Top 5 B2B E-commerce Trends & Tips to Grow Your Business

Your business might only sell directly to end consumers, but should you be considering a move into the B2B sector? Recent trends give a resounding ‘yes’ – here’s why…

When you hear the phrase 'e-commerce', you might think of Amazon, books, clothing and electronics. And you’ll almost certainly be thinking of B2C. We all think of B2C e-commerce as the main attraction, but it’s dwarfed by B2B e-commerce. Believe it or not, business-to-business sales online are more than three times the size of B2C.

This presents a huge opportunity for businesses. Whether your business currently operates solely in the B2C space or is looking to expand its reach, understanding the nuances of B2B e-commerce is crucial. In this article, we'll explore the dynamic world of B2B e-commerce, uncovering the latest trends and providing actionable tips to help your business thrive. So get ready to accelerate your business into the future of e-commerce!

What does B2B e-commerce look like?

At first glance, it sounds like an easy question to answer. People may think that B2B e-commerce is standard office supplies and consumables – but it’s a lot more than that. It encompasses a vast network of transactions spanning diverse industries, from aerospace giants to manufacturing heavyweights.

Here are just a few examples of how B2B e-commerce is reshaping the business landscape:

- GE Electrical Grid Solutions: Manufacturing giant GE  sells complex power grid hardware through its online store.

- Boeing Modification Marketplace: Essentially a customised plane platform for existing Boeing customers. Boeing's online marketplace allows customers to browse and purchase modifications for their existing aircraft, streamlining upgrades and maintenance.

- RS Components: Sells electronic components to trade via its website, offering around 500,000 products to over one million customers, proving that even the smallest parts can have a big impact.

Changing times for B2B

B2B e-commerce is growing due in no small part to shifting demographics. Millennials and Gen Z now make up a significant portion of the B2B buyer landscape, and their digital-first mindset is transforming how businesses operate. With a significant number of B2B buyers using mobile devices, it's clear that these digital natives expect a seamless and convenient online experience, whether they're researching products, placing orders, or tracking shipments

Ways B2B and B2C are the same

1. Both sell goods and services
2. Both have human buyers
3. E-commerce is a BIG factor in both

Difference between B2B and B2C

1. B2B often sells large items that can’t be easily delivered
2. B2B buyers tend to purchase in bulk
3. B2B can have many individuals making the purchase

Where’s B2B e-commerce heading?

Two distinct types of B2B e-commerce exist today. The first is the most straightforward, as demonstrated by  example brands GE, Boeing and many more. The second, with the biggest growth area in B2B e-commerce, are the  marketplace websites  Amazon Business and Alibaba. These marketplaces present big opportunities for businesses to supplement their direct selling efforts, tap into new markets, and reach a wider audience.

So, what are the key trends shaping the future of B2B e-commerce? Let's dive in:

1. The rise of mobile commerce

Recent studies reveal a staggering statistic: mobile devices now drive a large portion of B2B e-commerce sales. We're seeing a substantial increase in purchasing activity through both social media and mobile apps, with sales growing by 500% and 450%, respectively (McClatchy, Lun Plotkin, Stanley, Sauer-Sidor & Wei Wang, 2023)¹. Your customers are on the move, and they expect to be able to do business wherever they are.

This means B2B buyers now expect the same level of convenience, personalization, and seamless user experience they encounter in their personal shopping. A clunky, outdated mobile experience simply won't cut it.

To meet these expectations, it's essential to optimize your website and online store for mobile devices, which can unlock a world of benefits, including increased reach, improved engagement and enhanced brand image. A fully functional site for mobile is essential for the overall user experience and online sales. You can crosscheck your site with this helpful m-commerce guide.

2. More innovations in order tracking and fulfillment

In the age of instant gratification, speed is king, and consumer e-commerce retailers are ahead of the game. Amazon has been pushing same-day delivery, while JD.com has already successfully tested a fleet of 40 drones. This demand for rapid delivery is spilling over into the B2B world, where customers are increasingly expecting Amazon-like levels of efficiency.

But it's not just about speed; it's about transparency and control. Nearly one in two B2B buyers report that order fulfillment and tracking have become the most difficult aspects of the purchasing process (Coppola, 2024)². They want to know where their orders are at all times and be kept informed of any potential delays.

This is where DHL Express shines with advanced e-commerce solutions and fulfillment services designed to help your business meet the demands of today's B2B buyers. From express shipping options to sophisticated tracking tools, DHL Express has you covered.

