A customer-centric mindset is essential for business success. But as more B2B sales move online, how can manufacturers create a customer-focused experience on their ecommerce sites? It’s simple: by investing in the right digital technologies, manufacturers can create a holistic shopping experience for their customers that can help grow their business — both online and offline.
Now is the right time to invest in ecommerce technology.
B2B ecommerce has grown enormously in recent years. Research from Forrester shows that estimated B2B ecommerce sales are set to exceed $2 billion in 2023. That number is expected to grow to over $2.5 billion by 2025. The easiest way for businesses to seize this growth opportunity is to give their customers the quickest, most frictionless path to purchase.
Over the last decade, the lines between direct-to-consumer (DTC) and B2B ecommerce have blurred. As the DTC experience has evolved, B2B buyers have begun to expect a more DTC-like experience when purchasing for their businesses, while still requiring unique pricing, ordering and processing functionality specific to B2Bs.
What ecommerce functionality do B2B buyers value most?
By using tools that optimize for search, businesses can ensure their customers are finding their products when and where they need them. This also leads to more detailed, accurate product descriptions, which benefits buyers greatly. When asked about their most valued features when shopping online, respondents to a recent BigCommerce survey overwhelmingly indicated that they valued detailed product information over any other value proposition.
B2B buyers also need specific payment and post-purchase options. By optimizing checkout and making it easy for buyers to pay with a purchase order invoice or with automated clearing house (ACH) transfers, businesses create less friction during the checkout process. And allowing customers to quickly reorder products with a few simple clicks will make it easier for them to come back to a business again and again.
BigCommerce spotlight: Tectran
Tectran is a manufacturer and distributor of air, hydraulic, electrical components and systems for the transportation industry.
Tectran’s goal was to provide a direct-to-consumer-like (DTC) experience for their customers, who were used to filling out purchase orders and faxing in them directly to the company. Using BigCommerce B2B Edition, Tectran created a more customer-focused website that allowed their customers to discover, purchase and repurchase products with ease.
“Traffic has increased a lot by adding the transactional capabilities and all the basics that you get with BigCommerce,” said Tim Burns, Director of Digital and Marketing at Tectran. “I don't know that we would have been able to do search engine marketing if we weren't on BigCommerce.”
After switching to BigCommerce, Tectran saw a 30% increase in average order value, a 98% increase in orders and a 157% increase in revenue.
Leveraging technology for a successful future
There has never been a better time for your business to invest in its digital transformation. As more B2B purchases move online, brands that provide their shoppers with a high-quality, customer-centric experience are primed for growth.
Want to learn more about how improving your technology can help create a more customer-centric experience on your site? Download BigCommerce’s Global B2B Buyer Behavior Report.