The people you try to reach with your products and services are influenced by their peers, competitors, friends, family, and so on. You try to mitigate the influence of your competitors through webinars, case studies, and hopefully word of mouth endorsements. But are you ignoring influential competitors outside of your chosen industry?
Consumers, of all types, are purchasing more products and services online than ever before. Those purchase are typically associated with consumer goods from computers to toilet paper, but online B2B purchases are equally part of this trend. Unfortunately, consumer brands have already established the de facto user experience for purchasing goods online. Brands from Amazon to eBay to Zappos spend loads of money to make it easy for their customers to find and purchase stuff. Are you living up to this expectation?
Surveys of 400 senior IT and business decision makers in B2B companies with annual online sales of at least $1 million conducted for Intershop, an eCommerce software provider, found that 96% have challenges to half the respondents face challenges with their eCommerce initiatives. Furthermore, half of those surveyed have problems “providing intuitive and user-friendly interfaces for multiple touch points.” Again, the one button type online shopping experience has already been established and anything that is not close is not acceptable. Yet almost half of those B2B companies think it will result in a higher bottom line.
Since B2B eCommerce trends tend to follow those already found in B2C, it is time to imitate and implement the best practices of those big brands because they have already moved to the next thing — mobile commerce. Not surprisingly, over three-quarters of B2B respondents will add mobile commerce capabilities over the next 12 months. If this all has you screaming Mayday, you are in luck. Amazon just added that button to connect you with live person to the latest Kindle. It is just another part of eCommerce you might have to adopt from the giants of B2C.