3. Personalization is a key component of the customer experience

In the B2C world, personalized experiences are the norm. Think targeted product recommendations, customized email campaigns, and tailored offers based on individual preferences. Now, B2B buyers are demanding the same level of personalization.

However, the complexity of large catalogs and varied pricing models make it difficult to introduce new channels, personalize buying experiences, and add new functionalities quickly with legacy platforms. This is where headless commerce and composable capabilities come in.

Headless commerce separates the front-end presentation layer from the back-end e-commerce functionality, giving you the flexibility to create unique customer experiences. Composable capabilities allow you to "plug and play" different software components, enabling you to quickly adapt and evolve your e-commerce platform.

B2C retailers have given B2B companies an incredible template for success, with simple and effective online user experiences. B2B has lagged, and now needs to follow suit.

4. B2B marketplaces on the rise

B2B marketplaces are experiencing explosive growth, and for good reason. They offer a centralized platform for e-commerce businesses to connect with a vast network of suppliers, streamline procurement processes, and discover new products and services.

Here are the marketplaces you should be focusing on:

5. Continued growth driven by the APAC region

When it comes to e-commerce, markets worldwide are growing, but Asia is seeing the most powerful growth – with Straits Research to grow at a CAGR of 25% during 2022-2030 (Straits Research, 2023)⁴. This growth is fueled by several key factors, including the increased need for e-procurement solutions, the expanding use of digital technologies and a rising middle class and urbanization.

This growth isn't just about increased sales; it's about transforming how businesses operate. B2B e-commerce in the APAC region entails using online platforms, automation, data analytics, and other digital tools to increase productivity and enhance customer experiences.

China stands above all other markets, at nearly double the growth rate of the US B2B e-commerce market. But it's not just about the giants like China and India. Smaller economies, often referred to as "Tiger Cub economies," are also experiencing rapid growth and present exciting opportunities for businesses looking to expand their global footprint.

How to use these trends to grow your B2B e-commerce brand

To truly stand out, you need to be more than just another online store. You need to craft a distinctive brand for the sector you serve, and demonstrate exactly how you are better than competitors.

This means going beyond the basics and embracing the latest trends. Leverage data to personalize the customer experience, harness the power of AI to streamline operations, and stay ahead of the curve with technological enhancements. Here are some key considerations:      

1.  Rethink the customer journey

The customer journey is no longer a linear path. B2B buyers interact with your brand through multiple touchpoints, from your website and online store to social media, email campaigns, and even offline interactions. To create a seamless and engaging experience, you need to map out every stage of the journey and optimize each touchpoint.

This involves understanding the different stakeholders involved in the B2B buying process, from researchers and influencers to decision-makers and end-users. By identifying their needs and pain points at each stage, you can tailor your content, messaging, and offerings to provide a truly personalized experience.

Emerging B2C brands do this well. Yet to stay competitive, B2B brands need to follow suit. Keep pushing for improvements. Fewer clicks to find a product. Optimized search. Broader delivery options. Faster delivery.

2. Take some inspiration from B2C

As a B2B brand, aim to match or exceed the experience of B2C. Bring your brand value to life: what story can you tell? What is your USP? What advantage do you have over competitors? To help your business grow, use the tools already at your disposal:

• Trust: Use social proof like customer testimonials, online review ratings, and case studies.
• Distinctiveness: What do your competitors look like, do and say? Strive to be the opposite.      
• Consistency: Uniformity across your visual and textual output is a sign of trustworthiness and reliability.
• Omni-channel communication: Adopt the widespread B2C practice of being accessible across multiple channels, enabling ongoing and targeted conversations with clients. This could involve integrating social media, chatbots, and even personalized email campaigns into your communication strategy.
• Prioritize user experience (UX): Ensure your website is easy to navigate, your product information is clear and concise, and your checkout process is smooth and secure.
• Customer-centricity: Digitally native vertical brands (DNVBs) are known for their customer-centric approach, and you need to emulate their model if you hope to reach their success. Your business’s merchandise, services and operations must be geared toward serving your customers, not making a product.  ​​DHL Express is a prime example of this customer-centric approach. A vast global network, combined with localized customer service, allows for global expertise with local support. This ensures that your customers receive the personalized attention they deserve, no matter where they are in the world.

