Creating a B2C Customer Experience in B2B eCommerce

Today’s B2B buyers expect faster, simpler, and more personalized transactions, challenging wholesalers and suppliers to adapt or risk falling behind. However, transforming B2B eCommerce to match the seamless buying experience of B2C is no easy task.

B2C offers consumers user-friendly features like instant checkouts and real-time inventory updates — while B2B buyers are faced with the added purchasing complexities of customer-specific pricing, financing, and product compatibility.

We’re taking a look at how businesses can bridge the gap between technology and customer demands to meet the changing expectations of B2B buyers.

The new face of B2B buyers

Younger generations are shaking up B2B purchasing, with buyers becoming more tech-savvy, and less reliant on traditional sales methods than ever before. According to Forrester Research, 71% of B2B buyers are now Millennials or Gen Z. 

These demographics are deeply familiar with the seamless shopping experiences offered by platforms like Amazon, and expect the same convenience in their professional transactions.

"First and foremost, what buyers are looking for is very different from the previous generations’ buyers: availability and delivery. A distant third, believe it or not, is price."

James Wallen, Vice President of Sales, Credit Key

Unlike older generations, these buyers prioritize availability and compatibility over price. They want to know when products can be delivered and whether they will integrate seamlessly into existing systems. Price is still important, but it has taken a back seat in decision-making for many of these customers.

Implications for B2B sellers

A common misconception is that B2B buyers prefer to avoid all human interaction. While they might opt for self-service when placing routine orders, they still value expert advice when dealing with more complex purchases. 

In sectors like industrial supplies or laboratory equipment, buyers rely on knowledgeable sales and product representatives to clarify specifications or solve technical challenges. Instead of a blanket approach to sales, B2B sellers need to optimize their processes to automate transactional tasks, while ensuring human support is available when needed.

The traditional model of field sales representatives managing every aspect of the buying journey is no longer efficient. By automating routine tasks like order placement and checkout, sales teams can focus on building relationships, offering expert consultation, and addressing higher-value customer needs.

Adapting to this new, younger buyer profile requires businesses to rethink their strategies and look at how they can make things faster, more transparent, and more in tune with their preferences.

Lessons from B2C companies for B2B success

B2C eCommerce platforms like Amazon and Uber have set high standards for convenience, speed, and personalization. These practices are increasingly shaping expectations in the B2B world. 

Buyers now expect:

• Self-service portals where they can research, compare, and purchase products without delays.
• Loyalty programs that reward repeat business and encourage larger purchases.
• Frictionless checkout experiences, with fast payment options and instant approvals for financing.

"The thing that we’ve learned from B2C is that if your checkout process takes longer than two minutes, you're going to have a 70% abandon rate from your site. If your page load time takes three seconds to load, you'll have a 21% abandon rate."

James Wallen, Vice President of Sales, Credit Key

The more closely a B2B seller can replicate B2C features, the more likely they are to meet or exceed buyer expectations. 

While B2B businesses can (and should) draw inspiration from B2C, there are some specific B2B factors to consider. Unlike B2C’s standardized pricing for all consumers, B2B often involves negotiated rates based on contracts or buyer profiles. Buyers expect flexible credit terms that go beyond simple payment options, and help them to manage their day-to-day cash flow.

On the seller side, businesses often manage intricate supply chains that involve custom orders, bulk purchases, and varying delivery schedules. These added layers of complexity make it impossible for B2B transactions to fully mimic a B2C experience — but there is still significant room for improvement.

Examples of successful B2B transformation

Many B2B companies have made impressive progress by embracing B2C-inspired purchasing strategies. One multi-billion-dollar business transitioned from 0% to 80% of revenue via their digital channels in just two years. This was achieved by mapping every customer touchpoint, and addressing pain points like outdated product data and lack of self-service tools.

By learning from these successes, other B2B companies can identify scalable solutions that address their unique challenges while delivering a streamlined customer experience.

Implementing technology for a seamless B2B buying experience

Detailed product information

One of the biggest hurdles in B2B eCommerce is incomplete or inaccurate product information on the website. Buyers rely on detailed specifications to determine compatibility, and missing data can derail purchasing decisions.

AI tools are increasingly being used to fill these gaps efficiently. By analyzing existing data and generating detailed product descriptions, AI can improve search accuracy, reduce zero-result queries, and increase buyer confidence. This not only improves the customer experience, but increases the likelihood of conversion.

"The more you can make information about your product available on your website, the better. Buyers want to self-educate"

James Wallen, Vice President of Sales, Credit Key

Frictionless transactions with instant financing

The traditional process of approving credit terms for B2B buyers is frustrating for all parties, often requiring weeks of back-and-forth paperwork. This delay can result in lost sales, especially when buyers need immediate solutions to keep their operations running.

"Getting a new account approved for a line of credit still involves a lengthy application...and then it's two to three weeks in some cases more before they're approved for that line of credit"

James Wallen, Vice President of Sales, Credit Key

Instant financing and B2B buy now pay later (B2B BNPL) platforms, like Credit Key, solve this problem by providing real-time credit approvals during checkout. These tools ensure that buyers can secure the funds they need without interrupting the purchasing process. Businesses that have implemented BNPL solutions have reported significant increases in average order value.

