Customers interact with a company through a variety of departments (sales, accounting, and support) and channels (email, app, and website). Although channels are different, customers expect a unifying, omni-channel experience that provides consistency throughout the life cycle. To develop such an omni-channel experience and enable the seamless flow of information between different systems, integrate your B2B ecommerce platform with crucial internal and third-party solutions. For example, at the fulfillment stage, your B2B platform needs to seamlessly integrate with shipping and fulfillment providers to allow customers to get updates on their order status.
Accelerated digitization has significantly increased the number of different touchpoints that have already been taken for granted in B2C and should be now incorporated in B2B.
The areas of immediate concern are mobile, video, and online chat.
Consider the following statistics: 80% of B2B executives report researching products and services on their mobile devices, while 62% of B2B buyers say they like to use a dedicated smartphone app for purchases. Mobile use in the workplace will only continue to grow, so optimizing your website for mobile experiences is crucial.
During the pandemic, B2B commerce saw a 41% increase in the use of video chats and a 23% increase in online chats. Although the numbers are likely to decrease slightly by the end of the pandemic, the demand for digital channels will remain strong.
Internet of Things (IoTs), smart devices, voice platforms, and virtual and augmented reality are not far behind as we see some digital disruptors already adopting and utilizing the latest next-gen technologies.
Because of the complexity of B2B workflows, the best way to build those experiences in B2B is composable commerce. Composable commerce allows businesses to adopt a modular approach and compose their digital platform from individual modules or packages, unlike monolithic bundles, which try to cover every aspect of commerce in a single solution. Each component is integrated with and connected to a single platform, which allows organizations to develop more intuitive experiences. So, when you're ready to incorporate an IoT device, you'll just add another module and incorporate it into your existing solution.
With composable commerce, you can build high-end digital journeys with consistency across every channel and device.