3. Bad user experience of shopping in the B2B eCommerce
More than two 2/3 of B2B clients make the decision to buy based on the user experience they had in a B2B web shop. Important parts of a positive user experience in B2B eCommerce are: a personalized offer, communication at the time of delivery and client engagement. Your B2B clients want you to understand their expectations from a financial and intellectual point of view and to offer them benefits they can’t get elsewhere.
That is why the optimization of the user experience has become a key part of the B2B eCommerce buying process. If it is impossible to do it inside an eCommerce system you are currently using, a change of the B2B eCommerce platform is necessary.
B2B buyers want accurate, real-time information on the inventory condition, a simple catalogue overview and a fast, efficient and personalized shopping. An integrated B2B eCommerce system provides all of that. Also, in an integrated B2B eCommerce, clients have an insight into previously created orders, detailed information on prices, updated calculations of various tax rates and the option of printing necessary documents. They can do it anytime anywhere.
Besides, these systems create analytics of buyer movement in the B2B web shop which helps you to recognize eventual shortcomings in their user experience before they become a problem that will make them give up buying.
You can conduct the testing yourselves to see how much B2B clients are pleased with the shopping experience in your eCommerce system. What is their feedback? Are they ready to place orders via eCommerce? How often do they run into problems with errors in orders and returns in eCommerce? Do they see your eCommerce as a self-service platform or do they still need help when buying online? Answers to these questions are a clear indicator of B2B client satisfaction.