A recent study by Accenture as covered by B2BMarketing.net showcases an interesting insight into B2B buyers’ behavior: almost half (49%) said that they preferred to buy for their business on a B2C website (like Amazon.com).
Because of this, Accenture reports that B2B businesses are looking to implement or improve their existing e-commerce website in order to entice more buyers. Of those surveyed, 59% of B2B sellers reported that they are either currently improving or building their e-commerce site, whereas an additional 24% were planning on doing so in the next six months.
Top Website Features
Besides the trust factor, there are many other features that B2B purchasers expect when utilizing an e-commerce website. These included:
- Enhanced search ability: 60%
- Ratings and reviews of products: 58%
- Recommendations of products or services: 50%
- Direct, instant online forms: 50% preferred this over invoices or purchase orders
- Integration with back-end systems: 42%
- Merchandising and recommending relevant products or services: 38%
Barriers to Building Effective B2B E-Commerce Websites
While it’s obvious that B2B buyers are looking for better e-commerce experiences, many B2B product or service providers have cited a few roadblocks that have prevented them from improving their existing e-commerce website or building a new one. Roadblocks mentioned included proper integration with back-end technology, business-wide sharing of customer data and analytics, distribution limits, and channel organization conflict.