How B2C Trends Influence B2B Commerce

B2C experiences are progressively becoming standard practice within the B2B sphere.

The evolution of ecommerce is blurring the once-distinct lines between B2B and B2C transactions, ushering in an era of convergence where the boundaries between these models are increasingly fading. We summarise a recent article published by Optimizely on the emergence of these two models.

Growing customer expectations

Driving this transformation are ever-increasing customer expectations. In today’s digital landscape, B2B buyers demand the same level of convenience, speed, and personalisation they experience in their B2C interactions. According to Forrester, 68% of buyers prefer conducting independent online research and around 62% now build their selection criteria based on solely digital content. This shift is not merely a matter of preference, but reflects a fundamental change in consumer behaviour, as B2B buyers seamlessly transition between devices and channels in their purchasing journey.

Technology improvements and challenges

Technological advancements play a pivotal role in enabling this convergence. B2B and B2C ecommerce platforms leverage technologies such as mobile optimisation, chatbots, AI, and augmented reality to enhance user experiences. Omnichannel strategies further augment this integration, ensuring a seamless customer journey across various touchpoints.

However, with this integration comes increased competition. Established players face challenges not only from traditional rivals, but also from disruptive forces across sectors. Amazon Business, for instance, has emerged as a formidable competitor, leveraging B2C-like functionality that it is renowned for to offer a wide array of products, competitive pricing, and swift delivery. While Amazon Business exemplifies the potential of B2B ecommerce to emulate B2C success, it also underscores the need for traditional players to embrace digital-first strategies to remain competitive.

However, the convergence of B2B and B2C markets introduces complexities and costs. Businesses must navigate diverse customer segments, requirements, and expectations, necessitating tailored strategies, processes, and systems. B2B ecommerce entails managing intricate transactions such as bulk orders and contract negotiations, while B2C ecommerce requires adept handling of customer service and loyalty programs. Investments in technology and infrastructure further compound operational costs, underscoring the need for strategic planning and resource allocation.

A few proactive strategies

To thrive in this evolving landscape, businesses must adopt proactive strategies:

1. Adopt B2C-like features: Enhance B2B platforms with user-friendly design, easy navigation, and product reviews to attract and retain customers. McKinsey reports that integrating B2C-like features can significantly boost revenues and reduce costs.

2. Prioritise personalisation and customer experience: Understand customer needs and preferences to tailor offerings and interactions effectively. Personalisation enhances satisfaction, loyalty, and advocacy, fostering a competitive edge in the market.

3. Leverage customer insights: Harness data and analytics to gain valuable insights into customer behaviour, market trends, and competitor dynamics. Data-driven decision-making enhances agility and innovation, driving sustainable growth and profitability.

At Bluegrass, we have been working with enterprises to deliver B2C and B2B commerce solutions. We use technology like Optimizely, Umbraco Commerce, WooCommerce and other robust commerce tools to deliver a solution that is fit for purpose and future ready.

At the top of the pile, Optimizely was recently named a Leader in The Forrester Wave™ : Commerce Solutions for B2B. In one of our recent success stories, we delivered a new digital commerce platform design and build for Kenya Airways using Optimizely which has already shown positive results driving personalised experiences for customers and doubled online purchases since launch.