B2B eCommerce

B2B sellers engage buyers with new tactics

B2B sellers are prioritizing giving customers across new markets and portals new ways to make more purchases. And they are using a variety of tactics — including in-stock product notifications — to convert more transactions, according to data analysis from the 2023 B2B Ecommerce Growth Strategies Report from Adobe based on a survey from Digital Commerce 360.

The survey shows most B2B sellers believe they have mastered the basics of ecommerce, such as site search and product reviews. But when it comes to personalized commerce, larger companies are more satisfied with their efforts, while many smaller competitors are investing in this area. Two-thirds of B2B sellers say they are successfully driving online conversions with such widely deployed features as:

  • Site search
  • Promotions
  • Product ratings and reviews
  • Showing inventory availability

While companies of all sizes generally believe that personalization is working for them, those with more than $500 million in annual revenue report greater success in several areas. Overall, B2B sellers are seeing the greatest return from tailoring site search results, for example by showing buyers only products they are approved to buy and the prices their companies have negotiated.

But several tactics are working far better for larger versus smaller firms, probably reflecting greater investment. These include personalized site search results, customer-specific pricing and targeting promotions to specific customer segments. Smaller companies are responding by putting some personalization features on their to-do lists for 2023. That includes personalized payment and shipping options (15.8% of smaller firms plan to invest versus 3.6% of larger ones) and personalized product category pages (15.8% versus 1.2%).

Want to become a member?

Become a member of the B2B eCommerce Association for free today. Connect, learn and find new opportunities. 

About the B2BEA

The B2B eCommerce Association is a global network and resource hub for B2B practitioners, offering invaluable opportunities to connect and learn. Our mission is to empower manufacturers and distributors in their eCommerce and digital transformation journeys through useful tools, practical resources and exceptional networking opportunities. Join us to thrive in our dynamic industry

Want to become a member?

Become a member of the B2B eCommerce Association for free today. Connect, learn and find new opportunities. 

Recommended

Your member type

Are you working for a manufacturer, distributor or retailer?