A B2B Ecommerce Application: Is It a Necessity?

B2B buyers are constantly looking for an improved customer experience. They want their business transactions to go through the same efficient process as consumer platforms. And while many B2B distributors and wholesalers already deploy an ecommerce solution, there’s immense opportunity to cater to mobile needs. Therefore, it makes sense for mobile users to consider mobile Ecommerce more convenient than using a desktop application to buy.

What does it mean for B2B ecommerce?

Consumer behaviour continues to be affected by technology. Regardless of the scale, buyers all expect the same thing when they buy online. The purchase flow needs to be simple, efficient and customised for business-to-business needs. So, apart from traditional desktop options, why is it necessary for distributors and wholesalers to offer an ecommerce application?

Mobile apps increase efficiency

A good b2b ecommerce app meets the requirement of buyers that expect efficiency from a B2B ecommerce store. Also, most of these clients are repeat customers that want to complete another order. A mobile app makes it more convenient to follow through with buying while on the go. A mobile app that’s also intuitive checks all the boxes and makes your business a leader in innovation. Specific features such as mobile notifications when stocks are available, and auto-fill forms all simplify the life of a B2B customer.

B2B buyers expect sellers to offer a mobile ecommerce platform

As earlier mentioned, many B2B buyers today are digitally adept. These buyers prefer mobile platforms when making purchases for the business. Unlike retail customers, B2B buyers focus more on the value of the service or product, rather than the price. Hence, the overall experience matters. The best mobile ecommerce platform with the right capabilities will not only meet but exceed the buyer’s expectations. Instead of merely optimising the website for mobile use, there’s a big difference in having a separate mobile application that further simplifies the purchase flow.

B2B ecommerce apps promote brand loyalty

Customer retention is a critical aspect of the success of distributors and wholesalers. And implementing a mobile app may help increase customer retention. The reason here is that the customer who is constantly on the phone gets reminded about your brand or store all the time. By enabling notifications, the customer will also receive timely notification about promotions and product availability.

Higher ROI

Business to business buyers purchase in volume, which makes it easier for the business to recover investment on the application. You can further increase ROI by partnering with a provider that offers minimal implementation costs. Of course, it all depends on what you need as a business.

Reduce abandoned carts

Conversion is one of the biggest roadblocks to the success of any B2B operation. Even with an ecommerce website, there’s still a risk of incomplete transactions and abandoned purchases. There are many reasons contributing to this issue such as a complex checkout process and poor user interface. What a mobile application does is make the user experience more efficient. A simpler flow, fewer forms to fill out, and easy navigation all help in increasing conversion and reducing abandoned carts.