How to embrace digital transformation with these B2B ecommerce sales trends

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2024 is proving to be a year of digital transformation in B2B ecommerce. B2B customer expectations have changed and the selling landscape is shifting to digital, which is being used for building and maintaining strong customer relationships and streamlining operations. This digital shift is only set to accelerate even more, with Garner’s Future of Sales report predicting most B2B transactions will be online by 2025.

So how can we truly embrace digital transformation in B2B ecommerce? Implementing these four digitally focused sales trends will help your business to meet and exceed customer expectations this year and beyond.

  1. Personalised buyer experiences

We have touched on this many times before in previous blogs, and for good reason. Today’s B2B buyers expect the same level of tailored experiences that they encounter in B2C shopping. B2B winners are leveraging their customer data and analytics to understand individual needs and preferences. This allows them to offer tailored product recommendations and personalised search results and interactions, leading to increased satisfaction, improved conversion rates and customer loyalty. B2B companies are actively investing in solutions like CRM systems that collect and analyse customer data. They are also utilising AI-powered tools such as chatbots and virtual assistants to unlock the full potential of personalised ecommerce experiences for their customers. If you want to know more about how to personalise B2B selling with AI, please take a look at our blog here.

2. Leveraging omnichannel sales

Omnichannel sales should offer a seamless customer experience across all touch points, whether digital or physical. With B2B buyers now expecting to connect with companies through multiple channels, businesses must offer a consistent and connected journey across all of their digital platforms. It’s important that when a customer moves between different channels in their buying journey that the process is seamless from the initial enquiry, right through to the purchase and repeat purchases. To leverage this trend, be sure to offer many different channels for your customers to research and make purchases from you, which could include your website, mobile app, over the phone, third party marketplaces and social media marketplaces to name a few.

A recent McKinsey study reveals that omnichannel is set to be permanent fixture for B2B sales, and that customers actually now expect to connect with businesses through as many as 10 different channels. A staggering 83% of B2B leaders believe that the omnichannel approach outperforms traditional in person sales. This has skyrocketed from 54% in early 2020, highlighting the rapid shift towards omnichannel dominance in the B2B landscape.

3. Self-service buying options

We all know that self-service buying is an ultra-convenient purchasing option and it’s now spilled over into the B2B space. 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, making it wise to jump on this trend now in 2024. If you are concerned that your business will lose the personal touch with self-service buying, there is no need to worry. B2B buyers are increasingly preferring self-service options for efficiency and convenience. By implementing this trend you are not only giving your customers what they expect, but these options can help with cost-effectiveness and operational efficiency too, greatly reducing the burden on customer services teams so it’s a win, win.

Some self-service buying options can include:

  • A B2B ecommerce website that is easy to navigate, is able to be personalised to each customer and that can easily integrate with your accounting system, including Sage & Pegasus.
  • A mobile app for even more added convenience
  • Automated replenishment
  • Subscriptions

4. B2B online marketplaces

Online marketplaces have been around for more than 20 years and they are now growing even more rapidly. In fact, they are the fastest growing digital sales channel in B2B ecommerce. This shift towards online marketplaces is because as we discussed above, buyers want lots of options, and for businesses they provide a unique opportunity to reach people actively searching for their products. B2B buyers want choices – they want to be able to easily compare products and prices and they want the buying journey to be quick and efficient. Online marketplaces such as Amazon Business, eBay and Etsy are ideal platforms to fulfil those needs, and they offer B2B companies more opportunities to reach even more customers than ever before.

We hope you found it useful to learn about these 2024 trends and that you have found some inspiration on how to implement them into your own business. If you don’t yet have a B2B ecommerce website that is able to be personalised to each customer and integrates perfectly with your accounting system including Sage and Pegasus, then please get in touch with us at GOb2b.