B2B Companies Embrace Mobile Commerce

The B2B retail landscape is changing for both companies and customers, including the increased use of eCommerce and mobile commerce. Traditionally, the B2B world has relied heavily on personal relationships forged at trade shows, industry events, and in-person visits. Even before the COVID pandemic, that dynamic was slowly changing. With better eCommerce websites, easier ordering, and savvier consumers who are used to ordering online, the B2B sector is seeing similar changes as in the B2C sector.

Focusing only on the shift to eCommerce, however, can overlook another important shift: the increased use of mobile commerce. The mobile commerce definition is the use of wireless handheld devices like smartphones or tablets to perform commercial transactions online, including making purchases, paying bills, or online banking. According to research by The Boston Consulting Group (BCG), mobile is involved in an average of more than 40% of revenue in leading B2B organizations. Fifty percent of B2B search queries in 2017, a figure that was expected to 70% by 2020. Essentially, businesses should expect to see mobile commerce trends that had been apparent for some time in B2C sector to appear in the B2B sector as well.

This suggests that beyond merely having a, eCommerce presence online, B2B companies need to ensure that they provide excellent mobile experiences as well.

Increased Personalization

In addition to changes in behavior, B2B businesses are facing changing in customer expectations as well. According to research, 50% of B2B buyers felt that improved personalization was a key feature when searching for online suppliers. B2B consumers also spent 48% more when the company provided a personalized experience. The bottom line is that B2B customers expect the same experience they receive as B2C customers.

To provide personalized B2B eCommerce buying experiences, companies should leverage customer data and better technology, including AI and better integration.

Integration: The Secret to a Good Customer Experience

Both B2B and B2C customers expect a seamless customer experience across different platforms. Whether they log on through their computer or a mobile commerce application, they expect a interface that provides for a smooth eCommerce experience from start to finish. They expect personalized emails with relevant offers or information and good product recommendations.

Companies today gather a ton of data on their customers and potential customers. From recording website visits to interactions with ads or products, companies know much more about their customers than in the past. This data gives them the ability to connect with customers in ways that once would have seemed impossible.

The secret is to have systems that don’t just leverage your data, but also make it easy for your company to use it to provide a better experience for your customers.

That involves integration, or making sure that your systems talk to one another. One of the best ways to do this is to integrate your ERP with your eCommerce store. While mobile apps may once have been the domain of B2C companies, as we previously covered, the mobile experience has become increasingly important for B2B companies as well. Providing a mobile commerce app that integrates with your ERP and eCommerce store helps ensure that your customers always receive the experience they expect.

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