Different types of buying experiences B2B
User friendliness, usability, “UX” or buying experiences for B2B e-commerce is not the same as for B2C customers. In many places we can read that the boundaries between B2C and B2B are blurred and that there is always a real person behind the purchases. Litium writes in its report Swedish B2B Commerce 2017: “Buyers will want to be able to choose when and how they make purchases, just like in private life!”
Sure, there are many similarities in how simple and smooth it must be, but there is also a big difference. B2B e-commerce is not emotionally controlled and it is not as much about lifestyle and identity as in e-commerce B2C.
We talk to the same people but with different “mind-sets” depending on the environments we are in. It’s about creating an equally fantastic buying experience for B2B customers, just like B2C customers, but with completely different user experience requirements.
What’s the difference?
Just as Collector Bank has come up with in its report Convert, we find the biggest differences in customer registration and in the payment processes. According to Convert, 6 out of 10 entrepreneurs see barriers to shopping online.
Complicated customer registration and a complicated payment process are one of the biggest challenges in creating a magical buying experience for B2B customers.
This is also one of the barriers to converting potential purchases into actual purchases and also makes it difficult for B2B e-retailers to attract new customers to their e-commerce.
Business-to-business customers, as I said, do not make as emotionally-driven purchases as business-to-consumer customers. It’s not the same process as seeing something on Instagram and just wanting to shop there every now and then. The purchase should almost be so smooth that you hardly even notice that you bought…
A corporate customer often knows in advance what it wants, often needs to find out more about the product and is willing to invest more time in its purchase to get the right product. The alternative cost of making the wrong purchase is far too great.
Although companies are prepared to invest more time in their purchases, this cannot then be followed by a complicated customer registration or a complicated payment process.
Simple on-boarding for new customers = increased sales
The solution that many B2B e-commerce solutions have come up with is a login process. It is an existing customer solution and in no way something that attracts new customers in large numbers.
The challenge is, instead of logging in, to make a complex situation simple. Be sure to keep track of who has the right to order for the company, enable different delivery and billing addresses, provide all payment methods, and conduct extensive fraud and credit checks in real time.
Efficient and fast on-boarding of customers is crucial to increasing the number of new customers and sales. At Payer, we provide end-to-end payment solutions for B2B e-commerce. We deal with on-boarding and conversion, the actual payment and automates much of the administration by integrating straight into the core of your ERP and bookkeeping systems
My tip: skip the logins, your existing customers don’t want them either! If you want to know more about buying experiences for B2B e-commerce just send me an e-mail. I would love to hear about your challenges.
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