Some Common B2B Ecommerce Challenges & Tips To Overcome

Nikki Attkisson | Last Updated : January 24, 2022

B2B eCommerce is rapidly growing in popularity. Experts expect that B2B eCommerce will exceed $1.8 trillion in the next three years and will increase at a 10% annual rate over the following five years. Modern entrepreneurs attempt to streamline their companies’ purchasing processes and also browse for items on digital platforms.

Obstacles In B2B E-commerce

The epidemic altered how consumers connect with companies, providing a boost to the already thriving B2B eCommerce market.

Obstacles In B2B E-commerce

The rivalry is heating up as more B2B companies discover their place on online platforms. B2B eCommerce has a variety of obstacles; this tutorial discusses these difficulties and how to solve them.

  1. Customer interactions

Customer connections with B2B clients must be more individualized than in a B2C setting. You will discover that your price is customer-specific, based on what you have decided upon with various consumers. Furthermore, based on the companies that your clients operate, you may have those who do not require all of the things that you sell. When these clients browse your e-commerce portfolio, they want catalogs, product variety, and price to fit their specific needs.

You can get around this by using consumer segmentation. To provide a more tailored experience, group your consumers according to their demands. As a result, when people engage using your B2B e-commerce, they will only see what you have settled upon.

  1. There is a complicated purchasing cycle.

B2B clients are deals. This means that a transaction may need to be authorized by many persons, each with their job and responsibilities. For example, an inventory management system may start an order, and a finance agent may be required to authorize spending, among other persons. This lengthens and complicates the purchasing cycle. When the paperwork arrives at their desks, all of these employees are engaging with your company. As a B2B e-commerce company, you must offer each individual the data he or she requires to fulfill his or her duty.

You can only accomplish this effectively if you use dependable marketing automation software and enterprise-level software to help you integrate self-service alternatives with your data. Your consumers will be able to easily obtain the data they require this way.

  1. Marketing via email

As previously said, B2B includes numerous persons in the purchasing decision. Even while you send emails, bear in mind that numerous individuals will be reading them. If your email promotional strategies are to yield fruit, you may need to send a series of emails over a longer period to more than one person.

In this instance, you must have a strong marketing plan in place. You will also need to acquire more pieces of data so that you can target the right folks. Automation will also be useful in this case, so you’ll need an email provider that can provide it. Here is a nice list of email communication service companies from which to pick.

  1. Delivery

Customers must get their purchases in a timely and convenient manner. However, shipping requirements in a B2B structure are more complex than in a B2C setup. Some clients may demand a B2C experience, but others may require a discussion of their unique shipping demands.

It is beneficial to have numerous delivery alternatives available to consumers in a B2B setting. You may also customize delivery choices based on the items, the amount of a purchase, or the demands of an individual consumer. Incorporate your shipping management system with the platform to ensure price transparency and prompt delivery of shipment status updates to clients.

  1. Payment Options

Clients in a B2B setting require a variety of payment choices. Because they are transporting a large sum of money, it seems to reason that they would want a safe payment method.

Even if you provide customers with many payment options, it is critical that you also provide them with more flexible payment periods. This enables them to place larger orders and pay at a later period. As a result, you will gain consumer loyalty as well as a competitive edge.


Due to the complexities involved, selling to other firms may never compete to marketing to a direct customer. You can, however, dramatically improve the customer experience by carefully listening and staying updated on developing technology solutions to assist you to optimise your e-commerce platform.

Nikki Attkisson

With over 15 years as a practicing journalist, Nikki Attkisson found herself at Powdersville Post now after working at several other publications. She is an award-winning journalist with an entrepreneurial spirit and worked as a journalist covering technology, innovation, environmental issues, politics, health etc. Nikki Attkisson has also worked on product development, content strategy, and editorial management for numerous media companies. She began her career at local news stations and worked as a reporter in national newspapers.

Sign Up For Our Daily Dose Of Hot News