How B2B eCommerce Can ‘Win’ in the User Experience Category

From the Ultra Commerce Marketing Team,

When it comes to growing your company’s digital commerce presence, it really is all about creating better experiences. But what does that mean? B2B online shopping must rival or even surpass the B2C shopping experience. You must go beyond the simple functionality of adding products to a cart and then buying what’s in that cart.

According to Gartner, 57 percent of respondents reported that delivering the desired customer experience is a top challenge in their digital sale endeavors. A ‘desired customer’ experience means that their online shop is intuitive, fast-responding and provides a personalized experience for the shopper. The result is satisfied, repeat customers.

According to Google, 90 percent of B2B buyers said they would return to a vendor that provided a positive mobile shopping experience. In addition, 50 percent of B2B search queries are made via mobile devices. However, mobile conversion rates are lower than desktop conversion rates despite mobile use outpacing desktop use.

In order to create high-performing online shop that is personalized to the user, B2B organizations must utilize an eCommerce platform that is fueled by AI and machine learning. According to Gartner, by 2023, 80 percent of organizations using AI for digital commerce will achieve at least 25 percent improvement in customer satisfaction, revenue or cost reduction.

Digitizing B2B eCommerce leads to great UX

We’ve discussed the CX benefits of the front-end of your online shop. Search functionality, cart & checkout, payment via any number of methods in a matter of clicks, etc. The power of UX comes into play now that you’re able to track and provide order status at the line item level while simultaneously providing customers an intuitive online buying experience.

Want to learn more about common challenges (and solutions) around B2B digital growth? Download our recent eBook on this topic: