B2B Ecommerce Sites: What Works for B2B Buyers?

《B2B Ecommerce Sites: What Works for B2B Buyers?》

Many are familiar with the digital darlings that market directly to consumers—Warby Parker, Away, Allbirds, etc. But the B2B ecommerce market is growing exponentially, estimated to reach $1.2 trillion in transactions by 2021.

Ecommerce sales are growing for traditional B2B businesses as well as direct-to-consumer brands, which are opening wholesale sides to get a slice of the growing B2B ecommerce pie.

If you’re a B2B ecommerce shop that sells…

  • inexpensive products;
  • in small quantities;
  • exclusively to B2B buyers;

The best B2C ecommerce sites are equally good examples for your B2B ecommerce site.

But if your B2B ecommerce site differs on any of those elements—high prices, large quantities, or a need to serve B2C and B2B buyers—things change.

So what changes? And what works best?

B2B ecommerce: 2 key differences of B2B buyers

What works with the average B2C consumer won’t always work with B2B ecommerce buyers. B2B buyers have two key differences that impact marketing and website design choices:

  1. A more complex sales cycle;
  2. Niche targeting.

1. A more complex sales cycle

B2B sales cycles can last for months, even more than a year. That makes some B2C marketing tactics less useful. For example, a B2C ecommerce brand may use scarcity tactics to create a sense of urgency and encourage impulse purchases.

In the example below, Walmart uses scarcity to suggest that a laptop is in high demand and may not be available later:

《B2B Ecommerce Sites: What Works for B2B Buyers?》
(Image source)

That’s unlikely to work when a decision takes months to get approval. B2B decisions often involve multiple stakeholders, too—an average of 6.8 during the buying process, according to one report.

The length and complexity of the buying cycle mean that B2B buyers are less impulsive. It’s a mistake, however, to assume that they aren’t emotional.

Indeed, the argument is made regularly that B2B buyers are “rational.” But that argument ignores emotional values such as trust, which help explain why “Nobody gets fired for hiring IBM.”

The fear of making a mistake with an unproven vendor can be a powerful motivator, even if the post-purchase rationalization ignores the impact of that emotion.

《B2B Ecommerce Sites: What Works for B2B Buyers?》
B2B buyers may not fall victim to tactics like scarcity, but they’re not purely rational decision-makers.

2. Niche targeting

B2B customers usually go after small market segments. B2C has its micro-markets, too, but most B2B companies have a smaller universe of potential buyers (hence why account-based marketing is so attractive to companies that target a few dozen or hundred prospects.)

The direct-to-consumer side of Nike’s footwear business targets, well, anyone with feet. Nike’s B2B arm, on the other hand, partners with select brick-and-mortar apparel retailers, including high-end boutiques for its limited edition sneakers and chains like Foot Locker for its popular Jordan line.

For Nike and others, they need to market the same product in two ways:

  • to the retailer, highlighting the product as a source of solid, profitable sales;
  • to the end user, highlighting style, status, performance, or another value.
《B2B Ecommerce Sites: What Works for B2B Buyers?》
Nike’s Momofuku Dunks, one of the many limited-edition releases sold B2B to select retailers. (Image source)

The need for independent messaging, as we’ll explore later, often justifies the creation of dedicated landing pages or portals for B2B buyers. Separate site sections enable separate messaging.

For example, home retailer FLOS maintains an ungated website for retail consumers and a very different (gated) web experience for B2B customers:

《B2B Ecommerce Sites: What Works for B2B Buyers?》
The B2C site.
《B2B Ecommerce Sites: What Works for B2B Buyers?》
The gated B2B portal.

Further, niche targeting usually means fewer buyers making larger purchases. B2B buyers spend an average of $491 per order, compared to $147 for B2C customers.

As Eduardo Esparza notes in his post on B2B site optimization,

the higher the value of what you are selling, the higher the inherent friction, therefore the more questions you will need to answer throughout your site.

Ultimately, complexity for B2C comes from “thousands, if not tens of thousands or hundreds of thousands of SKUs,” notes Bill Leake. Leake continues:

In B2B, you’re often dealing with fewer products, but you not only need to take into account the persona of the person coming to your website, but where they are in the customer journey.

The impact of the changing B2B ecommerce landscape

The makeup of B2B buyers has shifted. By 2014, almost half of B2B buyers were millennials, nearly double the number from 2012. That number isn’t getting smaller.

