Common pitfalls of B2B businesses when shifting to eCommerce

According to Forrester research, figures of B2B eCommerce sales will increase to more than $1.2 trillion by 2021. There is no question that the B2B eCommerce industry is growing exponentially.

This rapid growth is the reason why plenty of B2B companies are attracted and starting to shift to eCommerce. Unfortunately, many of these businesses plunge straight into moving online without much planning and research, which results in a haphazard transition to eCommerce that ends up costing the business more in the long run.

Don’t end up like these businesses. Here are some common mistakes you should avoid.

Choosing the wrong platform

For any B2B company, moving to eCommerce means making a huge investment. There is a lot of manpower, time, and money at stake, so having a plan in mind that considers the features and functions is crucial to the successful implementation of a B2B eCommerce platform.

There are many important features to look out for in a B2B eCommerce platform, which include:

  • User interface (ease of navigation)
  • Platform architecture (cloud or non-cloud)
  • Ease of integrations with business processes (accounting, inventory management, shipping, etc.)
  • Sales
  • Scalability (long-term usability of the platform)
  • Customer support (assistance offered by the platform provider)

Other features such as customer segmentation, catalogs, wholesale bulk order forms, etc. and the list goes on.

Although many platforms offer these features, businesses should also be mindful that B2B eCommerce platforms are not “one-size-fits-all” solutions. Each platform serves a different purpose. With all the different eCommerce platforms available today, it’s important for businesses to determine which one is the right fit them.

Implementing design-heavy B2C eCommerce features that undermine B2B user experience

B2B customers and B2C customers have different needs when interacting with an eCommerce platform.

According to a report, 38% of B2C customers stated that they will stop viewing a website if its interface is poorly designed. For B2C businesses, the design is important because it improves a business’s perceived credibility, which in turn helps to increase sales.

However, this is not the case for B2B businesses. B2B customers aren’t looking for flashy eCommerce platforms with over-the-top designs. They just want an eCommerce platform that is fast, responsive, and convenient to use.

Lack of payment options

Another way B2B companies disregard user experience is by not providing users with multiple payment options. More often than not, they only accept online credit card payments and no other modes of payment such as checks and extended payment (credit terms). This may be a significant limiting factor as payment terms are extremely common for B2B transactions.

The last thing a B2B customer wants to go through is complicated checkout procedures. Hence, providing them with different options to pay will not only create a more flexible and convenient eCommerce platform but also help to improve UX greatly.

Lack of mobile optimization

Some B2B companies fail to see the need to optimize their websites for mobile.

Mobile is the future of eCommerce. Most people prefer to read product reviews, look for recommendations, and make their final purchases using a smartphone or tablet on the go. About 62% of smartphone users have made a purchase online using their mobile device in the last six months. Hence, it is extremely important to make sure that your website is primed for mobile viewing, as a business without a mobile-friendly eCommerce website may be losing out on a significant number of customers.

B2B businesses should not forget that their customers are the lifeblood of their entire enterprise. Even with the shift to eCommerce, keeping them satisfied and happy is still extremely important.

Lack of integration with current business processes

App integrations are important for every B2B eCommerce platform as they allow businesses to seamlessly synchronize their activities. For B2B businesses, the most important integrations to look out for would be accounting and shipping integrations. Such integrations help businesses save time and money while reducing error and eliminating data duplicates.


Right B2B eCommerce platform will help you streamline a multitude of your business processes including order fulfillment, shipping, inventory management, and sales with no compatibility issues.