Salesforce B2B Commerce: A gateway to a robust customer experience

It’s no secret that Salesforce is a powerful tool for turning leads into customers, but how do you nurture those relationships after the purchase is made?

Churn rate, attrition, leakage — whatever you want to call it, losing customers is an immediate channel of the primary concern, and maintaining customer happiness has never had a bigger effect on retention than today.

B2B buyer changes are timeless, not temporary

It’s an obvious fact that the B2B e-commerce industry is changing — it changes each year.

However, consideringsince the latest developments related to the nature of B2B consumers and the technology in hand, these changes are farther-reaching and more permanent than anything that has happened before.

If you need your organization to accomplish its potential today and keep on addressing the necessities of the B2B customer tomorrow, you should alter your way to deal with business. 

B2B buyers expect a comprehensive, efficient online buying experience. That means, sitewide, that your eCommerce buying experience equals that of B2C brands:

  • Site route and search are clear;
  • Complete product catalogs are accessible online;
  • Informational content allows customers to self-instruct

For many B2B companies, the transition in buying habits has outpaced website changes.

Opting for the Cloud doesn’t guarantee success if you do not understand what your B2B buyers want from your e-commerce site.

Here are 5 fundamental pointers for you to begin.

1) Attractive, user-friendly, and optimized for every touchpoint

B2B buyers want to find the products they need effortlessly and efficiently. Therefore, an intuitive navigation structure and a search function on the website are a must.

An e-commerce site with a search function that filters and generates more specific results based on region and product ranking will increase conversion.

Many B2B buyers are using their mobile devices more frequently to do business, and the number is growing rapidly.

To attract and retain B2B buyers, the functionality of e-commerce sites must be fully optimized for all smart devices.

2) Visible product and inventory information

For an increasingly intuitive encounter, the ideal e-commerce website will feature products with 360° views with zoom functionality, high definition product videos, product reviews, and recommendations.

For B2B buyers, inventory visibility is more about having shorter, clearer lead times to replenish inventory, whichthis helpsfurther, helps them better predict their own business, and plan their purchasing cycles.

More sophisticated inventory management can further stimulate purchases by exposing inventory, providing availability, location, and warehouse availability, as well as sales opportunities around replacement products in the event that some product models run out, or are abandoned.

3) A convenient purchase process

Bulk and repeat orders are very common in B2B transactions. B2B buyers love it when the e-commerce site recalls their previous orders and contact details.

A front-running site integrates CRM, ERP, and Inventory Management systems to accumulate customer data, and update prices and inventory in real-time.

With these tools, they integrate with the website to produce a more engaging customer experience.

A seamless multichannel experience is the dream of many B2B buyers.

To facilitate this process, Salesforce B2B commerce enables the B2B buyer to find accurate product information, check stock availability in their preferred store, make purchases, choose a payment method, and select flexible delivery or store pickup regardless of the device used.

4) Personalized service

To encourage repeat purchases, it is important to win B2B buyers through trust, reliability, and loyalty.

Now, superior customer experience is at the core of all interactions expected from an eCommerce site.

This can be accomplished through customer segmentation and website customization.

B2B buyers also expect the B2B site to understand their business and anticipate their needs by presenting relevant information.

This will be accomplished through activities such as personalized emails and targeted promotions that will drive sales and increase customer satisfaction.

Catalogs, products, and organized pricing are also a way for e-commerce companies to better reach their B2B customers and attract them with specialized product offerings and customer-exclusive pricing.

5) Smooth and transparent transactions

Today’s connected consumers expect a consistent shopping experience and seamless service across every channel and touchpoint.

A B2B customer will expect the standard package of multiple displays and calculation options for prices and taxes, advanced shopping cart features, and extensive configuration options for shipping and payment.

Salesforce’s integrated Order Management function ensures maximum transparency at every stage of the customer journey.

When you get the B2B customer experience right, you not only make the customer happy but your bottom line happy, too. How?

Brands exist in the experiences they enable. This is how you can differentiate yourself from the competition and connect with consumers.

Here’s how Salesforce is your gateway to robust customer experience.

1) Mobile:

Take your business to your customers’ fingerprints on the go! Salesforce Commerce Cloud provides a complete set of features for mobile devices, including responsive design, data-driven mobile UX, and one-touch payment that helps ensure that your customers can access your business 24*7 at their convenience.

2) Social Media in the Digital Age:

Don’t limit yourself to your own commerce platform. Extend your reach to the masses with the Salesforce Commerce Cloud, merge digital commerce with social channels like Instagram and Facebook. 

So that customers don’t even need to visit the platform to do business with you and can simply communicate with you through their social media accounts.

3) Empower Your Team With the Right Data:

CRMs aim to access the right data quickly, and the commerce cloud takes customer insights from its e-commerce platform directly to customer service agents.

4) Get Personal With Einstein:

The highlight of Commerce Cloud exists in Einstein, of course. There is no doubt about the fact that Artificial Intelligence has colossal ramifications for organizations, and Salesforce is committed to ensuring it can leverage the power of AI to provide game-changing customer service solutions to organizations.

With Einstein Product Recommendations, you would now be able to tailor the shopping experience to every customer according to the highly personalized product recommendations that Einstein produces with each snap.

Einstein takes into account information from customer history, social media activity, web behavior, etc.

ETo ensure that all customers see a highly personalized version of their platform that has content relevant to them, so your revenue will skyrocket!


When it comes to creating a great B2B eCommerce experience, consider the following 6 keys:

  • Consider the unique needs of your B2B organization. If you have high order values, sell large quantities, or market the same product to B2C and B2B customers, you’ll have to accomplish something other than imitating the best B2C eCommerce sites.
  • Commune the value of your brand and your product. You need to optimize your site for new visitors, not just to give old shoppers the convenience of shopping online.
  • Create dedicated B2B content to support purchasers. The individual perusing your site isn’t the only one you need to persuade. Case studies on product pages, for instance, can give a technical practitioner the ammunition to persuade an executive.
  • Review your customer experience throughout the stages of your customer journey. Are you responding to their pain points, needs, and motivations? Is it true that you are making it simple to find support as needed? Do you offer WOM-worthy experiences? 
  • Look at how you’re gathering information. How are you utilizing that data? Is it the correct information to provide more personalized experiences for your customers? 
  • Audit your points of personalization. Do you engage your sales and customer service teams to have personalized interactions with customers? Do you offer personalized content on your website, in emails, and through advertising?