Think about the last time you wanted to buy something online. Chances are, you jumped onto Google, found something that looked relevant (or knew what you wanted from the jump) and made it to a website.
From here, one of two things happened. You either:
• Found what you were looking for, or
• Got lost in an outdated site or less-than-satisfactory user experience (or worse – both) and closed that tab ASAP.
So at this point, you were either rushing to your inbox to see if your order has shipped yet – or back to square one.
But what came next? This is the part we forget. You then went to work the next day, put your business hat on, and entered the B2B chat. Same person, same needs, same annoyance when websites suck – just a different email inbox open.
As millennials and gen Z come into their own, they’re bringing with them all the habits they’ve developed through growing up with the internet. And they’re now involved in 73% of B2B purchasing decisions.
So the default to email over a phone call, the wanting to research things on their own time without the pressure of committing to anything – these are the generations that want this in their 9-5 life as much as they do as a consumer.
We know that B2B eCommerce typically:
• Has a longer purchase cycle than B2C
• Involves a longer relationship than B2C
• Involves more decision makers than B2C
• Comes with a higher price tag than B2C
But we’ll let you in on one of the best-kept secrets in eCommerce right now. It’s in learning from the biggest players in B2C that the greatest potential for B2B lies. It’s where B2B eCommerce can replicate the user experience to the point where converting for your product is as second nature as adding that item to cart.