by Ty Hardison

Selling to the "always on" buyer

Today's buyers make purchases in a number of ways from a variety of devices.

How many times have you used your phone to check your email during a quiet moment at home? The next thing you know, 45 minutes have gone by and you've replied to six emails and started chipping away at the project sitting on the top of tomorrow's agenda. As convenient as the technology in our pockets has made every part of our lives, it has made room for the "always on" culture that dominates the way we do business. What's important to remember is that just as work trickles beyond the office into your life, it does the same for your customers. 

Gone are the days when buyers would call your office after 9:00 asking for details about your products. If they couldn't locate that information on your website while sitting on the train to work, they'd find a competitor with a robust product page long before ringing your office. It's against this on-demand backdrop where suppliers must craft an e-commerce portal that can serve as their voice whenever buyers start to browse. 

Always-on buyers research and make purchases from anywhere. Always-on buyers research and make purchases from anywhere.

Here are few features that can make sure your e-commerce site is tailored for the always-on buyer:

  • Responsive Web design: A prospective customer might first come across your site on their desktop at work, follow up via their smartphone on the train home and access it again from a tablet after dinner. Outfitting your site with RWD ensures it performs well at every touch point, regardless of device, keeping the buyer engaged and away from potential competitors.
  • Product details: The most effective e-commerce sites are completely self-service, providing all the information a buyer might need before making a decision in a single location. By providing customer reviews, frequently asked questions, use cases, and product images and videos all online, you empower the always-on buyer to come to a complete decision without leaving your site. 
  • Electronic payments: Once a buyer decides to make a purchase, conversion depends on a seamless checkout process. By accepting electronic payments, suppliers make it possible for buyers to complete purchases right away with their commercial card, whether they're at the office or on the go. 

Contact Vantage B2B today to learn more about our business ecommerce checkout solutions.

by Ty Hardison

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