Prova demo
Prova demo
Blog

The Complete Guide to Experience-Driven B2B eCommerce

DynamicWeb

Discover how to incorporate experience-driven commerce into B2B, adopting B2C strategies to improve buyer engagement and conversions.

As B2B eCommerce continues to grow, companies are finding that simply providing an online platform isn’t enough. Buyers are expecting more, and experience-driven commerce has become essential for creating engaging conversion-friendly environments. 

In fact, estimates suggest that U.S. B2B eCommerce will generate over $3 billion in sales by 2027. Furthermore, 61% of B2B professionals, according to a 2023 survey, reported placing both small and large orders online. These numbers indicate that the gap between B2B and B2C is closing, as B2B buyers increasingly expect the seamless, personalized experiences typically associated with consumer shopping. Adopting B2B strategies, such as personalization and omnichannel interactions, can significantly improve engagement and conversions for B2B businesses. 

This guide explores the meaning of experience-driven commerce, its benefits, critical strategies for success, and how DynamicWeb can support these goals in a B2B context. 

DOWNLOAD NOW (On-demand webinar): Designing eCommerce Experiences that Inspire Conversions

B2B Experience Meaning

B2B experience refers to the ways B2B buyers interact with a business throughout their purchase journey. Historically, B2B transactions were straightforward and primarily focused on logistics, pricing, and efficiency. However, B2B buyers now demand experiences akin to B2C shopping–ones that are seamless, personalized, and convenient. 

Personalization, convenience, and omnichannel engagement have become essential pillars of the B2B experience. Today’s B2B buyers expect their interactions with suppliers to be tailored to their preferences, much like their experiences on popular consumer platforms. They want to find relevant products easily, reorder quickly, and access self-service portals that empower them to handle transactions independently. As a result, B2B companies must adopt experience-driven strategies that prioritize the buyer’s needs and create frictionless processes. 

The Benefits of Experience-Driven eCommerce for B2B

Incorporating experience-driven strategies into B2B eCommerce offers many advantages, including the following: 

  1. Stronger Engagement: Companies can increase engagement by focusing on delivering a high-quality buyer experience. A seamless and personalized experience encourages repeat visits and fosters a deeper connection with the buyer, ultimately driving more interactions. 
  2. Increased Conversions: Personalized and intuitive experiences can lead to significantly higher conversion rates. When B2B buyers feel understood, and their needs are met seamlessly, they are more likely to complete transactions and make repeat purchases. 
  3. Foster Brand Loyalty: A superior B2B experience strengthens trust and fosters long-term loyalty. Delivering consistently excellent service ensures buyers return to your platform, boosting retention and creating advocates for your brand. 

Strategies to Boost B2B Buyer Engagement

To create meaningful and experience-driven B2B eCommerce platforms, companies should implement several key strategies: 

  • B2B Omnichannel Selling: Unifying your marketing and eCommerce efforts across multiple channels is crucial for B2B success. Providing buyers with consistent interactions through email, social media, or your website creates a positive and cohesive journey. An omnichannel approach helps sustain engagement and keeps buyers connected throughout their decision-making process. 
  • Integration: To provide a seamless experience, it is vital to integrate your Content Management System (CMS), Product Information Management (PIM), eCommerce platform, Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), and Marketing. A connected system allows buyer data, product information, and order history to flow perfectly between platforms. 
  • Personalization: Personalizing the buyer experience, from content recommendations to product offerings, is key to driving engagement and conversions. By tailoring the experience to individual needs and preferences, businesses can more compellingly guide buyers through their purchase journey. 
  • Customization: Unlike B2C buyers, B2B clients often need custom product options, personalized pricing, and tailored catalogs. Offering these customizations sets B2B eCommerce platforms apart and improves buyer engagement. 
  • Sales-Assisted Selling: Combining human sales representatives with AI technology to assist B2B buyers can elevate the experience, especially for complex orders. Providing multifaceted support allows companies to answer simple questions immediately and dedicate more intensive resources to large or intricate requests. 
  • Self-Service Portals: Empowering buyers with self-service tools allows them to place orders at their convenience and access account information anytime. This flexibility improves buyer satisfaction and engagement by lowering friction in the purchasing process. 
  • Internationalization: B2B businesses that cater to a global audience must address language barriers, varying currencies, and tax regulations. Offering localized experiences helps create a more inclusive, accessible platform for international buyers. 
  • Analytics and Insights: Leveraging data analytics allows businesses to understand buyer behavior, optimize their eCommerce experience, and make data-driven decisions. Monitoring metrics such as bounce rates, conversion paths, and customer lifetime value is key. 

Explore Experience-Driven B2B eCommerce with DynamicWeb

As B2B buyers’ expectations evolve, adopting experience-driven strategies becomes crucial to remaining competitive. DynamicWeb’s all-in-one eCommerce platform provides the tools necessary to transform your B2B storefront into a personalized, seamless, and engaging experience. The composable eCommerce Suite is customizable, scalable, and simple, allowing companies to deliver 100% customer-centric experiences that garner lifetime loyalty. 

To learn more, view our on-demand webinar: Designing eCommerce Experiences that Inspire Conversions