B2B eCommerce isn’t far behind

B2C eCommerce continues to explode, and B2B eCommerce isn’t far behind. But as online B2B business rapidly to evolve and grow, it’s important to remember that there are crucial differences between B2C and B2B when it comes to running a successful eCommerce enterprise. Here are some of the key aspects that many B2B eCommerce professionals tend to overlook:

User Experience

From boring, clunky websites, to dull, impersonal communication, B2B eCommerce sites are famous for lacking the personality necessary for making human connections. Of course, the rationale for this is that B2B businesses aren’t marketing to the average customer and that the B2B buyer typically knows what he or she needs/wants so what’s the point of making the site fun/attractive/interesting?

While that might be true, the B2B customer is still a human being, and human beings like to be treated like human beings and they like to interact with other human beings. Your cold B2B site might be functional, but if it’s actually engaging, it will make your customers like you that much more.

This is not to say that you should go overboard here. After all, one of the other main reasons that B2B sites tend to be dull is their need to be taken seriously. B2B businesses need to inspire trust in their customers at all times, so if your site is perceived as too lighthearted, you might come off as amateurish or unserious. So finding a balance is key.


In many ways, segmentation and user experience go hand in hand. When you segment your leads, prospects, and buyers into categories according to various factors like price, order volume, scheduling, size, and business needs, it becomes much easier to personalize your service and offer a better overall experience for your buyers. your B2B approach for various buyer categories, thereby intriguing them towards higher levels of engagement in your business.


Again, since B2B businesses primarily deal with industry insiders, they can sometimes overcomplicate things. Just because your potential customers know the jargon and the particular ins-and-outs of your industry, doesn’t mean they don’t also value a clean and simple buying experience. This goes for everything from your site design, to your copy, to your checkout/ordering process. The simpler and easier it is to use, the happier your buyers will be.


Shipping can cause a number of headaches for eCommerce management professionals and their customers. And depending on your shipping system, it can seriously hamper your ability to scale quickly when it’s time to grow. That’s why so many successful B2B businesses are deciding to outsource their shipping and fulfillment processes to 3rd party shipping companies. This makes it much easier to expand and integrate with e-commerce platforms. It also gives you more time to focus on sales and growth instead of supply chain clogs and backorders.