Frost and Sullivan, a research & consulting firm, have forecasted that B2B eCommerce sales will surpass $6.6 trillion by 2020. This new wave of B2B buyers has forced businesses to rethink strategies to attract customers.
B2B purchasing has seen a dramatic change in the last decade. The traditional methods of buying in the B2B sphere have taken a backseat. Online ordering has become the most popular method for B2B purchasing. More and more buyers prefer to place orders through B2B eCommerce store.
Having a sophisticated eCommerce store has now become critical if you want to do business with B2B customers. You can reach every B2B customer when you go online. A B2B eCommerce store automates your sales process, streamlines your operations, offering limitless growth opportunities.
When building a B2B eCommerce store, you need to incorporate the right features to successfully run your online business. When choosing an eCommerce platform to build an online store, you need to ensure that it has features that make you stand out from the crowd.
If you want to attract B2B buyers to your eCommerce business, firstly understand their unique requirements. For instance, you need to offer customer-specific catalogs, offer features like easy re-ordering, volume/bulk discounts, restricted access, flexible payment options, etc.
Your online eCommerce solution should offer a great level of convenience to your B2B buyers. B2B buyers expect a highly personalized shopping experience similar to B2C.
They want a fast loading and mobile-friendly website that allows them to make purchases through their smartphones and tablets. When you provide that intuitive, engaging shopping experience, you can drive B2B conversions and boost your revenue.
As far as adding payment methods to your online eCommerce software are concerned, don't just limit your options to credit/debit cards. You need to offer payment options that accommodate the unique needs of your B2B buyers. In a B2B environment, payment methods that need to be considered are company check, cashiers check, personal check, money order, etc.
Effective Strategies to Attract B2B Customers to your Business
Apart from having easy navigation and a parametric search, you need to focus on key pages on your site to attract customers. It is discussed below:
Engaging Product Pages
Here are some startling facts that prove why rich product images are necessary for your B2B/B2C eCommerce:
87% of consumers consider product content very important when making a purchase. In a report found in Episerver data, 98 percent of shoppers have been dissuaded from completing a purchase due to incomplete or incorrect content.
In B2C/B2B eCommerce, the way you describe your products can influence the purchasing decision. You need to provide rich product content to engage and educate your customers. This includes product names, short and long descriptions, and images taken from different angles.
If you describe your offerings with unclear or incomplete information, will your consumers understand the products they are viewing? So rich product pages are an absolute must in a B2B eCommerce business. The in-depth product information presented in an organized manner is sure to increase conversions.
Persuasive 'About Us' Page
Want to earn the trust of your potential B2B customers? Wondering how to make a good impression on your B2B prospects? The answer lies in creating an awesome 'About Us' page.
An 'About Us' image is very important because it is one of the most visited pages on your website. Potential B2B customers are curious to know about your brand itself. A persuasive 'About Us' image can go a long way in converting potential B2B customers into active buyers.
You can tell a story about your brand in your 'About Us' page. For instance, you can discuss your brand's history in your 'About Us' page. Build a rapport with your customers by telling them about how you came up with this business idea.
On the whole, B2B business models work only when you offer the aforementioned features and functionality. Your online eCommerce store has to be built for B2B sales to be successful in your eCommerce entrepreneurial journey.