Hint: it’s all about customer simplification
Good eCommerce gets buyers to the good stuff faster. It is personal, contextual, and relevant. Here are 7 elements that are crucial to your digital growth and profitability.
From day-one, your B2B customer should be able to use your platform to:
1. Request quotes. In B2B, you are dealing with variable pricing depending on the client. New and current clients should have a simple mechanism for seeing what it costs to do business with you.
2. Find products and related items. Search is the heartbeat of eCommerce. If your products can’t be found, they certainly can’t be purchased. Any search engine should be tuned for industry jargon and competitors’ products so that the user can easily find what they need.
3. Place orders directly online. The days of being able to stick a product catalog up online and call it a day are over. B2B customers have B2C expectations and they want to be able to purchase online.
Post purchase, your customers should be able to:
4. Receive relevant communication: If they’ve made a purchase, let them know when it will be shipped or where their order is in the fulfillment process
5. View or pay their invoice(s). Your consumers should be able to easily see what they owe. If your contract specifies payment terms like net 30, they should be able to see their credit line with you and when their payment is due.
6. Manage warranties: Many B2B platforms require users to manage their warranties through a third party site. If your site allows them to manage their warranties with you, in the same place they made the purchase, your site will be seen as a convenient one-stop-shop for everything that needs to be accomplished.
7. Review order history and re-order: Make sure the user can see what their company has purchased in the past and make it super simple to hit “re-order.”
The tricky part of B2B eCommerce execution is not so much the client-facing storefront as it is the backend associations among products, workflow support, and customer context.
But that shouldn’t be your client’s problem.
Your B2B eCommerce infrastructure will take many other elements and variables into account, but these 7 are absolutely crucial.
Absolunet works with B2C and B2B companies to make eCommerce experiences simple and intuitive. To find out how our clients are bridging the digital gap, visit our B2B Insights Page where you can download our Enterprise / B2B eCommerce Starter Guide.