Navigating the evolving B2B eCommerce landscape

Navigating the evolving B2B eCommerce landscape page image

With digital natives set to dominate 75% of B2B buying teams by 2025, it’s evident that digital and self-service purchasing is no longer an outlier but the new standard, and merely just having an eCommerce site is no longer sufficient. Today’s B2B buyers have clear preferences and expectations when it comes to their online purchasing journey:

They buy where the Information is
While marketplaces like Amazon Business have gained traction, 41% of buyers ultimately make their final purchases directly from manufacturers’ and distributors’ sites. This is because these platforms offer the detailed product information and expertise that buyers need to make informed decisions confidently.

They prefer to self-serve
A staggering 69% of buyers prefer to gather information independently online before engaging with a sales representative. However, the disjointed nature of data and content across systems poses a significant challenge, with 61% of sellers losing sales due to poor site search functionality. Prioritising rich content and transparent pricing is therefore paramount to enabling buyers to make swift, confident decisions.

Support omnichannel buying
While self-service remains the preferred mode of purchasing, buyers still expect a seamless experience across all channels. Centralising data to ensure pricing consistency, visibility into product availability, and a frictionless journey is key to meeting these expectations.

Deliver personalised experiences
B2C-like personalisation has become the gold standard, with a 77% of hyper-personalised B2B organisations seeing increased market share. However, it’s estimated that 59% continue to lose sales due to insufficient personalisation. Leveraging technology such as predictive analytics and AI can empower businesses to offer tailored buying optons, enhancing the overall buyer experience.

In summary, today’s B2B buyers demand online experiences tailored to their unique needs. Proactively meeting these expectations not only positions businesses for success but also ensures they remain competitive in an increasingly digital landscape.

Case Study: Read how Atomic helped JCB develop a market-leading B2B eCommerce website for selling new JCB machinery and light equipment. Read full case study here

machine store case study scaled 1
Rob Hallam

Rob Hallam

Client Services Director


16 February, 2024

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