Working with B2B part 3: Carts and other stuff

Business, Know-how Sharing, Marketing, People

When we look at B2B, something is always forgotten: What about the Cart? And the checkout? And what else could be important for your clients? Just think you have to deal with people and people work with triggers and choices. The easier you make the process, the better experience for the client.

Let’s look at what makes sense to adapt to your B2B E-commerce site:

  • Integration – You may have heard that the term punched back. What that means is you had to integrate your procurement with your clients. But this comes with issues and problems. The most common way of doing it is to create an integration that fits what the client bought last time. But this is leaving the client in the dark when it comes of new or old product that their might need or did not want in the begin. You risk loosing business because of it!
  • Vendor Carts – A lot of B2B sites have in their system one cart per vendor. This means your client is loosing time and money just because you did not have one cart for all vendors.
  • Abandon carts – The abandon cart system is typically something that we connect with B2C. But what about saved carts? The B2B process is typically more complex then B2C, so why not build-in the ability to save the cart and split of the process? This will allow a unique planning process for your clients, because they have now the option to plan for future orders.
  • Shared Carts – Please do not do this as this is the road to failure! It cuts out the possibility to find mistakes and correct the tracking and the approval processes. Do not unify your clients’ login or, at least, build subcategories of login.
  • Where to go? – We have always talked about the correct landing page. Please do the check and think through the B2B journey on your website, no matter where it starts. Clients will find another supplier if they keep getting to the wrong page.
  • Complex products – The rise of the consumers’ demand means B2B needs to adapt to handle multi configuring of products. Your site needs to meet the demand your product configuration sets and make it easy to access to consumers.
  • Shipping – Shipping has become the new yellow, not black. The ability to deliver the next day or, better, same day is now the new standard. The same trend is growing in the B2B area and will set the standard for the future. The next step is to make the deliver process completely transparent for the client, meaning you need to show the exact date for delivery and what is the evolution of the delivery process. Is your current platform able to handle this?

When you are looking to the future, start thinking that B2B and B2C experiences are and need to be the same. The only difference resides in the terms of the sale.

I just named a few areas one needs to set a focus on, but remember: if you are thinking B2B, you are thinking B2C!

Experience is just as important for the B2B client as it is for the B2C customer!

About Anders


Anders Holmberg Lange is the Co-Founder of Entername, a company with the core belief that strategy should be simple, understandable and evolving. Designing 360 digital campaigns and leading selected clients from digital transformation to digital excellence in Marketing, business and sales.

Anders has been working with major global brands the last 15 years, taking them from digital transformation to digital strategy to digital excellence and delivering double digits growth rates across the board. He worked in industries like fashion, banking, entertainment and for leisure companies. No matter there were fortune 500 companies or startups, Anders was always building around a gamification approach creating win-win strategies.