Factors improving B2B online customer experience 2022

A survey released in 2023 among business-to-business (B2B) buyers revealed that the online shopping experience could be further optimized if suppliers took additional measures to satisfy their clients. More than half of B2B buyers wished for more up-to-date and accurate product information on e-commerce sites, while nearly 40 percent believed user-friendly online and mobile interfaces to be crucial in their customer experience. Product information is strictly related to pricing. Over one-third of companies purchasing online struggled with understanding product pricing, while an even higher percentage had the same issue with product quoting.

A good reason to invest

Retaining B2B buyers is essential, seeing the significant percentage of them who would pay more for better e-commerce capabilities from their suppliers. Unlike business-to-consumer (B2C) customers, companies often purchase the same type of product repeatedly, meaning that they appreciate quick and seamless reordering of previous orders. This is a sign that B2B suppliers should invest more in improving customer experience and enhance their e-commerce platforms.

Invest, but where?

B2B buyers place their orders on multiple online channels. Suppliers’ websites are still the most used channel, both for general products and raw materials. Mobile applications of suppliers follow closely in the ranking of channels gathering B2B spending, preceding even online marketplaces, and social media.