It is a fact that is often overlooked when talking about B2B best practices - it is customers buying a product. Yes, it may seem obvious, but there is often a different approach taken from businesses that sell directly to their consumers, as opposed to those that deal primarily with selling to other businesses. In some cases it is a requirement, while in others, it is tradition—but, either way, it needs to change.
A recent article from MarketingProfs examined this tendency and the influence eCommerce is having. The biggest problem is that many B2B companies currently have inadequate features and functions for eCommerce when compared to the industry leaders in the B2C sector.
The unfortunate truth is that company procurement specialists are also consumers when out of the office, so they have seen the B2C Websites that lead the pack, which causes them to have high standards for eCommerce options.
"At first, the disparity between B2C and B2B sales approaches might make the adaptation of consumer eCommerce features feel counterintuitive," the article reads. "But, in the end, B2B procurers are consumers who make purchases for their employers. By incorporating targeted B2C features and functions into B2B eCommerce platforms, brands benefit from their customers' familiarity with common online buying tools as well as the significant improvements those features bring to the customer experience."
Companies in the B2B sector need to not only consider upgrading their eCommerce portals, but also make sure they offer the additional features like Level 3 data and line item detail which can help them stand out among the competition.