3. Take a diversified strategy

Direct-to-business or third-party marketplace? A considered strategy is to diversify to amplify. But diversification goes beyond sales channels. As you expand your global footprint, it's crucial to cater to the B2B trends, and unique needs and preferences of each market. This means offering localized experiences, including:

• Language: Don't assume everyone speaks English. Three-quarters of e-commerce shoppers want to buy in their own language, while 59% rarely or never buy from English-only websites (Keenan, 2024)⁵. Translate your website and marketing materials into the local languages of your target markets.
• Currency: Make it easy for customers to pay in their local currency. This not only simplifies the purchasing process but also builds trust and demonstrates your commitment to serving their needs.
•  Payment methods: Offer a variety of payment options that are popular in each region. This could include local payment gateways, mobile wallets, and even bank transfers.
• Cultural nuances: Be mindful of cultural differences in communication styles, business etiquette, and even design preferences. Tailoring your approach to each market can make a big difference in building rapport and establishing trust.

With global shipping now easily accessible, the world is your oyster. Conduct thorough research to understand your target markets, including their typical buyer profiles, growth segments, and specific demands. For more help in this area, take a look at the various Country Guides.

4. Adopt an omnichannel strategy

Today's B2B buyers expect a seamless experience across all channels, whether they're browsing your website, interacting with your sales team, or connecting on social media. Omnichannel experiences are among the top B2B e-commerce trends because they enable sellers to meet buyers where they are and thrive across all channels (including self-service, in-person, social media, branches, etc.).  

This means embracing a hybrid sales model that combines remote and in-person interactions. It also means aligning, upgrading, and unifying your online and e-commerce channels to meet customer preferences. For instance, consider that 62% of B2B buyers state that the internet was one of three resources they use to learn about a product or service (Worldwide Business Research)⁶. So, ensure your online presence is optimized for search engines, with relevant and engaging content across platforms like your website, Facebook, and LinkedIn.If your budget allows, bring your products to life with visuals like animated GIFs and videos.

To create a truly effective omnichannel strategy, you need to:

• Streamline operations between all your digital touchpoints: This includes payment systems, B2B digital commerce platforms, and customer service tools. By creating a single view of each customer that's easily accessible by everyone in your organization, you can ensure a consistent and personalized experience across all channels.
• Provide consistent messaging: Ensure your brand messaging is consistent across all channels, from your website and social media to your email campaigns and sales presentations. This creates a cohesive brand identity and reinforces your value proposition.
• Offer flexible options: Give customers the choice to interact with your brand in the way that best suits their needs. This could involve offering online self-service options, personalized consultations, or even in-person meetings.
• Go beyond Google: Dominant platforms at home might not be the same as abroad. Use preferred local digital services and channels such as Yahoo in Japan, WeChat in China and XING in Germany.

5. Leverage AI and other emerging technologies

Artificial intelligence (AI) is revolutionizing the B2B e-commerce landscape. From supply chain management and demand forecasting to personalization and customer service, AI is transforming how businesses operate.

Here are some key use cases for AI in B2B e-commerce:

• Supply chain optimization: AI can analyze data to predict demand, optimize inventory levels, and identify potential disruptions in the supply chain.
• Demand forecasting: By analyzing historical data and market trends, AI can help businesses accurately predict future demand, enabling them to make informed production and inventory decisions.
• Personalization: AI can help personalize the customer experience by analyzing data to provide tailored product recommendations, targeted promotions, and customized content.
• Customer service: AI-powered chatbots can provide instant support to customers, answering questions, resolving issues, and even guiding them through the online purchasing process.

AI is just one piece of the puzzle however. Other emerging technologies are also playing a key role in shaping the future of B2B e-commerce, including:

• Sales technologies: CRM systems, sales automation tools, and other technologies can help businesses streamline their sales processes and improve efficiency.
• Marketing automation: Marketing automation platforms can help businesses automate repetitive tasks, personalize marketing campaigns, and track results.
• Blockchain technology: Blockchain can enhance security, transparency, and traceability in B2B transactions.

Are you ready for the future of B2B e-commerce growth?

The B2B e-commerce landscape is dynamic and full of opportunities. By following the  trends outlined in this article, you can position your business for success in this exciting market.

DHL Express is your trusted partner in navigating the complexities of B2B e-commerce. With a global network, advanced logistics solutions, and commitment to customer service, DHL Express has the expertise to help your B2B e-commerce brand grow and find new markets around the world. Subscribe to get started.