By Richard Parker
Business to business (B2B) consumers today are also expecting the same excellent buying experience when transacting for their companies. And one important area to pay attention to when improving ecommerce offerings is mobile solutions. Mobile sales are a primary driver for growth in the industry, regardless of whether you cater to retail or B2B buyers.
Why is it important?
The primary reason for this trend is that B2B consumers want the purchase process to be simple, straightforward, and convenient. Today, many B2B ecommerce software solutions include mobile app integration precisely because of this demand. Let’s explore further why including a mobile solution provides better value for B2B consumers.
It’s what B2B consumers expect
B2B companies such as wholesalers and distributors deal with a variety of clients. But the new generation of buyers falls within a younger age range – typically in their 30s or below. These individuals now have the power to make decisions, usually reserved for senior employees. And since they are likely to be savvier with technology, using mobile applications is second nature to them.
Unlike retail, B2B consumers aren’t concerned about the price. They focus more on the value the seller provides. This value can be in the form of providing an excellent, efficient, and simple purchase process. And an ecommerce solution optimised for mobile use ticks all the right boxes – provided it’s developed with features that fit the needs of the business.
Mobile ecommerce eliminates purchase bottlenecks
The target audience of a wholesaler or distributor often transacts when they’re in the office or on the road. Their purpose for shopping isn’t for leisure, which means they want to complete a transaction quickly. And, when a B2B client wants to place a repeat order, it’s important to give them a simpler way to get things done. An intuitive mobile solution with features such as push notifications for replenished stocks, payment arrangements, and saved buyer info are a few examples of how this type of platform can improve the B2B buying experience.
Promotes customer loyalty and increases repeat orders
Customer retention is vital to B2B ecommerce success. Unlike retail, you need loyal clients to ensure a profitable bottom line. And because using a mobile app is easier, return customers will likely buy from a wholesaler that has a mobile solution. One reason for this is that being constantly on the phone allows them to stay updated about your offerings. They know right away if the products are on stock.
Reduce abandoned carts
Conversion is one of the biggest challenges of ecommerce for B2B. There are many reasons why a customer would abandon their cart. It could be because of a poorly designed interface, which directly impacts the buying experience.
Implementing a progressive mobile application or a native mobile application is the solution. By optimising and simplifying the checkout process, customers can checkout efficiently. Unlike making your website mobile-friendly, hosting a native app for ecommerce will improve conversion rates.
In conclusion, mobile apps for B2B ecommerce represent an essential trend that modernises the B2B buying process. Companies that are looking for a competitive edge should pay attention to this trend, and consider implementing a mobile solution along with other traditional selling platforms.
Richard Parker is a freelance writer and author at TalentCulture.com and Readwrite. He covers industry-specific topics such as SEO, small business solutions, entrepreneurship, content marketing, WordPress development, and web design. You can connect with him at Linkedin, and Google +.