Contact
When it comes to eCommerce, there is a big difference between doing business-to-consumer (B2C) and doing business-to-business (B2B). In this blog post, we will discuss some of the key UX and design differences that you need to be aware of when launching or redesigning a B2B eCommerce website. Keep in mind that these tips are not exhaustive, but should give you a good starting point for creating an effective B2B eCommerce experience.
1. Focus On Function and Ease of Use Over Browsing
The first thing to keep in mind is that B2B buyers are very different from B2C buyers. They are usually looking for a specific product or solution to a problem, and their buying decisions are often based on logic and facts rather than emotions. This means that your B2B eCommerce website needs to be designed with a focus on functionality and ease of use. Navigation should be clear and easy to understand, and product pages should be packed with detailed information about the features and benefits of your products.
2. Make the Checkout Process as Easy and Efficient as Possible
Another key difference between B2B and B2C eCommerce is that B2B buyers are often placing large orders with multiple items. This means that your checkout process needs to be designed with efficiency in mind. The last thing you want is for your B2B buyers to get frustrated and abandon their carts because the checkout process is too long or complicated.
3. Disclose Prices And Availability Up Front
Unlike B2C eCommerce websites, which can occasionally hide prices until the customer is ready to checkout, B2B eCommerce websites should disclose pricing information upfront. This is because price is often a major deciding factor in B2B buying decisions. In addition, you should also make sure that your website includes information about product availability as prominently as possible. This is important because B2B buyers often need to know when they can expect to receive their products.
4. Offer Sharing and Multiple User Options
You should also keep in mind that B2B buyers often need to involve other decision-makers in their buying process. This means that your eCommerce website should be designed to accommodate multiple users, with features such as the ability to save items for later, share cart contents with others, and leave notes on products.
5. Build Relationships
It’s also important to remember that B2B buyers are often looking for long-term relationships with suppliers. This means that your eCommerce website should be designed to build relationships with buyers, with features such as the ability to save contact information, request quotes, and schedule appointments.
Some additional ways to build relationships with B2B buyers include:
- Creating a loyalty or rewards program
- Offering free shipping on orders over a certain amount
- Providing discounts for bulk orders
- Offering financing options
6. Allow for “Buy Again” Functionality
Also, don’t forget that B2B buyers are often repeat customers. This means that your eCommerce website should be designed to allow for easy “buy again” functionality, with features such as saved shopping carts, wish lists, and order history.
7. Give B2B E-Commerce Users a Way to Manage Invoices and Payments
While the tips above should give you a good starting point for creating a B2B eCommerce website, there is one more important thing to keep in mind: Business-to-business buyers often need to manage invoices and payments. This means that your eCommerce website should be designed to accommodate this need, with features such as the ability to view and pay invoices online, schedule recurring payments, and set up payment reminders.
8. Include Plenty of Customer Support Options
Finally, don’t forget that B2B buyers often need a lot of hand-holding throughout the buying process. 90% of all first time B2B buyers will need some sort of customer support. This means that you need to include plenty of customer support options on your website, such as live chat, phone numbers, and email addresses. You should also consider offering a self-service customer portal where B2B buyers can access order history, invoices, and other account information.
EYStudios Can Help
In conclusion, there are a few key things to keep in mind when designing a B2B eCommerce website. Functionality and ease of use should be your top priorities, and you should also focus on building relationships with buyers and offering plenty of customer support options. By keeping these things in mind, you can create a B2B eCommerce website that is designed for success. Need additional help? EYStudios is a full-service eCommerce agency with years of B2B UX and design experience. Reach out to learn more about how we can bring your site to the next level.