Why your B2B ecommerce platform needs strong B2C capabilities

By | Feb 28, 2018 | 515 views |FacebookTwitterGmail Pinterest
  • Why your B2B ecommerce platform needs strong  B2C capabilities

Despite the characteristic differences between the business tobusinessmodel of online commerce and its B2C counterpart, one thing remains common among them.

Customeris the king.

So, what does the customer desire ultimately?

Nothing but simplicity and ease of shopping!

It is not surprising that decades of exposure to the B2C model has conditioned the customers to expect similar experiences from their B2B ecommerce solutions. Up to 80%, B2B buyers are comparing their checkout experience with regular purchases on a B2C marketplace notwithstanding the complexities of the business to business model, i.e; the long and complex sales cycles, a greater number of decision makers involved per purchase, bigger ticket sizes and so on.


According to the reports from research and advisory firm Frost & Sullivan, B2B eCommerce is expected to reach $12 trillion by 2020. The positive forecasts and the increasing trend of online purchases have forced B2B businesses to take stock and start looking for enhanced capabilities in their B2B ecommerce platform.  


The must-have B2C capabilities for an online B2B business


With a growing number of B2B retailers taking their business online, it has become imperative that they offer a seamless and transparent buying experience so that their customers keep coming back for more.

To ensure their share in the massive ecommerce boom B2B marketplaces should adopt some of the most engaging B2C ecommerce capabilities listed below;


Easy Search


We know by experience that an easy search and navigation contribute greatly to a site’s stickiness. The B2B catalogs are typically much larger than B2C and a strong search engine is mandatory to make the customers comfortable during their search process.

If the customers can easily search and find the products they are looking for they spend more time on a site further investigating the deals, related products/ services and have a higher probability of converting. The B2B ecommerce solutions should incorporate not only product search but they should also allow searching exact keywords, product descriptions, features etc.

Strong search capabilities that reduce the search and navigation time can help business to business retailers engage their customers better and longer thus making it easy to stay ahead of the competition.


Ready for Mobile  


This is the era of life on the go. It is a known fact that online buyers are most happy when they can surf, search and buy products and services on multiple devices they use throughout a day. The B2B sellers are expected to be available to their clients on all devices.

A B2B ecommerce platform that allows your business to be within the reach of its customers across devices and at all times can gain a definite edge over its customers. With more and more customers opting for buying through their mobile devices having a mobile ready site is no longer a choice but a necessity for the survival of the business.

Offering customers ease and convenience along with engaging site design on all devices can help B2B retailers get better results from their efforts.

Simple Sales Process


Alike B2C customers, B2B buyers also want to have a simple and fast sales process. B2B ecommerce solutions that facilitate customers to make an order without having to make inquiries from your sales or support team can greatly reduce your sales cycle and increase your overall ROI.

Offering a B2C like easy experience with ordering, tracking and the ability to pay using multiple payment channels can help your B2B business close more deals, faster. Also, making checkout simple across devices can help you convert better.

Adding some typical B2C features like upselling and cross-selling in form of personalized pricing and deals can not only increase your ticket size but also help you in staying competitive in the long run.


Personalised Deals


Making your customers feel special is the mantra for a long-term relationship with your customers. B2B ecommerce platform that incorporates features to offer customer-centric personalized deals leads to a special bond with each customer.

When you have a powerful dashboard that allows you to analyze your customer records on the basis of past purchase history, frequency, order size etc. you can craft personalized deals for your clients. This helps in long-term trust-building and the sentiment leads to keeping your customer base loyal to your brand.

Additionally offering personalized deals in real time through unified notifications like Email, SMS, mobile and web push notifications can be used to offer the customers exactly what they want. This can foster growth by increasing sales volume.


Wow Shipping Support


Shipping remains a woe for the product based B2B ecommerce solutions. Working with diverse shipping partners and keeping track of all these channels needs resource overhead. By offering a streamlined and automated shipping solution B2B retailers can instantly win the trust of their clients.

Shipping optimization is at the core of every successful business. Shipping services and shipping charges play a crucial role in the final stages of completing an order process. A significant number of customers abandon their cart if they find that the shipping services offered are not up to the mark or add a substantial cost overhead.

B2B ecommerce platform that offers integrated and automated shipping solution with reliable shipping partners at discounted rates can be a welcome support for its clients. Such a shipping solution will not only mean cost-savings but will also ensure a hassle-free logistics that will help in keeping the customers happy and loyal.




Despite having some unique requirements B2B businesses can gain a winning edge by incorporating the B2C features that their customers are accustomed to. To achieve this feat it becomes necessary that businesses choose a B2B ecommerce platform that is equipped to handle the diverse needs of both these business models.

StoreHippo eCommerce platform is designed for diverse B2B and B2C models and offers all the above facilities along with many features designed exclusively to give an edge to your B2B business. Explore the unique B2B features from StoreHippo now!

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