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Your Journey to B2B Commerce

Re-envision your eCommerce platform

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1. Self-Assess
2. Overcome Challenges
3. Identify Growth
4. Prioritize

Adding Value to Your Customer Experience with Your B2B eCommerce Platform

Doing business successfully when it comes to your B2B eCommerce platform depends on many factors that vary tremendously between B2B vs. B2C eCommerce, including the customer decision-making and purchasing process, pricing features, and forms of payments. Nevertheless, change within the B2B industry and demand for B2C-like experiences defines the need for B2B commerce specific solutions. So where to start. Setting the baseline is a crucial starting point to add value and enhance your B2B eCommerce opportunities. In some cases, B2B systems' evolution can be a significant undertaking that includes many complex topics. Still, even a small-scale project on top of a well-established baseline can add enormous value to your eCommerce site.

Start by Conducting a Self-Assessment

Do you have a clear view of your system landscape?
What is the state of your data?
Are critical business processes supported?
Does existing functionality work?
Is the site performance acceptable?
Do you have any metrics and analytics in place?
Are you working with the right third-party vendors

Overcome B2B Commerce Challenges

It is vital to start simple and focus on the core value-add to overcome the most difficult challenges concerning your customers' B2B eCommerce experience. From our experience, there are always expectations you need to know and especially know how to handle them. Not all exceptions require a technical solution, but being well prepared with a business rule or process will help with adoption. The internal awareness of who you are as a company and how willing you are to take risks is beneficial. Still, the real value comes when the internal assessment is paired with external knowledge, such as how your customers react to new and innovative features. It is essential for a successful B2B eCommerce project not to be afraid to be innovative. Well-implemented A/B testing, UX testing, or other tools can help remove the risk that might be causing hesitation internally.

There are always special considerations to be made when designing features for the B2B application. It's essential to keep in mind the overall goals of your key customers and users when prioritizing and designing new requirements.

Six Common Challenges in B2B Commerce


Various personas with unique needs


Wide variety of products


Robust product details


Pricing complexity


Special search requirements


Demand for addition product or company information and assets

Identifying Areas for Growth

Customer Journey

A smooth customer journey is important for eCommerce. There are some things you should evaluate to ensure the quality of your customer journey. 

  • Are there gaps in the customer journey?
  • Do you have steps or touchpoints that could be improved?
  • Does your website allow you to support customers at every step in their journey to the same extent that they could expect in an interpersonal interaction?

Well-developed personas are crucial to user-centric designs. When developing personas, it is essential to identify the following.

  • Have you considered all personas, internal, and external?
  • Do you know who the key personas are being served by your website?
  • Is there any persona that could be served that is not being served already?
  • Do you have personas who are being under served?
Customer Feedback

For successful B2B eCommerce experience, customer feedback should not be disregarded. Empower positive change by listening to customers.

  • How are you gathering feedback, and from who?
  • Are all personas represented in the feedback you gathered?
  • Are you able to gain insights without directly communicating with your customers?
  • Can you translate what the customer says into changes?

5 Key Tips to a Successful Prioritization

  1. Give the highest priority to requirements that add the most value to the most amount of personas.
  2. Listen to your customers! If they are asking for a change or addition, it deserves your attention.
  3. Age matters – do not let requirements get stale by planning regular backlog reviews.
  4. Involve the right stakeholders – it is better to gather insight early than try to address topics after a solution is designed.
  5. Empower the key-decision maker – prioritization always includes many voices and opinions. By identifying and empowering a decision-maker, you can save a lot of time and effort by avoiding never-ending discussions.

Learn More

Add Value to B2B Commerce

Watch our webinar recording, and learn how to add value to your B2B Commerce by setting the baseline, identifying areas for growth, prioritizing your roadmap and implementing new features.

Belimo Global Web Rollout

We added value to Belimo’s global B2B web presence with a customer needs-oriented download center as well as detailed persona and use case consideration while enhancing existing features.

Download Center

In many B2B companies, customers require thorough product documentation. In construction-related industries, it is extra critical that customers can quickly and easily find the documents they need.

Your Contact for B2B Commerce

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Marijke Claessens
Expert for Commerce Solutions