Effective personalization methods in B2B e-commerce worldwide 2022

Personalization is not only a trend in business-to-consumer (B2C) e-commerce, as it is gaining relevance in business-to-business (B2B) e-commerce, too. Globally in 2022, personalized site search results were the most effective personalization method for roughly 60 percent of B2B e-commerce companies. More than 55 percent also used personalized payment or shipping options effectively. Personalized marketing, personalized product recommendations, and targeted site content were all deemed effective by almost 50 percent of respondents.

Personalization matters

Some personalization features like product recommendations or website analytics proved to be effective conversion strategies according to B2B sellers. Thanks to a tailored offering of products of services, personalization improves the customer experience, an aspect many B2B organizations prioritize. According to a global survey, roughly half of B2B e-commerce companies invested resources to improve the customer experience, the second-most mentioned factor, after attracting new customers.

The most important data

There is no effective online personalization with accurate analysis of customer data. In the B2B realm, this includes a range of specific information about customers. European professionals stated that the professional role was the most important data, with 37 percent of respondents using it for personalization scopes. Belonging to a specific segment of key accounts and the engagement history with the customer were both at 36 percent in the ranking of most used data.