Nowadays, it is impossible to imagine the B2B sector without webshops. B2B webshops help companies make procurement processes more efficient and convenient. By using technology and offering customized solutions, these platforms optimize transactions, increase customer satisfaction and foster long-term business relationships.
In this article, you will find out which elements a B2B web store should contain and what important role a smart spare parts search plays for the acceptance of the web store.
Often B2B web stores do not convert as desired.
These are the most common reasons:
B2B spare parts are much more complex compared to B2C products. They require precise compatibility with existing equipment, machinery or systems. To determine the right spare part, companies may need detailed technical specifications, documentation or expert advice to ensure they are buying the right spare part. This information is not always available or accessible online. OEMs typically don't provide all the info to avoid product piracy and spare part purchases from competitors. However, this makes it even more difficult for customers to identify the right spare part.
While B2B web stores often focus on Self-Service focus, companies may still need sales support or advice during the buying process. Easy access to customer support channels such as phone, email, or live chat is critical for answering questions and providing advice throughout the buying process.
In addition, B2B transactions have historically often been based on personal relationships and sales interactions. This is another reason to fill this gap by using the support channels mentioned above.
For B2B web stores, functional requirements sometimes take precedence over user experience. The focus is often on system integration, back-end operations, or meeting internal business requirements rather than understanding and addressing the needs of end users. This lack of user-centered design can lead to non-intuitive interfaces and workflows that compromise the user experience.
One possible example of this is a lack of mobile optimization, as B2B web stores often assume that most users access the platform via desktop computers.
In addition, B2B commerce portals and web stores often have extensive product catalogs with numerous SKUs and variations - and insufficient search functionality. This makes it difficult for users to find exactly the products they need. Poor search algorithms, limited filtering options, and insufficient product categorization can prevent users from finding relevant products efficiently.
To increase the acceptance of your webshop, User Experience is Key. A poor user experience in a web store can affect conversion rates. Complicated navigation, lack of mobile optimization, non-intuitive search functions can frustrate potential customers.
Considering the following points helps to increase the acceptance of the webshop decisively:
An intuitive navigation and mobile availability of the eCommerce platform are basic requirements to make the parts search as easy as possible for B2B webshop customers. Also, offer your customers a smart parts search that allows them to easily search & find parts via image, text (descriptions, synonyms, attributes), barcode or QR code.
Multi-modal smart search can balance product complexity by providing users with numerous ways to get to the right search result.
If, as mentioned before, webshop customers still need support with spare parts clarification & ordering, it is recommended to build a fast & unbureaucratic communication solution directly into the eCommerce platform.
Ideally, such a solution should show customer service staff the customer's previous search history, thus avoiding unnecessary queries and additional time spent by the customer service/help desk and the customer. In this way, customer service staff benefit from qualified spare parts inquiries and web store customers from rapid assistance.
In addition to the support function, it is also recommended to make the check-out process as easy as possible for B2B web store customers. B2B shoppers expect the same level of convenience and simplicity as B2C shopping experiences. A seamless and user-friendly checkout process improves the overall customer experience and creates a crucial competitive advantage.
By reducing steps, automatically sending quotes to the purchasing department, simplifying form fields, and providing convenient payment options, B2B web stores can deliver a frictionless experience that satisfies customers and encourages repeat purchases.
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