B2B E-Commerce Trends To Take Notice Of In 2018 | Forbes

Mobile E-Commerce Is Here To Stay

As buyers are getting younger, they are increasingly mobile. According to Google’s recent report, “The Changing Face of B2B Marketing,” 42% of B2B customers use mobile devices during their purchasing process. From researching products and comparing prices and feature sets to contacting merchants and completing transactions, business buyers depend on mobile devices along the entire purchase path.

Personalization Is King

In addition to making purchasing processes more mobile-friendly and intuitive, remember that business clients expect the red-carpet treatment. The last thing a wine and beer distributor wants to see on your website is offers for distilled spirits she never purchases. Buyers expect catalogs, pricing and product selection to be curated for their purchases and organized according to their specific needs. For complex B2B businesses that offer many product lines, have large catalogs and serve many different sectors, individualization can significantly affect online revenue.

One of the most tangible ways to deliver personalization is through customized and dynamic pricing. According to research firm Gartner, 2018 will see around 40% of B2B commerce sites using price optimization algorithms to deliver dynamic pricing. In practical terms, that means sophisticated personalization, taking into account such parameters as purchasing volume, frequency and long-term relationship value. A procurement agent who purchases millions of dollars of running shoes every year should expect a more attractive set of pricing incentives than a buyer who purchases footwear on an ad-hoc basis.

It is also important for online merchants to map the customer journey and to understand places where interactions are disjointed or too impersonal. Identifying areas where the destination feels unknown will help you create a seamless experience across all channels of purchase and interaction. Companies that create personalized customer experiences will be the ones that win in 2018 and beyond.

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B2B E-Commerce Trends To Take Notice Of In 2018.

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