April 25, 2023
Eyes4Research
Even before the pandemic, the B2B space, much like its B2C counterpart, relied on e-commerce strategies. Dealing with the fallout of COVID-19 put the spotlight on e-commerce experiences during the B2B sales process. There are several trends that are driving the changing face of B2B e-commerce that companies should be aware of to help them capitalize on e-commerce growth opportunities.
B2C companies have implemented e-commerce customer personalization for some time. It’s now time for B2B merchants to catch up. A recent McKinsey & Company study found that B2B buyers are looking for more personalized buying experiences and would be willing to move their business in order to get it.
Relationships are the foundation of personalized buying journeys and the messaging targeted to customers should stretch from end to end. If B2B companies can create seamless, tailored interactions with their customers, they stand a much better chance of cementing loyalty from their audience.
Learning more about what B2B customers want is critical to refining the process of personalizing the buying process. Market research can help brands gather data on exactly what their target B2B audience wants. Insight solution agencies like Eyes4Research are essential for B2B merchants who need to know what their audience expects and can then tailor their buying journey accordingly. The data gathered through research can help B2B companies better track their customers’ social media engagement and their buying habits in order to better predict what will capture their attention.
Omnichannel is another area that B2C companies have successfully explored, but B2B merchants are starting to take notice. B2B buyers are encountering an increasing number of touchpoints, and according to the McKinsey study mentioned above, they want even more. B2B companies need to ensure that their consumers have positive, integrated experiences on every channel they encounter.
In the B2B industry, consumer touchpoints often include mobile apps, websites, social media platforms, and marketplaces. And these consumers expect a seamless and connected experience between all of the channels. If a customer interacts with an app or website before engaging with a sales representative, they will expect the sales rep to be aware of that previous engagement with the app. Knowing this can help provide important details that can draw in the customer with an enticing offer.
The shift to e-commerce models that happened during the pandemic has given rise to an increased interest in marketplaces. B2B companies have started to adopt the marketplaces that B2C merchants have traditionally used. Companies of all sizes can use marketplaces to reach potential customers, but B2B companies are most likely to select specific marketplace models.
Some B2B companies have chosen to use third-party marketplaces like Amazon. Third-party marketplaces are often less expensive and easier to use for B2B merchants than trying to create an independent platform from the ground up.
Social commerce is another area where B2C companies have already found success in reaching their target audiences. It is a space that is poised to offer a level of growth for B2B companies as well. According to Gartner, 46% of B2B consumers use social media when researching buying decisions, so the target audience is already there. B2B merchants should embrace social media to reach these consumers and engage with them.
But social media isn’t just a place for B2B companies to engage with their audience. It’s also its own marketplace. Companies can build a store right on the apps, giving their customers opportunities to make their purchases without having to leave the app. Selling directly on social media is part of the more significant trend toward, fast, convenient, and personalized service, regardless of the channel.
Omnichannel marketing and social commerce offer new opportunities for B2B e-commerce businesses to engage with their target audiences in new areas. While personalized experiences will require the integration of new technology, it presents exciting new ways for B2B merchants to engage with their customers.
Read more about the B2B industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.
4 B2B E-commerce Trends to Know Now
Even before the pandemic, the B2B space, much like its B2C counterpart, relied on e-commerce strategies. Dealing with the fallout of COVID-19 put the spotlight on e-commerce experiences during the B2B sales process. There are several trends that are driving the changing face of B2B e-commerce that companies should be aware of to help them capitalize on e-commerce growth opportunities.
B2C companies have implemented e-commerce customer personalization for some time. It’s now time for B2B merchants to catch up. A recent McKinsey & Company study found that B2B buyers are looking for more personalized buying experiences and would be willing to move their business in order to get it.
Relationships are the foundation of personalized buying journeys and the messaging targeted to customers should stretch from end to end. If B2B companies can create seamless, tailored interactions with their customers, they stand a much better chance of cementing loyalty from their audience.
Learning more about what B2B customers want is critical to refining the process of personalizing the buying process. Market research can help brands gather data on exactly what their target B2B audience wants. Insight solution agencies like Eyes4Research are essential for B2B merchants who need to know what their audience expects and can then tailor their buying journey accordingly. The data gathered through research can help B2B companies better track their customers’ social media engagement and their buying habits in order to better predict what will capture their attention.
Omnichannel is another area that B2C companies have successfully explored, but B2B merchants are starting to take notice. B2B buyers are encountering an increasing number of touchpoints, and according to the McKinsey study mentioned above, they want even more. B2B companies need to ensure that their consumers have positive, integrated experiences on every channel they encounter.
In the B2B industry, consumer touchpoints often include mobile apps, websites, social media platforms, and marketplaces. And these consumers expect a seamless and connected experience between all of the channels. If a customer interacts with an app or website before engaging with a sales representative, they will expect the sales rep to be aware of that previous engagement with the app. Knowing this can help provide important details that can draw in the customer with an enticing offer.
The shift to e-commerce models that happened during the pandemic has given rise to an increased interest in marketplaces. B2B companies have started to adopt the marketplaces that B2C merchants have traditionally used. Companies of all sizes can use marketplaces to reach potential customers, but B2B companies are most likely to select specific marketplace models.
Some B2B companies have chosen to use third-party marketplaces like Amazon. Third-party marketplaces are often less expensive and easier to use for B2B merchants than trying to create an independent platform from the ground up.
Social commerce is another area where B2C companies have already found success in reaching their target audiences. It is a space that is poised to offer a level of growth for B2B companies as well. According to Gartner, 46% of B2B consumers use social media when researching buying decisions, so the target audience is already there. B2B merchants should embrace social media to reach these consumers and engage with them.
But social media isn’t just a place for B2B companies to engage with their audience. It’s also its own marketplace. Companies can build a store right on the apps, giving their customers opportunities to make their purchases without having to leave the app. Selling directly on social media is part of the more significant trend toward, fast, convenient, and personalized service, regardless of the channel.
Omnichannel marketing and social commerce offer new opportunities for B2B e-commerce businesses to engage with their target audiences in new areas. While personalized experiences will require the integration of new technology, it presents exciting new ways for B2B merchants to engage with their customers.
Read more about the B2B industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.