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The B2B ecommerce space offers an incredible array of opportunities. It is has registered growth at more than double the size of B2C ecommerce.

These tips will help you greatly in improving your customer experience, and thus, increasing your success rate.

Website design

Three foundational principles can help you in keeping your user experience design efforts focused on delivering excellent customer experience. First, have a website that is optimized for all kinds of devices, including laptops, computers, cell phones, and tablets. Second, you should be able to engage the customer, both rationally and emotionally. Third, you should not across as someone that is challenging to do business with.

Customers will always want to connect with a brand that assists them in doing their jobs faster and more efficiently. Precisely, your website should be able to paint a comfortable and trustworthy picture of your products and services.

Rich product content

Uninteresting and mundane product details will not help you in improving your customer experience. It is unfortunate that typically, a B2B ecommerce platform doesn’t spend much time and resources on developing the actual product content. Mostly you’ll only be able to find the quantity, price, and a short description on the site.

Usually, customers are also looking for inspiration while buying a product. The content description should be able to provide that. Invest in better videos and images, improve product documentation and specifications, and you can also include product reviews to attract customers.


Personalization is the key to great customer experience. One must not forget that B2B personalization can be complicated. Foremost, you will need to understand the needs of different buyer personas to be able to generate relevant workflows and personalization features. For instance, a customer might need a quote to flow through a sales rep or approval from a corporate level buyer.

Though they may seem hard to execute, these tricks will go a long way in increasing your customer’s experience. It has been said that personalization results in much faster conversion of orders, processing, and creation of customer loyalty.

Intuitive research

The most important question is— how to enable your customers to find the products they are searching for and place orders quickly? Standard features like logical product categories, keyword searches, and results arranged based on customer’s preference, are dependent on the accuracy of the product data.

Suggested search enhances the customer experience by saving customer’s time and providing them a range of suggestions. Therefore, intuitive search capabilities of your website indicate your understanding of your customer's requirements and offering features to make the process easier.

Mobile and responsive design

In today’s day and age, mobile phones have occupied everyone’s minds and focus. Therefore, as a result, people’s tolerance for non-mobile websites has decreased dramatically. They expect the same content on their laptops, tablets, or mobiles that they consume using a full-screen monitor, being utterly ignorant of the fact that different devices operate differently.

Therefore, it is high time that you have a mobile-friendly website. Either you can build a B2B ecommerce website exclusively for mobiles or optimize your existing one for all devices. The website should not be too cluttered, and order completion should be kept simple.


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