Study: Customers don't think B2B eCommerce is on par with B2C

The advancement of online shopping capabilities have blurred the lines between B2C and B2B sales. Today, a number of vendors in the B2B sector have adjusted their operations to cater to the desire expressed by a number of procurement specialists to receive a B2C-esque shopping experience. However, just because B2B providers have emulated this strategy, it doesn't mean they are experiencing similar results.

A recent report from ForeSee has found that B2B customers are not as satisfied as their B2C counterparts, particularly when it comes to online usage. While 80 percent of customers have admitted to being satisfied with B2C websites, that number drops to 64 percent with B2B vendors.

Larry Freed, president and CEO of ForeSee, spoke in a press release about the progress that needs to be made in online B2B sales.

"Looking at the industry average score, there is clearly some work to be done in the B2B space, but it's important to acknowledge that many organizations are ahead of the game and are providing their customers with a highly satisfactory experience," he said. "Those who are lagging should answer the charge, take steps to focus on what elements are most important to customers and make improvements that will have the greatest impact on improving the customer experience."

Two ways that companies can improve the online buying experience is by implementing solutions designed to streamline the payments process and better protect customer information. Using a payments tokenization solution can help vendors attain PCI compliance and protect information from targeted attacks. Also, processing p card payments will streamline transactions, thus increasing customer satisfaction.

However, vendors that accept purchasing cards should process Level 3 data with line item detail in order to pay the lowest possible interchange rate.

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