Systematic and rational decision-making demands structured and exhaustive information about products and services
Decision-making in B2B is a systematic process that involves multiple people of varying roles and responsibilities. Because of the systematicity and rationality behind decision-making, B2B buyers spend a lot of time on preliminary research and then extensively discuss the findings with stakeholders. While researching for suppliers, B2B buyers already have a pre-existing set of product requirements that they look for when choosing the perfect vendor. Therefore, as a B2B seller, you must provide enough product information for customers to make a positive decision.
The complexity of products and services in B2B requires an extra effort from UX designers and marketers to arrange the product information in a digestible format with an adequate amount of visuals, text descriptions, specs, and so on.
Therefore, your B2B ecommerce platform, needs to have an easy search functionality with filtering, sorting, and auto-completing queries.
Moreover, the catalog should be structured hierarchically (unless you know a better way to represent all the abundance of your products) and the information easily accessible, including such things as technical documentation, contact information, a page with frequently asked questions, and so on.
It is worth noting that the person who ends up buying your products might not be the same person who does the preliminary research, which means that he or she will have to go through the same discovery process all over again. Suppose the first person is a technician and the second person is a financier; in this case, they might look for different information or perceive products differently. Therefore, when optimizing the content on your B2B ecommerce platform, consider appeasing all possible decision-makers by providing them with enough information they might be looking for.