The B2B landscape is evolving. Today’s buyers are independent researchers, demanding a collaborative digital environment throughout their purchasing journey. To attract them and convert into loyal customers, your B2B ecommerce website needs a facelift. Let’s delve into key strategies for a modern B2B ecommerce website platform that fosters seamless, personalised experiences and helps to boost sales.

1. Embrace a seamless omnichannel approach, with your website at the heart

Gone are the days of isolated sales teams and complicated and drawn out order processing systems. Modern B2B buyers want more, and will seek a unified and seamless buying experience across all online and offline channels. Your B2B ecommerce website should be the hub, offering your customers a seamless, enjoyable and convenient buying experience. Here’s what today’s B2B customers expect from a B2B ecommerce website:

• Real time stock levels – Displaying live stock availability on your website gives potential and existing customers peace of mind to purchase from you
• In depth product details – Provide your customers with all the product details they require to make purchasing easier
• Clear shipping information –  Shipping can be complex in the B2C area, but for B2B with large orders that may involve pallets, it is even more complex and this information should be clear on your website
• Easy navigation – Smart, easy to use navigation is the key to creating an enjoyable ecommerce experience for your customers
• Accessible account information – Your customers should be able to login to their account and view invoices and past order information, with the ability to re-purchase orders and find the same products again with ease

At GOb2b we design B2B ecommerce websites that include all of these features, not only that but we understand that many B2B companies have complicated pricing structures and complex shipping options and with a GOb2b website, all of this can be personalised to each customer account. To top it off, a GOb2b website can integrate seamlessly with your other systems, for example if you use Sage or Pegasus Opera for your accounting, we can plug these into your website, so that everything such as stock levels and invoicing happens automatically.

2. Empower your buyers with self-service tools

Modern B2B buyers now want self-service buying options, just like they do as a consumer. Your website should empower them with self-service tools that streamline the buying process. Some options could include:

• Automated replenishment – Set up automated replenishment systems for frequently purchased items, saving time and ensuring a consistent supply
• Subscriptions – Offer subscription based models for recurring purchases, providing customers with predictable pricing and automated delivery
• Comprehensive knowledge base – Equip your website with a knowledge base filled with product guides, FAQs and tutorials. This allows buyers to readily find answers to common questions, saving them valuable time helps them to easily find information without having to get in touch with someone
• A mobile app – A convenient and easy way for your customers to order from you right from their mobile phone at a time that suits them

3. Personalised buying experiences

Just like B2C experiences, B2B buyers crave personalisation. Your B2B website should create a digital environment that fosters long-term customer relationships and the key to this is personalisation.

Winning B2B companies are using their customer data and analytics to understand individual needs and preferences. This allows them to offer tailored product recommendations and personalised search results and interactions, leading to increased satisfaction, improved conversion rates and customer loyalty. Here are a couple of ways your website could personalise the buying experience:

1. Smart recommendations – Leverage advanced analytics to suggest relevant products based on past purchases and browsing behaviour. This streamlines the buying process and drives conversion
2. Targeted content – Tailor content, including blog articles and product descriptions, to specific customer segments or buyer personas. This ensures the content is relevant and informative

4. Streamlined workflow leads to sales

A seamless experience is the key to closing deals. Here’s how your platform can facilitate a smooth workflow:

• Automated processes – Automate tasks such as quote generation, order processing, and invoicing. This frees up the sales team’s time and allows for faster turnaround on requests
• Integrated payment options – Offer a variety of secure payment options, including credit cards and purchase orders. This caters to various customer preferences and eliminates friction during the checkout process

5. Integration is key

Your ecommerce platform shouldn’t exist in a silo. Integrate it with critical B2B systems for a cohesive experience. At GOb2b we can integrate your website with many of your existing systems for a smooth buying process for all. You can read more about what integrations are available here: https://gob2b.com/integrations/ By investing in a modern, robust B2B ecommerce website platform that can provide all these important elements to allow your buyers to easily purchase from you, you can increase sales and continue to grow your business.