Growing B2B Businesses in eCommerce

The Business to Business (B2B) segment has always differed from Business to Customer (B2C): complex products or services, long sales cycles, and specialized niches. Digitalization arrived later, but in recent years the trend has shifted, and B2B eCommerce is growing.

Relevant Digital B2B Data

• 33% of buyers want a sales experience without salespeople, rising to 44% for millennials.
• Buyers spend only 17% of their time meeting suppliers when considering a purchase, increasing digital sales.
• By 2024, 15% of B2B organizations will use digital platforms to support customers and sales teams.
• Spending on B2B eCommerce technologies grows faster than B2C.
• 74% of B2B buyers search online for 50% of their purchases.
• 30% already make half or more of their B2B purchases online, and 56% expect to do so within 3 years.
• 93% prefer buying online, and 75% find it more convenient than buying from a salesperson.

B2B Customer Expectations

B2B transactions increasingly resemble B2C experiences. Five main characteristics:

1. B2B omnichannel experience: integrated product info, activities, deliveries, and exchanges.
2. Convenience and immediacy: quick rewards when purchasing.
3. Self-service: flexibility and independence in buying.
4. Reliance on reviews and client references.
5. Shift to mobile as a relevant channel.

B2B companies must monitor these changes to better serve their clients.