Make the B2B buying experience better for your customers in 2022



E-commerce is now the number one sales tool in B2B (Business to Business). Due to the lasting effects of COVID-19, the way B2B organizations buy has required a major shift in the process. Whether companies have moved online to avoid unnecessary overhead costs and maximize profits or to gain even more market share, the reality is that high functioning e-commerce stores are in high demand. These demands have caused a great leap in the growth of e-commerce.


With the quick transition and heightened demands, B2B web stores are struggling to keep up. According to a recent survey conducted by Sapio Research:

  • 94% of B2B buyers are suffering from customer experience challenges when they buy online.

  • 50% of e-commerce sites are not fully meeting the expectations of B2B buyers.

  • 37% of B2B buyers are experiencing order errors on a weekly basis.

Going forward with B2B buying in 2022, to create an increasingly sustainable marketplace, organizations need to embrace technology. Consumers need simple, user-friendly platforms on which making business purchases successfully is possible.


Another major focal point is focusing on customer experience, retention, and advocacy. Marketers can do this by building relationships between themselves and the supplier. A good place to start is figuring out where your buyers are experiencing trouble and remedying those issues.


Be prepared

The future of B2B is bright. With e-commerce playing a leading role in B2B sales, companies need to ensure that their online store performs well. Start the year off with a strong foundation. Now is the time to optimize your B2B e-commerce strategy for 2022.


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