Investment drivers for B2B e-commerce globally 2022

According to findings of a survey from 2022, the reasons to invest in business-to-business (B2B) e-commerce vary a lot. Almost seven in ten respondents stated that the main driver to invest in B2B online sales is to attract new customers, while roughly 54 percent agree that it is important to improve the customer experience. Retaining existing customers and generating more sales from repeat customers were also some of the main reasons why companies invest in B2B e-commerce.

Personalization in the B2B customer journey

Sellers aiming at keeping existing customers will prioritize personalization. Tailoring site search results or payment and shipping options to the needs of B2B customers proved to be an effective personalization method, together with targeted marketing and customer-specific pricing.

How to achieve personalization

Like in the business-to-consumer (B2C) realm, B2B e-commerce players must capitalize on available customer data to ensure a more personalized customer experience. Basic information on job roles or functions in the company is the most used type of data among B2B organizations. Key data of the account and history of customer engagement follow in the ranking. In 2022, one in two B2B marketers considered account engagement metrics very relevant in structuring marketing campaigns in the United States.