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How the Rise of Smartphones Effects your B2B Consumers

The world is changing more and more as technology continues to advance. The way people do things just isn’t the same as it was in the past, especially when it comes to sales. Ecommerce has taken over, and is becoming the more popular way to make a purchase. Due to the difference in speed and convenience, most people are likely to choose to make a purchase with the click of a button, rather than drive to a physical location and buy it. With the rise of smartphones, it’s not uncommon for someone to choose this device as their way of purchasing, over a desktop or laptop. 77% of people own a smartphone and most have it on them at all times. And businesses are making it more and more convenient for them to make that purchase via cell phone. The user experience of an online shopper is being taken into account by ecommerce professionals who know that clicking around a smaller screen can be an unpleasant experience if the proper attention is not given to an ecommerce website’s design. 

Online sellers such as Amazon have set the bar very high as B2B retailers must create a functional, feature-rich mobile interface, without sacrificing speed and efficiency. Whether designing an app for your company or simply optimizing your website, allowing for all the functionality a customer would experience on a desktop computer is essential. The presence of this functionality on a mobile device is called mobile optimization. Mobile optimization gives the client the ability to make purchases, track orders, or contact customer support on a mobile device with the same ease as using a desktop interface. It also means the ability to search the entire product catalog and easily view product images and technical documentation.

Business-to-business selling also presents some unique challenges in mobile commerce as B2B purchasing is going to require special processes which B2C do not. With mobile technology becoming the new normal, the need for mobile commerce is becoming more and more urgent, and user experience can make or break customer loyalty. If done right, this can increase sales and conversion. There are obvious differences in features necessary for each type of consumer because of the way purchases are made. One important thing that B2B buyers value is the option to view wholesale pricing quotes. Where there used to be a “call for pricing information” notation on many websites, customers have now grown accustomed to instant access to information, and the thought of calling a representative to talk price is off-putting. If a request for quote function doesn’t come native on your eCommerce platform, there is always the option to implement a module which can provide you with this function. The Request for Quote Module by Web Solutions NYC lets business buyers submit quote requests and site owners modify or accept those requests. Business buyers can then purchase directly from the accepted quote with one click of a button.

With B2B looking a lot like B2C these days, it’s important to have the functionalities needed to provide B2B consumers with an optimal shopping experience. The days of B2B buyers having to call up a business to place an order for a large quantity are long gone. B2B consumers want the same online experience that they get when they shop B2C in their personal lives. Companies as a whole are deciding more and more to take advantage of the ecommerce B2B option. Many companies even provide smartphones or tablets to their employees to place orders, and every year, these buyers are becoming more dependent on these devices. It’s expected that this trend will continue to flourish, and many B2B buyers will do a large percentage of their business from the comfort of their Android, iPhone or tablet. This doesn’t mean that customers won’t interact with sellers through their usual interfaces. They’ll still visit your website and reach out to your customer service department. But new avenues and connections have been opened, and consumers will use them to engage with your business and search for information about your products.

In order to remain competitive and appeal to a larger base of customers, B2B retailers need to adapt to mobile-optimized technology, and make sure it is done efficiently. In order to compete with merchants such as Amazon, B2B retailers must create a functional, feature-rich mobile interface, without sacrificing speed and efficiency. Whether designing an app for your company or simply optimizing your website, allowing for all the functionality a customer would experience on a desktop computer is essential for your success. The ability for B2B consumers to make purchases with mobile devices, track orders, or contact customer support with the same ease as using a desktop interface is what successful mobile optimization looks like. 

With the right platform and agency behind you, creating this experience for buyers is not only possible, but easily achievable. You must select an ecommerce platform which supports a robust B2B feature set. Magento, for example, comes with an abundance of these features out of the box. The platform is well known for its B2B capabilities and also connects with a variety of B2B extensions. With all of this combined, it will put merchants in the perfect position to succeed in the B2B market. 

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