Poor online shops cost orders

Providing e-commerce capabilities is becoming increasingly important for B2B suppliers. Two-thirds of buyers already prefer to place orders directly via suppliers’ online shops. These are the findings of an international survey conducted by Sana Commerce in the summer of 2023 among 1,000 buyers from the UK, the US, Mexico, Germany, Australia and the Netherlands.
One of the main reasons for this development is down to clients’ personal spending habits: they’re used to ordering goods and services online in their free time. As a result, e-commerce has also become an important factor when purchasing for business,  as further findings from the study suggest.

Of the B2B buyers surveyed:

  • 79% prefer to place repeat orders online.
  • 84% believe that an easy, error-free online shopping experience is important.
  • 58% prefer to place complex orders online.

Providers now have to meet the high expectations of customers like these. On the one hand, an online shop must provide complex information for customer accounts; on the other hand, it has to combine a high level of functionality with ease of use. This can be seen by the responses of B2B buyers when asked about the use of personalised information and data, intended to facilitate purchases in B2B online shops.

  • For 55%, agreed prices are important.
  • 49% expect agreed payment terms and methods.
  • 44% would like to see a specific product range displayed.

The survey confirms that buyers are willing to use e-commerce. However, the study also states: "91% of B2B buyers have at least one reason that prevents them from placing orders online." These obstacles primarily consist of a lack of precise information about pricing, delivery times and stock levels, as well as a lack of product information or poor search functionality.
All of this results in a loss of confidence, which is reflected in a lower order volume: 68% of B2B buyers state that they are put off ordering online because of order errors.
 

What B2B buyers expect from good e-commerce

What can suppliers do to strengthen customer loyalty to their own B2B online shop? To find out, let’s take a look at other responses to the Sana survey. According to the report, buyers expect:

  • Accurate information about stock levels, prices and delivery dates (40%)
  • Ability to easily search for product and order information (35%)
  • Fast checkout process (32%)
  • Rich product information availability (30%)
  • Full product range catalogue available (35%)
  • Access to order status, order history and outstanding invoices (37%)
  • Product configurators (21%)
  • Wide variety of payment methods available (28%)
     

 B2B online shops: room for improvement

To meet the above requirements, B2B suppliers need a well-thought-out, flexible online shop concept, based on an inventory that shows where there is potential for improvement. Here are a few tips to achieve this:

  • The online offer must always be up to date in all respects.
  • The technology behind the online shop must function perfectly, including fast loading times and adaptation to mobile devices.
  • The presentation must be clear and concise, with no distractions.
  • The site must be personalised and tailored to the needs of the individual customer.
  • It’s wise to ensure that upselling offers are extensively embedded.
  • Tests should be carried out to try out different concepts. This can include headlines or page designs, to find out which ones lead to more conversions.
  • Registration, purchase and checkout must function smoothly.
     

Personalised customer service is key

A clear focus on the target group is also important to ensure a highly personalised level of customer service. B2B suppliers must take the time to research and understand the interests and needs of all stakeholders. It’s also important to ensure support via one-to-one consultations with a customer service representative or customer success manager (CSM) who can make decisions and resolve issues quickly and efficiently.
Behind the scenes, digital support channels can also serve to strengthen the B2B online shop. These include email, live chat and instant messaging apps, mobile apps, SMS, social media platforms and self-service tools. This is where a CRM system can streamline the exchange of information between teams and departments. Also, modern B2B customer service departments use omnichannel support that tracks all customer interactions in one place, regardless of which or how many channels the customer uses – or how many stakeholders are involved.

Finally, artificial intelligence and automation help to channel customer enquiries and take the strain off human support agents via the use of chatbots.