to remain competitive and retain long-term customers.

What is good for the customer is good for business!

Today’s business customers prefer to search and purchase products independently, facilitated by the online environment. They want access to their account from any device, receive relevant offers, and avoid unnecessary actions or waiting for email of phone order confirmation. Investing in an e-commerce platform can improve product accessibility, accelerate sales, increase turnover, and satisfy customers’ needs. It also provides opportunities to acquire new customers, even abroad, without opening a foreign branch or significantly increase the number of sales representatives.