Historically, the B2B buying experience was often cumbersome, relying on multiple siloed applications that required customers to log into various systems to complete their transactions. “Today, customers expect a seamless experience where they can browse, purchase, check order status, access support, and schedule services all from a single platform,” said Creviston. “To achieve this, it is essential that we make critical information readily accessible on the backend, enabling us to create more efficient and streamlined experiences for our customers.”
In response to these evolving expectations, surveyed B2B companies have identified the development or enhancement of their e-commerce platforms as their top technology investment priority. Modern e-commerce platforms are equipped with a range of advanced features, including real-time inventory tracking, personalized product catalogs, and intelligent recommendation tools, as noted by do Forno. When these platforms are integrated with product configuration and pricing systems, they empower customers to easily select the right options and features while generating instant pricing estimates. Furthermore, these platforms allow customers to make digital payments and access self-service support portals, enhancing overall convenience.
The research highlights that transitioning from complex ordering processes to a more intuitive, digital model not only benefits customers but also significantly enhances B2B companies’ operations. The efficiencies gained from digitizing sales processes can lead to substantial revenue growth. In fact, B2B front-runners—those who adopt these innovative solutions—experience double the year-over-year growth in e-commerce revenues compared to their less effective counterparts. By prioritizing a streamlined and user-friendly buying experience, companies can not only meet customer expectations but also foster lasting relationships that drive long-term success.