Key B2B e-commerce insights

Key B2B e-commerce insights

Key B2B e-commerce insights

By Adrián Savarese

Business to Business sales process traditionally relies on in-person face to face meetings.  

COVID-19 has accelerated the evolution of the B2B sales process, and in turn redefined multiple job functions across the entire sales and marketing ecosystem.

With buyers moving away to a digital environment and in some cases through self-serve digital channels, business leaders must ask themselves: Do I have the ability to offer channel fluidity to customers in a manner that creates a seamless compelling experience that meets their expectations?


Here are four considerations for B2B sellers to keep in mind on an eCommerce digital transformation:


1. Customization

B2B organizations may have offerings that allow for various levels of customization that impact the complexity of sales and the price. An eCommerce experience may therefore require different workflows for buyers who simply add items to the cart and those who need to configure a product or design a solution.


2. Market access channels

B2B organizations may be selling to their customers directly, through distribution, or through 3rd party partners. Organizations may want to collaborate with their distributors and partners to deliver a consistent experience across market access channels.


3. Data driven insights

Through machine learning and artificial intelligence are how these functions are able to achieve a common, consistent view of the buyer and the constant shift in preferences and needs.


4. Channel fluidity

Buyers want to take charge of the experience and pace but still need guidance and counsel, particularly when purchasing highly complex goods. For example initiate an eCommerce transaction, divert to a phone call with a sales rep for additional support, and then transition back to eCommerce as a singular fluid transaction.