How to Personalise the B2B eCommerce Experience

katarina white

October 22, 2024

Did you know that 79% of B2B buyers prefer to place repeat orders online? According to a Sana Commerce report, this trend highlights the growing expectation among B2B buyers for convenience and efficiency in their purchasing processes.

More than ever, B2B customers demand the same level of personalisation and ease found in B2C interactions. In fact, over one-third of B2B buyers are willing to spend $500,000 or more on digital channels, with 15% comfortable making purchases exceeding $1 million online, according to a McKinsey study. For companies looking to stay competitive, personalisation is no longer optional—it’s essential.

This article will explore how personalisation can transform the B2B eCommerce experience, improve buyer loyalty, and drive business growth.

Tailored Product Recommendations

One of the best ways to capture the attention of B2B buyers is by making it easy for them to find exactly what they need. Tailored product recommendations, driven by data on past purchase history and browsing behaviour, are a powerful tool in this regard.

Segmenting customers by industry or preferences—whether they are in manufacturing, wholesale, or retail—can help create personalised product catalogues. For example, offering a wholesale distributor eco-friendly packaging alternatives based on their previous orders for sustainable products can improve customer satisfaction and increase sales.

Moreover, 65% of B2B companies across all industries now offer eCommerce capabilities, according to McKinsey. In this competitive landscape, offering personalised product recommendations is essential to stand out and simplify complex buying journeys.

Our Apex B2B platform includes built in features that make product recommendation easily customisable to suit your unique business offering. Your Usual is a major feature that several of our clients have had huge success with.

Customised Pricing Strategies

Pricing in B2B eCommerce is often more complex than in B2C due to factors like order volume, contractual agreements, and loyalty programs. Offering customised pricing models helps buyers feel valued and ensures they get deals tailored to their specific circumstances.

For instance, loyal customers might receive exclusive discounts or special pricing for large orders, which not only encourages repeat business but also strengthens long-term relationships.

Personalised Content for Deeper Engagement

Personalised content is another powerful tool to increase engagement in B2B eCommerce. By delivering content relevant to a buyer’s industry, role, or stage in the purchasing process, businesses can create more meaningful interactions and guide customers toward informed decisions.

This is especially important as Millennials and Gen Zers now comprise 71% of B2B buyers, according to a Forrester report. These digitally native generations expect experiences that speak directly to their needs and provide them with relevant information in an easy-to-digest format. Offering content such as personalised product guides, case studies, or industry-specific insights can significantly improve engagement and help establish trust with these buyers.

Our Apex platform is built with Storyblok integration which makes content management a breeze. This powerful CMS empowers non-technical teams to customise all pages across your site without needing to involve developers.

Self-Service Features to Empower Buyers

Empowering B2B buyers with self-service options such as customised dashboards, reordering capabilities, and detailed order histories can greatly streamline the buying process. Many B2B buyers, especially repeat customers, prefer to manage orders on their own without engaging with sales representatives, and self-service features cater directly to this preference.

One of the biggest challenges B2B buyers face is a lack of accurate information on delivery times, according to Sana Commerce. By offering personalised tracking and real-time updates, businesses can improve transparency and reduce frustration, ultimately creating a better customer experience.

Leveraging Personalisation Tools and Technology

Personalisation at scale requires the right tools and technologies. Using platforms that integrate with your existing eCommerce system to manage customer data, deliver personalised content, and offer customised product recommendations is essential for a seamless experience.

With 80% of B2B companies saying they hold their eCommerce channel to the same or higher standard as other channels, as reported by McKinsey, personalisation needs to be consistent across all touchpoints, whether through sales teams or digital platforms.

The Benefits of Personalisation in B2B eCommerce

Personalising the B2B eCommerce experience offers significant benefits, including improved customer satisfaction, higher average order values, and greater loyalty. By offering tailored product recommendations, customised pricing, and relevant content, businesses can enhance engagement and build long-lasting relationships with buyers.

For those in the food and beverage industry, we’ve explored these strategies in greater depth in our 2024 eCommerce Personalisation Playbook for B2B Food & Beverage. Download it today to uncover actionable insights that can help you boost sales, reduce friction, and create a personalised experience that keeps buyers coming back.