B2B companies investing in e-commerce experience 2023

In 2023, one in five business-to-business organizations planned to invest in the e-commerce experience over the following year. Another 28 percent of companies based in North America and Europe have recently invested in online purchase experience. In the B2B realm, a good customer experience often entails up-to-date and accurate product information and user-friendly websites and apps.

B2B online orders

Over six in ten B2B buyers familiar with e-commerce platforms use them to place a mix of small and large value orders, signaling that professionals would not differentiate between long-tail transactions and big-ticket ones in terms of channels. The trend inevitably benefits generalist B2B marketplaces like Alibaba or Amazon Business, the latter of which has optimized and enhanced purchase experience leveraging B2C processes.

The true challenge

Even harder than retaining experienced buyers is bringing offline potential buyers to digital platforms. Buyers purchasing online will prefer e-commerce over analog channels, gradually reducing offline transactions. In Germany, two-thirds of professionals believe that e-commerce will take over between 30 and 50 percent of offline sales, producing a true channel cannibalization.