How eCommerce Solves B2B Buyer Pain Points

Digital commerce capabilities have never been more crucial for B2B business success. As companies around the world adapt to remote workforces for the foreseeable future, sales teams have had to quickly shift to new methods of selling and fulfillment. While 94% of B2B buyers say that B2B salespeople improve the purchasing process, 88% of buyers would turn to a competitor if a current supplier’s digital channel could not keep up with their needs – including a seamless eCommerce experience. Leveraging eCommerce capabilities can free salespeople from manual transactional tasks and empower them to focus on building relationships with their customers instead. Digital commerce for B2B manufacturers can solve pain points across ordering (consumables and replacement parts) and functionality (reorders, self-service). Leveraging B2B commerce portals effectively to resolve these pain points can improve relationships with new and existing customers.

Commonly Needed Orders for B2B Buyers

  • Consumables
    • Consumable products are often one of the first that can be digitized. Offering consumable products for purchase through eCommerce portals doesn’t require heavy configuration or customization, making it an excellent entry point into digital commerce for organizations. Digital commerce for consumables isn’t disruptive to current sales processes for customers or salespeople, leading to higher adoption rates and increased ROI.
  • Parts
    • Once your customers have purchased a complex configured product from you, your ecommerce platform’s work isn’t done. Those customers will eventually need to purchase replacement parts to increase the product’s lifespan. Providing access to a parts catalog with fitment data gives customers the information they need without taking up additional time from salespeople – leaving them free to serve as strategic advisors for upsell and cross-sell opportunities instead.

Functionality B2B Buyers Prioritize

  • Self Service
    • Spending time keeping your customers up to date about order status or providing additional product information is a heavy burden on salespeople. As found in our 2020 B2B Buyer Report, 52% of B2B buyers report a lack of product information on eCommerce sites, while 57% have difficulty comparing products and pricing. Enabling customers to find the information they need through an online portal eases the burden on organizations and allows them to be more efficient while selling to their customers. But don’t take our word for it – when one B2B chemicals client shifted to a digital channel, they generated over $11 million in revenue and increased operational efficiency across multiple departments.
  • Re-Order
    • Without eCommerce, recurring orders require manual input from salespeople that takes up valuable time that should be spent connecting with customers. Leveraging ecommerce can automate re-order tasks, which means increased recurring revenue and improved customer experience, as evidenced by Crestron. Using Salesforce B2B Commerce, Crestron customers can access an easy-to-use portal to access ordering, post purchase self-service, and pricing requests. This allowed Crestron’s account managers and customer service reps to focus on identifying new opportunities that would have been difficult to discover and act on prior to implementation. B2B businesses that don’t leverage digital commerce capabilities are leaving money on the table now, not to mention losing customers (and long-term revenue) to suppliers with superior digital experiences.

Ready to deliver 5 star experiences? Learn how to launch your portal in 5 weeks with our Salesforce B2B Commerce Quick Start here.

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