Elena Goncharova, head of the Development unit at Completo , spoke about customer experience (CX) and personalization, how B2B e-commerce platforms are developing, and what technologies will determine the development of the B2B e-commerce market in 2025.
How the B2B online sales market is developing in the world
Online trading in the B2B segment is becoming increasingly popular. This is due to the general trend towards digitalization and the growing up of the millennial generation (Y), who prefer electronic services.
Another reason is young executives in key positions in B2B companies who influence strategy.
According to DHL Express analysts , global B2B online sales hospital email list could reach $20.9 trillion by 2027.
In addition, by 2025, it is expected that up to 80% of all B2B sales will be conducted through electronic platforms. This is due to the fact that digitalization is accelerating and Generation Y is getting older.
A B2B e-com strategy should be hybrid: combining platforms, personalization, analytics and integration with other channels.
Customer experience and personalization are a necessity, not a trend
Customer experience (CX) is the customer’s feeling from interacting with a company: from the first “Hello!” to the final “See you soon!”
For example, when an ATM tells you “that was great” after which tool is best for screen recording? giving out money, it evokes positive emotions.
And businesses need to evoke such emotions at every stage of interaction with the client.
Personalization is when a company takes into account the unique needs of a customer.
For example, they offer logistics that take into account gambling data non-standard volumes and urgent deliveries, and call it “A plan for future market leaders.”
Let’s be objective: personalization to improve customer experience has long ceased to be a trend and has become a necessity for companies striving for success in the digital environment.
By the way, according to the results of a Salesforce study , 79% of customers are willing to provide information about themselves in order to improve service.
However, almost 46% of B2B respondents are dissatisfied with the purchasing process on B2B platforms. Buyers are transferring their purchasing experience from B2C to B2B and expect wholesale purchasing to be just as convenient.
What B2B clients pay attention to:
- clear pricing: price and purchase conditions;
- description and visualization of products: customers love with their eyes;
- fast, convenient product search and intelligent tips. Especially for complex products, it is necessary to simplify filtering;
- training and knowledge base;
- availability of additional services: calculators, planners, etc.;
- personalization;
- resource speed: no one likes to wait;
- delivery conditions and logistics: not only the speed of the resource, but also the speed of delivery of goods;
- mobile experience and accessibility across devices: many resources are not adapted for mobile devices, which causes great difficulties;
- level of service and support: if a client cannot contact an operator for a long time, this causes negativity;
- integration with order management and order accounting systems and with other systems (CRM, EDI, TC and others);
- data security level.