《B2B Ecommerce Sites: What Works for B2B Buyers?》

Why do millennials matter? Well, they have different expectations. B2B buyers from Gen X expected phone calls and handholding.

Millennials expect the same level of service without requiring dozens of lengthy discussions. Most have grown up around a technology (the Internet) that empowers them to research new topics more confidently.

That shift is the basis for modern demand generation. Information previously delivered by sales teams now reaches customers through (mostly digital) marketing materials. The online experience, as a result, is even more vital.

B2B ecommerce shoppers expect a comprehensive, efficient online buying experience. That means, sitewide, that your ecommerce buying experience rivals that of B2C brands:

  • Site navigation and search are clear;
  • Complete product catalogs are available online;
  • Informational content allows customers to self-educate.

The primary purpose of a B2B site may have once been to get site visitors to pick up the phone or fill out a form. Now, the start-to-finish sales process may take place entirely online.

For many B2B companies, the transition in buying habits has outpaced website changes. Even for major retailers, like uniform supplier Cintas, their online buying portal is a dated, non-mobile-friendly microsite on a separate domain (

《B2B Ecommerce Sites: What Works for B2B Buyers?》
The separate, industry-specific portal that lives on another domain. B2B ecommerce buyers land here after choosing “Workwear” as their industry. Different industry selections lead to different experiences.

A seamless mobile experience is essential, even if purchases take place on desktop. According to a Google report, 42% of B2B customers use mobile devices during the purchasing process. Other research suggests that 60% will switch brands if a current vendor doesn’t have an easy-to-use mobile experience.

That means B2B brands need an optimized mobile experience that delivers a consistent experience whether customers are browsing on a desktop or smartphone.

A great example is Curbell Plastics, which gives B2B customers a consistent experience to research and browse their product catalog on desktop or mobile:

《B2B Ecommerce Sites: What Works for B2B Buyers?》
《B2B Ecommerce Sites: What Works for B2B Buyers?》

The increase in expectations are part of a longer process of change. That process has played out over the last two decades for B2B companies that sell physical products:

  1. From no website to some website to prove that “they’re legitimate;”
  2. From a basic website to one that generates calls or form leads;
  3. From a lead generation site to a basic ecommerce site;
  4. From a basic ecommerce site to one that rivals the B2C experience.

Most B2B companies are now working on moving from stage three to four. Three tactics are critical to that final transition.

3 keys to a great B2B ecommerce experience

1. Educate buyers on your product—and your brand

B2B buyers (usually) prefer to self-educate. It’s a main reason that live chat and chatbots have exploded. Live chat delivers real-time answers from a blend of customer service and sales personnel (and bots) to nudge self-educating prospects down the funnel.

Sales reps still have a role, but some of their knowledge—especially during early consideration phases—should make its way into marketing materials on your ecommerce site.

Many companies have yet to do that. American Hotel Register meets many functional requirements of a good ecommerce site—they include a comprehensive category listing and feature a search bar prominently.

But the site does nothing to communicate why a user should shop there:

《B2B Ecommerce Sites: What Works for B2B Buyers?》

Compare that to the Traffic Safety Store, which highlights its large inventory and rapid delivery:

《B2B Ecommerce Sites: What Works for B2B Buyers?》

The need for educational content about the brand is as essential as educational content about products and options. That may include:

Why the shortcoming? Many B2B brands are used to acquiring customers and nurturing leads with sales reps. The first ecommerce functionality served mainly existing customers—those who just wanted an efficient way to reorder.

Now, however, more new business flows through search and other channels. B2B ecommerce is about first impressions and differentiation, not just utilitarian design and minimal clicks.

When it comes to educational content about products, many B2B sites, the one above included, face another challenge: Educational content on their sites is gated.

That limits search-based acquisition, but it also creates friction for new users. American Hotel Register places “Order Guides” prominently in the top navigation—something that may be useful for new buyers—but then requires a login to view the content:  

《B2B Ecommerce Sites: What Works for B2B Buyers?》

Traffic Safety Store blends educational content with products on their B2B ecommerce site, a clear effort to acquire, inform, and persuade new users through search:

《B2B Ecommerce Sites: What Works for B2B Buyers?》

While a content hub is one way to serve B2B buyers, educational videos are another high-impact way to deliver helpful info.

A Think with Google survey found that 70% of B2B buyers and researchers are watching videos throughout their buying journey, and branded video content views increased 99% on YouTube and 258% on Facebook between 2016 and 2017.

Cintas has published professional videos that showcase the construction of new product lines:


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