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4 important B2B ecommerce trends to watch in 2024

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As we begin 2024 we wanted to share 4 very important trends to watch this year and beyond. As you will notice if you read our blogs, we like to discuss ‘trends’ that are going to stick around, so that you can implement them into your business to help it to grow and succeed.

Before we dive in, it’s important to note why we have selected these trends to share with you, and that’s because they are actually more expectations of what B2B buyers want to see in 2024 if they are going to buy from you over your competitors.

So what do B2B buyers expect in 2024? They want a flawless buying journey from start to finish and they want it to be quick, convenient and effortless. With Millennials and Gen Z’s making up 64% of B2B buyers it’s also no wonder that they expect technology to drive their buying journey. So much so, that 44% of Millennials actually prefer no sales rep interaction throughout the sales process whatsoever, which leads us on to our first trend to watch in 2024.

  1. Self-service B2B buying options

Just like we have become accustomed to using self-service scanners and checkouts at the supermarket, this convenient way of buying has now spilled over into the B2B space as well. If you are worried that your business will lose the personal touch if you implement self-service options and that this will be off putting to buyers, you can rest assured this is not the case. Recent data from McKinsey and Forrester shows that two thirds of B2B buyers are willing to spend over $50,000 without ever interacting with a sales rep. Even more amazing is that the data found that a third are willing to spend $500,000.

So what can you do to offer B2B buyers self-service options?

  • Embrace the omnichannel/hybrid approach – in person interactions shouldn’t disappear completely, buyers like the choice. So it’s a great idea to combine both remote and in person interactions and to make sure that all of your digital channels meet your customers’ needs
  • Ensure you have a B2B ecommerce website that is easy to navigate, is able to be personalised to each customer, offers a smooth buying journey and can easily integrate with your accounting system
  • You could you offer your customers a mobile app for even more added convenience
  • Offer more self-service buying choices such as automated replenishment and subscriptions that are quick and convenient for your customers and mean repeat business for you
  • Moving towards digital selling means more insights – use data to analyse and improve you B2B sales process.
  • Flexible payment options  

Very much like offering more self-service options, buyers are demanding choice and flexibility when it comes to paying for their B2B purchases, just like they have come to expect when making personal purchases. This is yet another way that companies can make it easier and very convenient for B2B buyers to buy from them. Offering different payment options that can align with a business’s budgeting and financial needs will be very appealing to buyers. Options could include online payments, invoicing, purchase orders and many more.

  •  B2C experiences for B2B buyers

It wasn’t too long ago that B2B companies relied on sales reps to generate the bulk of their sales. Now B2B buyers want flawless digital experiences, just like has become the norm in the B2C world. So how can you offer this? The best place to start is with an ecommerce website that is easy to navigate, kept up to date with correct information, has clear pricing, is able to be personalised to each customer and offers a smooth buying experience from start to finish. If you choose a GOb2b ecommerce website, you will get all of this and very importantly it will integrate seamlessly with your accounting system including Sage, Pegasus and OGL Profit 4.

  • A mobile-first approach

B2B ecommerce has changed in so many ways and this is yet another aspect that is catching up with the B2C world – many B2B buyers now make purchases on their mobile or tablet.  They are even using text, social media and mobile to research and compare suppliers. So how can you meet these expectations? Your first step will be to make sure that you have a truly mobile friendly website that works just as seamlessly as the desktop version.

Customers have come to expect ultra-convenient transactions, so you could take it one step further by offering a mobile app. If you already have a GOb2b website, you will be pleased to know that our mobile app mirrors the website, making it a fast, yet very familiar way to make purchases. Also it’s a fantastic was for your business to generate more revenue as it’s designed to increase sales by sending personalised marketing push notifications direct to your customers’ mobile phones and tablets. If you have a GOb2b website and would like to see a demo of our Customer App then please let us know.

We hope you found this blog useful and feel ready to embrace these 4 2024 B2B ecommerce trends to help your business succeed.