How to improve the customer experience of your B2B e-commerce

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Over 70% of B2B buyers say they would switch suppliers if the overall experience was better with another business, and 79% of B2B marketers think a better online experience will transform their business.* What does this mean for your B2B e-commerce?  

Most businesses feel they need to improve their customer experience to meet their customers’ expectations and remain competitive. An improved customer experience is linked to increased revenues and other benefits. But how do you improve a B2B customer experience? You can find the answer in this article. 


To gather feedback, you can use automated tools. These tools will give you insights on which you can base your hypotheses. This allows you to make improvements to optimize the experience of your B2B customers. The more feedback you collect, the more you can adapt your e-commerce to the wishes and needs of your customers. Examples of automated tools are contact forms, e-mail campaigns or thank-you page surveys.  


Nowadays, we are so used to receive everything we’ve ordered quickly. A direct response, real-time updates, a next-day order... A fast, efficient B2B customer journey is therefore of great importance. The longer the customer has to wait, the more negatively he will experience the purchasing process. 

Obviously, you cannot accelerate everything, such as the production process, for example. In order to assist your B2B customer quickly and efficiently, you can do the following:   

Have an online platform that works 24/7, set aside time to respond quickly and stay up to date with the latest technologies that help you deliver a fast B2B experience, such as voice commerce and PWAs. For example, a Progressive Web App is easier than a mobile app because users don't have to install anything. 

Omnichannel strategy 

Use an omnichannel strategy to adapt your behavior to that of your customer. You are going to answer questions such as "How does he think?" and "How does that manifest itself in his behavior?". The average B2B customer goes through a six-step process before deciding. That's why it's important to offer a consistent experience that connects well.   

This means that the content, look and feel must be the same across all channels. Companies can even gain more trust if they can offer a balanced omni-channel purchasing experience. In the long run, this will create more customer loyalty.

Be transparent 

Transparency is the key to success. Not only does it help to avoid high expectations or disappointment, but it also contributes to the trust your customers have in your business. Acknowledging mistakes, clear communication, shipping terms and access to information are some examples of being transparent.   

But bear in mind that you should always keep your promises to the best of your ability. Otherwise, it will have the opposite effect. In other words, do not promise anything that cannot possibly be delivered.   


Personalization humanizes the contact between your company and its customers. Whether it concerns a customized e-mail, a tailored website or a personalized chat on your web shop: a personal approach is important in today's B2B landscape. If you create a personal message whereby you show as a company that you really want to add value, customers feel much more appreciated. This leads to more trust and loyalty.   

To give you an idea of how you can personalize your B2B web shop, we will give you some examples: 

  • Personal assistance: give your customers guidance during their purchase. The ordering process in B2B can be complex, so if you can help a customer during the purchase, you can leave a positive impression. 
  • Recommendations: the good thing about product recommendations in B2B e-commerce is that there is often much more product information available. If you put this information next to the information you have about the customer, you can give him the right advice.  
  • A personalized catalogue: each customer is given his own offer with adjusted prices and products. But also, within a customer profile, different lists can be shown, depending on which deal has been made with the customer.   

B2B customers are becoming more demanding. A good customer-oriented approach can improve customer loyalty and satisfaction. Which then results in more sales and a better revenue.   

Do you still have questions about a successful customer experience, or can you use some help? Do not hesitate to contact us. We will be happy to advise you.   

*Research: Ecommerce - Episerver