The 9 Most Common B2B eCommerce Mistakes and How to Avoid Them

Not defining your target audience correctly or at all

Setting aside the challenges, eCommerce presents both new and traditional B2B companies with a unique opportunity to redefine their business and reach new markets and audiences.

Underestimate the amount of content B2B buyers want

Content marketing is one of the most powerful and effective tools for growth marketers. But not all content marketing strategies or efforts are equal.

Using the wrong tools or platforms

The commodification of eCommerce has made it relatively easy for any company to take their business online. There are many basic tools and platforms to help you get started. But starting and scaling a B2B eCommerce business are two different animals, and if you don’t consider your long-term plans at the start, you may find yourself quickly limited by your choice of vendors.

Not providing enough/relevant product information

The high stakes involved with many B2B purchases place extra pressure on the seller to make the buying process as easy, transparent, and informative as possible. One of the biggest mistakes that a B2B online seller can make is to neglect the information architecture of their website or online store.

You don’t offer enough B2B payment options

One of the main things separating B2B and B2C eCommerce is payments. Unlike B2C, where the latest payment innovation, such as biometrics or digital wallets, is expected, B2B buyers are firmly stuck in classic options. They prefer traditional methods like checks, credit, wire transfers, or cash on demand. As a result, any B2B eCommerce company that doesn’t offer its customers traditional payment methods could be making a big mistake.

You don’t offer self-service options

Since forever, the B2B lifecycle has revolved around the personal relationship between the buyer and seller. While certainly still important, the gradual inroads of the modern, digital world, accelerated by Covid, is changing the calculus.

You don’t provide a fantastic customer experience

For good or ill, B2B eCommerce companies exist in a B2C world, where business buyers expect a consumer-like experience from their commercial vendors. Unfortunately, the internet is filled with commercial websites that mistakenly focus the experience on themselves and their products, features, capabilities and business.

Not caring about brand reputation

With nine out of ten online buyers starting their journey searching for a review of a business’ product or service, your brand and the market’s perception of it can be your biggest asset — or liability. While managing your brand’s reputation online is a multifaceted and never-ending undertaking, it all begins with your website and social platforms.

You’re not tracking your results correctly

The digital nature of eCommerce makes it possible for businesses to track, analyze and optimize every interaction and touchpoint of the customer journey. While almost every site uses Google Analytics (or an alternative like Adobe) to track basic traffic metrics, few go beyond and take the next step to use these and the other tools to understand, predict and drive customer behavior.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
2Checkout (now Verifone)

2Checkout (now Verifone)

1 Follower

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.