The traditional B2B relationship between buyers and sellers has been slowly changing in the last few years, but only when the pandemic hit did the buyer/seller dynamics dramatically transform. Customer behavior was forced to change; instead of in-person meetings or events, interactions pivoted to video calls, online chat and eCommerce. 83% of B2B buyers now prefer ordering or paying through digital commerce.

As 74% of millennial B2B buyers switched vendors for improved consumer-like experiences, it’s clear that B2B buyers expect to find engaging experiences when interacting with a B2B online shop, from product discovery to loyalty: • Easy-to-navigate product catalog • Search options • Inspirational content • Shopping lists • Payment options, e.g., credit card, invoices, punchout, etc. • Personalized functions, including recommendations • Fast loading and high-performing digital storefronts However, a pure B2C-like approach doesn’t work if B2B-specific features aren’t part of the deal. B2Bs operate differently than business-to-consumer companies, and certain functions like reordering and order scheduling are crucial to managing inventory, for example. At the same time, not every fancy feature would make sense; therefore, talking to customers and discovering their challenges is crucial to shaping digital journeys.

Mars is best known for brands like M&Ms, Skittles and Snickers, offering a wide array of products to consumers and businesses alike. In B2B sales, the ice cream unit faced frequent customer complaints about the ordering process, which led to an overhaul of the digital sales journey. In 90 days, the Mars team created a prototype delivering what customers asked for: Easy-to-use information about products, pricing and order status that mimicked a B2C-like experience, plus the B2B specific features such as requisition lists, the ability to reorder easily, ship to multiple warehouses and schedule orders.

B2B buyers used an average of five channels in 2016 and, five years later, this figure has jumped to 10 or more. In addition to the number of channels, 94% of B2B leaders agree that B2B omnichannel is here to stay. As B2B digital commerce evolves to a customer-centric model, the need for consistent omnichannel experiences rises: Beyond in-person/remote communication and eCommerce portals, many new touchpoints have emerged to engage B2B buyers and facilitate the purchase process. While 72% of B2B buyers are eager to purchase across channels, the trick is to define which channels to pursue and deliver a consistent experience across them. Moreover, with B2B mobile ordering increasing by 250% since 2020, building a responsive mobile website and/or downloadable mobile app can streamline digital commerce big time, such as adding a one-click checkout and a mobile-friendly overview of a product catalog.

B2B players are increasingly taking a page out of the B2C playbook and leveraging social commerce as a new touchpoint to increase sales. Dawn Foods, an American wholesale manufacturer of baked goods, started to explore social commerce with a “buy button” embedded in relevant social platforms and connected to Dawn Foods’ eCommerce via an API. With Dawn Foods’ entire product catalog online and easily accessible from multiple touchpoints, it’s easier for customers to find and purchase what they’re looking for. This strategy has brought fantastic results, as 25% of all orders are now processed online with a higher average order value (AOV), as nearly all orders placed online include products that customers haven’t bought before.

Despite the preference for digital channels — 66% of B2B buyers prefer remote human interactions or digital self-service rather than one-to-one sales talks — B2B buyers want a hybrid sales approach mixing in-person and digital self-service interactions. In practice, each channel is employed at different stages of the sales process: • In-person sales are ideal for establishing a relationship and/or catering to high-value customers. • Digital self-service channels best fit the needs of existing customers for finding and researching products and reordering, as well as being better suited for lower transaction value and/or less complex sales. All in all, digital channels and in-person communication complement each other and should be used throughout the customer journey

With an extensive catalog of plants for interior landscapers, exporters, florists and green retailers in over 40 countries, the interior landscaping leader Nieuwkoop Europe rebooted its digital commerce capabilities to inspire customers and make ordering easier. Customers were delighted — and so were the sales teams. This digital transformation means calls to internal sales staff have reduced significantly, paving the way for sales reps to become trusted advisors.

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