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The Number 1 thing to change on your B2B eCommerce site

By Jessica Heald on Tue 09 July 2013 in Web & eCommerce

B2B eCommerce is set to reach £373 billion by the end of this year according to Forrester Research, which in turn brings higher customer demands.

Our 2013 predictions stated it was only a matter of time before the latest B2C technologies found their way into the B2B mix and the ‘personal shopping experience’ that we are all becoming used to is at the forefront of change in B2B eCommerce.

Resting on the laurels of our current website will quickly make us appear out of date in the fast moving world of eCommerce. Impressing our customers with a few images and links will no longer satisfy our feature rich loving audience. So what do we need to do to become customer centric?

B2B customers are now craving a more relevant experience online, so becoming customer centric really is the answer for B2B ecommerce success. Offer the experience your customers are used to offline, online. Show customers their special pricing, credit control, order history and frequent purchases.

The online world of sales gives customers more reason to be ‘fussy’ when making an online purchase and often have more ‘buying power’ than they usually have offline. Customers are more likely to embrace sites where they have a better, quicker and again more personal experience. They have less loyalty when it comes to who to buy from, so making sure they have a great experience on your site can help secure that all important second sale!

Offer appropriate payment methods, recommend complimentary products, ensure your specialist knowledge is portrayed alongside your products, and of course make sure their history, pricing and order statuses are easily available.