Today’s buyers are regularly making large and complex purchases using multiple channels. Exceeding their expectations will be one of the major challenges for B2B ecommerce companies in 2019.
Complex approvals, payment methods, and fulfilment options all need to be accommodated seamlessly. Buyers might want to start their purchasing process on a mobile device, then speak to a sales representative and complete their transaction on their desktop computer. That means your ecommerce website, mobile services, face-to-face and telephone interactions all need to be fast, effective, flexible and integrated.
Where do mobile devices fit in to B2B ecommerce?
The use of mobile devices in B2B ecommerce is growing rapidly and so are conversion rates. There could be many explanations for this trend but it’s clear that, where mobile channels work well, buyers will choose to use them. They should be easy, convenient and fast.
Eight out of ten B2B buyers are using a mobile device for their work and six out of ten say that their use played a significant role in a recent professional purchase. Buyers also say that their work-related mobile use is increasing.
Google has reported that 50% of B2B online enquiries are now made using a smartphone, and that figure is expected to grow, rising from two to three hours a day by 2020.
Making mobile a strategic choice for B2B ecommerce
B2B sellers who are taking their mobile opportunities seriously are seeing significant results. Search queries, traffic to their ecommerce site, lead generation and transactions have all increased, resulting in an average 42% of their revenue being attributed to mobile engagement.
Mobile sales can be completed more quickly, speeding up the process by up to 20%.
All of this results in an improved buyer experience that will build loyalty and increase the lifetime value of your customers.
How to make mobile effective for B2B ecommerce
Of course, making sure mobile is an effective channel will require investment in technology, design, promotion and staff training.
Buyers must find the experience superior to your competitors and this will need to include fast load times, a personalised experience and mobile-specific content such as video, podcasts and purpose-designed infographics. You can also use capabilities of mobile devices such as location and the camera to improve the experience.
You will also need robust business processes to understand how many transactions include mobile devices and overall your conversion rates.
By carefully monitoring mobile activity during the buying process you will be able to identify the points where mobile devices are most frequently used. You’ll also be able to see where your sales representatives and customer services team can add value.
B2B buyer trends and preferences
B2B buying isn’t static. Buyers are constantly influenced by their experiences in the business to consumer marketplace and the rapidly expanding capabilities of mobile devices.
Investing in B2B mobile engagement might not immediately improve conversion rates. As with every other new marketing initiative, you will find early adopters. They might be small in number, but the insight they can give you about how to refine and enhance your approach can be invaluable.
By taking the initiative now, you will achieve an important advantage in the B2B ecommerce marketplace.
Contact us to find out how to make the most of mobile as part of your B2B ecommerce strategy.