When most people think about eCommerce, their minds probably jump straight to B2C models.
After all, news streams are littered with developments in AI, social media marketing, and bands that are all focused on a direct-to-consumer approach.
But businesses need businesses. All models require suppliers, and every B2C model starts, somewhere, with a B2B relationship behind the scenes.
As you can imagine, B2B eCommerce sales are no trifle. Statista estimated B2B sales at $1.7 trillion in 2021 and $1.8 trillion in 2022, and projects B2B eCommerce sales to grow to more than $2 trillion in 2023.
But that’s not the craziest part. They anticipate growth to $3.1 trillion by 2027. That’s more than 50% additional growth past the 2021 benchmark. Their projections indicate that more businesses will seek suppliers through eCommerce channels as times change.
But B2B eCommerce strategies are very different from B2C approaches – so, what are some best practices?
The Main Differences Between B2C and B2B eCommerce Operations
Although fundamentally both revolve around selling online, there are some key differences between B2B and B2C models that challenge eCommerce marketers.
One is that B2B models are driven by factual representation, reporting, and sometimes regulation, rather than emotions. Marketing in B2C models often appeals to buyers’ emotions, brand preferences, and sense of self.
In B2B models, buyers are buying on behalf of a larger organization, so their decision-making is fueled by facts and reporting, not by what they feel is best. At least, in an ideal circumstance, that is the case.
Also, in B2B models, there is often more than one buyer involved in the process. There might be more than one decision maker that plays a hand in determining which suppliers to choose, and which to forego.
Because more than one decision maker may be involved in the process, buying cycles are usually longer, too. It may take several stages of approval for a contract to be solidified, for example.
Also, order sizes tend to be much larger in B2B sales, since purchases are made on behalf of organizations and not for single users. This often is a substantiator for the long buying cycles that are involved in B2B selling.
So, with those major differences between B2C and B2B models covered, what are some best practices for B2B eCommerce strategies?
Let your customers learn
If there’s one thing that makes a huge difference in B2B models, it’s education. Buyers in B2B operations are usually very well educated within their vertical and know exactly what they’re looking for in terms of specifications, quality, and regulation.
With that said, this doesn’t necessarily mean that B2B buyers are experts in whatever it is that your business sells. The way B2B sellers differentiate is through the quality of, and informative nature of, the content they publish.
Detailed buyers’ guides, specification sheets, video demos, and tutorials can be highly valuable in furnishing B2B buyers with the information they need to make a decision one way or the other.
These materials can and should be highly technical. Often, B2B buyers are looking for very specific information regarding parts, processes, or raw materials, and publishing it in an easily accessible format will improve your credibility, image, and authoritativeness in the eyes of buyers.
Also, the more quality information you can publish and make accessible on your website, the better you can free up your sales staff to address other concerns associated with the B2B sales cycle.
Streamline navigation
Search functionality is critical for the success of a B2B model. In B2C, incidental visitors may just be browsing. They may or may not be committed to purchasing.
B2B buyers know what they are looking for, often very specifically, and if site navigation is a roadblock to finding it, it will harm your conversion rates.
Rather, invest in robust site search functionality that makes it easy for prospective buyers to find what they are looking for as easily as possible.
This goes beyond a simple search for a product or raw material. B2B buyers may be looking for information on materials to help them make a decision, so make your resource database easily searchable as well.
Allow customers to make profiles that enable easy reordering
While it should be easy to search and use your website without creating a login or other credentials, enabling business partners to create a profile is still beneficial – to both of you.
For the buyer, it lowers barriers to user experience, and most importantly, will enable users to set preferences, enter payment information, and simplify reordering.
Once you’ve secured a professional partnership with another business, you’re likely to get repeat sales. You want to make it as easy as possible for your customers.
Accept international payment methods
The ability to accept international payment methods can represent a huge opportunity for your B2B business model, especially if there are buyers across international markets with a need for your products.
This may not apply to all businesses, as it depends on your vertical, but if you know that other buyers are across borders, consider accepting more than credit cards. Offering options such as bank transfers and traditional invoices may make your model more attractive to additional customers.
Provide options for bulk and subscription ordering
Although it can be difficult to win a business-to-business contract, once you gain a customer’s trust, your job is to streamline reordering.
Smooth reordering processes not only guarantee additional revenue for you, but make life easier for your customers and help them develop operational efficiencies.
If your eCommerce platform allows you, create options for bulk reordering or subscription models for your customers that will lower the manual lifting they need to take whenever they need something.
If not, work with an eCommerce development company to create this custom functionality for your website.
Show off your accreditations and build trust
When other professionals are assessing the quality of a potential supplier, oftentimes regulatory considerations come into play, as buying from accredited suppliers helps hedge their bets in terms of quality.
One way to build trust is to prominently display any accreditations or certifications you or the products you sell have garnered. Membership in prominent regulatory organizations in your industry helps. If your products are certified or you are an authorized distributor, advertise these as well.
There are other ways to build trust, though. Publishing valuable referential materials and making them accessible helps. Displaying testimonials and reviews can be beneficial too.
Utilize effective marketing channels
All eCommerce businesses, and models, require targeted branding and digital marketing efforts to reach qualified potential customers.
But what doesn’t help is throwing darts at the board. You need business-to-business-specific strategies.
For instance, if your business invests in SEO, it should invest in a partnership with a provider that specializes in B2B SEO.
B2C and B2B SEO, even though they hinge on the same fundamental practices, are not the same in execution.
For instance, content dedicated to B2C marketing can be promotional in nature or appeal to consumers’ emotions. That won’t cut it in B2B marketing.
This is precisely the reason you should partner with an SEO services provider that is familiar with your industry and has staff members that can produce educational material to support your campaign.
Be available
Finally, while you will benefit from creating a “hands-off” experience for your customers, you still need to be accessible when they need you.
List contact information prominently and create a chat or a line by which customers can reach you whenever they need you.
Together, this suggestion, and the others mentioned here, will help you better serve your B2B accounts.