5 Trends of B2B eCommerce in achieving success

With technological advancements and the digital age encroaching now more than ever on business practices, the importance of companies implementing and maintaining strong eCommerce platforms is as important as ever.

Should companies fail in incorporating successful contemporary trends into their digitalised commercial sites, they face the possibility of losing potential customers and therefore, revenue.

Below are five current trends in eCommerce to be considered when constructing, further developing and implementing an eCommerce site within a business strategy.

  1. Service Range
  2. Borrowing from B2C
  3. B2B Marketplaces
  4. B2B After-Sales
  5. B2B Customer Service

1. Service Range

Showcasing a greater range of diverse services.

As a result of the digital age and companies using eCommerce to reach their audiences more accessibly, it is drastically important for companies’ eCommerce platforms to be showcasing a range of diverse services from traditional trends.

With 2020 producing unprecedented challenges for businesses, the importance of having a strong eCommerce presence whereby a range of different services can be obtained is essential in standing out against competitors and reaching the targeted audiences.

In order to do this, eCommerce sites must be reflecting the need and desires of users and thus provide fully functional services which reflect the user’s requirements.

This may include functions including:

  • Purchasing
  • Booking
  • Talking (live chat, email, social)
  • Digitally viewing products

Through providing more services to the potential consumer, more knowledge and understanding of the products or services available can be obtained, thereby achieving a greater level of awareness for potential customers.


2. Borrowing from B2C

The link between B2B and B2C trends

Whilst there are many differences between the B2B and B2C tendencies, the successful trends of B2C eCommerce eventually are implemented in B2B eCommerce platforms.

Due to this, companies can begin to understand the necessary operational transformations which their eCommerce sites must undergo to reflect rising trends.

Whilst it is not possible for all B2C tendencies to be implemented, elements such as live talking and streaming, instantaneous results and fast delivery are available and readily accessible to audiences when implemented.

For example, live chat in B2C companies is now a leading method in which 46% of customers prefer to use in engaging companies, compared against 29% using email and 16% opting for social media.


3. B2B Marketplaces

The continuation of B2B marketplaces and their gradual transformation.

As seen within previous years, the rise and use of mainstream B2B marketplaces such as Amazon Business, Alibaba and TradeFord are becoming a dominating force within B2B operations; it is undeniable that alternative niche marketplaces are also on the rise.

Whilst dominating marketplaces do have numerous positive attributes, primarily the large exposure possibly gained from using these platforms, the eventual transaction fees which arise, and lack of customer information gained results in it becoming difficult for companies to build successful customer relationships.

Therefore, it may be strategically beneficial to not only optimise dominating marketplaces but equally use niche platforms which are on the rise for many industries.

Whilst these platforms are not market-dominating, and exposure may be lost, companies can achieve insight into their audiences, enabling greater marketing content to be produced and firm relationships to be built.

Equally, through using niche marketplaces, the exposure gained is direct with audiences who have an interest within the industry and not lost to non-targeted audiences.


4. B2B After-Sales

Providing post-purchase support where possible.

With the hyper-competitive market which companies gain when using eCommerce platforms, it is imperative to maintain positive relationships with customers post-purchase of products and services.

One of the most effective ways of doing this within eCommerce platforms is through providing post-purchase support of products and services to customers.

Through doing this, it enables a complete rounded service of raising awareness and educating the potential customer through provided content, engaging the customer in the purchase of the product and encouraging positive relationships through post-purchase assistance.

This positive relationship being built is an essential facet in successful B2B eCommerce; it not only creates an environment for repurchase but equally creates a longer-lasting and impactful relationship between the company and customer.

In turn, this positive relationship may lead to free marketing from the customer regarding their own service and experience received by the company when discussing with their network.


5. B2B Customer Service

One final trend of B2B eCommerce is the collection of customer feedback.

By collecting feedback, eCommerce sites can improve their digital platforms in alignment with factors that customers find important regarding accessibility and functionality.

Through collecting feedback in both purchase and non-purchase situations, companies may iterate critical components of sites to ensure greater customer satisfaction.


The team here at ExtraDigital are comprised of marketing specialists, web designers and developers who have been working with companies to create their digital presence and eCommerce sites.

Our experienced specialists will support and advise your business in navigating the digitalised B2B commercial era and help construct successful platforms to optimise sales. Contact us and find out how we’re able to help your business today.


Thursday 17th September 2020

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