The future of e-commerce in manufacturing

Nevertheless, 50% of B2B e-commerce sites do not fulfil buyers' expectations. Around 94% of B2B buyers experience user experience challenges online, which often leads to abandonment. These are caused by technical problems (31%) as well as a complicated checkout process (15%) or uncertainty about the security of the checkout (20%).

The providers' websites are therefore not chosen for their user-friendliness, but merely for the convenience that online shopping generally offers. B2B buyers increasingly expect a similar user experience to B2C customers: appealing, mobile-optimised websites, product and price transparency and an intuitive and uncomplicated customer journey.

Read more about the current challenges facing the manufacturing industry here.

This change can be explained due to two key factors: Firstly, technological advances have changed the way we work, including the integration of digital tools into everyday working life. Secondly, social changes are playing a role: B2B buyers, who also act as B2C consumers outside of their role, are transferring their expectations from their private lives to the business purchasing process. This development is being reinforced by demographic trends - a large proportion of employees today already belong to Generation Z and Millennials, who have grown up with mobile technology. According to Forrester, around 64% of B2B buyers come from this generation.

However, it is important to note that the B2B market requires unique and specialised features that are not typically found in B2C e-commerce solutions: Industrial buyers need features that incorporate individually negotiated prices, customised products and approvals by multiple decision-makers before finalising a purchase.

Studies have shown that one of the biggest pain points for customers is the availability of accurate product information and prices. Integrating the e-commerce website with a PIM solution or ERP system minimises the likelihood of providing customers with incorrect and out-of-date information.

In addition, important information such as product data sheets, specifications, user and installation manuals, material safety data sheets (MSDS) and other frequently requested manufacturing information should be made available online.

It is almost as important that buyers can quickly find the information they need themselves. Self-service offers faster solutions in real time and is therefore highly relevant for the convenience and efficiency of B2B customers. Search and filter functions, taxonomy and easy navigation are also important criteria that need to be integrated into an e-commerce platform for industrial manufacturers - especially in terms of technical terms, product names and numbers.

As industrial buyers go through more than 10 approvals on average and have complex procurement processes, features such as automatic shopping basket saving or ‘subscribe and save’ options are highly appreciated.

In addition, B2B customers prefer channels that they find practical in everyday life - e.g. mobile devices. Responsive websites and the introduction of apps for B2B procurement will become increasingly relevant for a strong market position in the future.

B2B buyers continue to prioritise process automation as it improves the customer experience related to the request for quotation (RFQ) and purchase order fulfilment (QTC) processes. Customers have the option to request quotes directly and manufacturers can provide insights into stock levels by location and view estimated delivery times (ETA) based on delivery location.

Personalisation is also of great importance in the B2B sector, as many buyers, for example, expect previously negotiated individual prices and discounts to be seamlessly integrated into their shopping experience. In addition, providing personalised product recommendations and continuous content based on the target group's industry is also a big topic in B2B in order to meet the procurement process and individual needs and ultimately increase sales.

Find out here what part VR and AR may play in sales processes in the future.

In conclusion, when building a customised e-commerce presence for industrial customers, it is crucial to develop a customer-oriented solution. The introduction of an appropriate e-commerce solution can therefore relieve the burden on sales and customer service teams at the same time.

With many years of expertise in the process digitization inside the manufacturing industry, we are happy to support you in developing and optimising your digital and customer-centric e-commerce strategy for your B2B business.