As business-to-business (B2B) e-commerce continues to be a hot topic, businesses are being advised to create a "B2C-like experience" or "be more like Amazon." While not untrue, this notion can be misleading. It's essential to focus on a better user experience, something B2C sites have mastered. However, this doesn't mean a B2B site should fully replicate a B2C site.
In fact, there are many features on standard B2C sites that are irrelevant to those in the business-to-business world. B2B buyers have a task they need to do, such as ordering supplies to complete a specific task or replenishing items for their brick and mortar retail shelves. On the other hand, B2C shoppers don't always know exactly what they want to buy. In this case, they are simply shopping around.
The B2B buying process should not be treated as a shopping experience, rather a buying experience. This is especially true for those in the electronics industry as buying electronics for a specific job and shopping for personal needs are two very different things. It is important to personalize each buying experience to match the unique user's needs, allowing them to get their job done quickly.
Click on the image below to start a slideshow about the five e-commerce features that are more important than the shopping cart for a B2B site:
Today's user experience is key to a successful e-commerce site. Those who master this will be seen as a helpful resource over competitors who are making the buyer's job difficult. Simply replicating a B2C e-commerce site won't suffice in the B2B world. Choose an e-commerce platform that is flexible to your buyers' needs and can be personalized at every point in the purchasing process.