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What B2C Can Teach B2B About E-Commerce
Derek Klobucher, SAP / Forbes / September 11, 2013
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web.
These corporate shoppers now expect the same convenience from their workday purchases. But business-to-consumer (B2C) Web sites exist to guide customers all the way to the sale, while B2B sites merely aim to generate leads, according to content marketer Alex Charalambous.
“Many B2B companies don’t know where to begin or how to capitalize on the power their Web site could have with an online marketing program,” Charalambous wrote in Business 2 Community Monday. “If a Web site fails to show credibility for the company, then the prospective buyer will leave the site and eliminate that company from consideration long before sales efforts even begin.”
Almost nine out of 10 (88 percent) B2B buyers would prefer to shop online, but most B2B suppliers offer little or nothing to let them, according to an e-commerce study by hybris last year. And 94 percent of B2B buyers wanted suppliers to make their Web sites more like B2C Web sites.
What’s more, corporate purchasers want personalized, highly relevant offers, as well as a single view of their B2B suppliers. They also want those suppliers to have a single view of them, whether they shop via the Web, mobile device or in-person. (hybris will discuss this more during a Customer Edge TV Webisode on Thursday.)