Digital tools for scaling personalization

In the B2B space, personalization needs to go beyond adding a customer’s name to an email. Buyers expect tailored pricing, custom product recommendations, and loyalty programs that reflect their unique needs.

Technology makes it possible to scale these experiences for small and medium-sized businesses (SMBs). For example:

• CRM systems can segment customers and automate targeted outreach.
• eCommerce platforms can display pricing and recommendations based on buyer profiles.
• Loyalty programs can reward not just individual buyers, but entire organizations.

By investing in the right tools, B2B sellers can deliver the same level of personalization to thousands of SMBs that they provide to their largest accounts.

Tailoring strategies for SMBs and enterprises

SMBs are your biggest growth opportunity

SMBs often represent an untapped growth opportunity for B2B sellers. While they typically contribute a smaller share of total revenue, they also offer the highest potential for scaling.

The key to capturing more of the SMB market lies in reducing purchase friction, such as providing:

• Simple, flexible finance options: Many SMBs struggle to secure credit terms, which limits their purchasing ability. Offering instant financing or BNPL with adequate credit limits and extended repayment times can enable these businesses to buy more confidently, and in larger quantities.
  
  
• Self-service platforms: SMB buyers appreciate the ability to research and order on their own. By providing robust self-service tools with easy access to product information and pricing, sellers can attract and retain these smaller B2B customers.
  
  
• Tailored loyalty programs: Rewarding SMBs for repeat purchases helps build trust and create long-term relationships. Personalized incentives, like discounts for bulk orders or faster shipping, can go a long way in encouraging brand loyalty.

"SMBs are just looking for availability and compatibility. The question is, what can you do for that group to increase revenue? Because it is by far your best growth option"

James Wallen, Vice President of Sales, Credit Key

Strengthen relationships with enterprise buyers

While SMBs represent growth potential, large enterprises often form the backbone of a B2B seller’s revenue. Time should be spent creating tailored strategies for these accounts to maintain and expand relationships. This might include:

• Enhanced backend systems: Integrate customer systems with your own, such as connecting supply chain data or inventory levels to ensure seamless operations.
  
  
• Account-specific services: Providing dedicated account managers, custom pricing, and high-level support can help cement relationships with high-volume buyers.
  
  
• Exclusive loyalty perks: Enterprises expect premium treatment, such as extended payment terms (e.g. net 60, net 90, or 12 months) and VIP customer service.

The 80/20 revenue challenge

Most B2B businesses follow the 80/20 rule, where 80% of revenue comes from the top 20% of accounts. While these large accounts are critical, SMBs are often overlooked — despite their potential for significant growth.

The challenge lies in balancing time and resource investments between these two groups. By implementing scalable technologies and segmented customer strategies, B2B sellers can focus on growing SMB revenue without compromising their critical enterprise relationships.

Practical first steps for a B2C-like transformation

Assess risk, reward, and resources

Digital transformation can feel overwhelming for B2B sellers, but it doesn’t have to start with a complete overhaul. Begin by evaluating your initiatives based on these three factors:

• Risk: Which changes can be implemented with minimal disruption?
• Reward: Which improvements will deliver the highest ROI?
• Resources: What can you accomplish with the technology, budget, and staff you already have?

This approach allows you to prioritize initiatives that provide maximum impact with the least resistance, ensuring early successes that help to build momentum.

Focus on quick wins first

If your business isn’t ready for a major technology investment, focus on quick wins that require minimal resources:

• Improve online product information: Use AI tools to improve the completeness and accuracy of your product data. This simple change can significantly improve search functionality on your website and reduce abandoned queries.
  
  
• Simplify your checkout: Streamline the purchasing process by introducing guest checkout and expedited account creation.
  
  
• Offer fast, flexible financing: Creating a B2C checkout experience with fast financing at the point of checkout will ensure your B2B buyers can access funds quickly, and with minimal friction.

These changes address the main pain points for B2B buyers, and can boost your conversions without extensive development or reorganization.

Plan for the future with scalable solutions

While quick wins provide you with immediate benefits, long-term success in B2B eCommerce requires a strategic roadmap. Focus on scalable solutions that allow your business to grow, such as:

• Upgrading ERP systems to support omnichannel inventory management.
• Implementing platforms that improve and personalize the buyer experience.
• Developing loyalty programs that reflect the unique needs of both SMBs and large enterprises.

Digital transformation isn’t a once-and-done solution, it’s a continuous process. By combining short-term gains with long-term planning, B2B businesses can stay ahead of changing buyer expectations.

As a next step, consider exploring how to implement instant financing solutions or ways to use AI for better product catalog management. These targeted strategies can provide a solid foundation for transforming your B2B business and meeting the expectations of today’s buyers.

Credit Key is the only solution on the market providing flexible payment terms at the point of sale across all B2B sales channels. We can provide your SMB and enterprise customers with the same flexibility and convenience they enjoy in B2C transactions. Learn more here.