6 ways to boost your B2B e-commerce strategy

The Amazon Effect on B2B E-commerce

Pre-pandemic, the primary source of online pressure for retailers stemmed from e-commerce giant Amazon. In its first year, Amazon Business generated $1 billion in revenue and has since significantly expanded its influence in the B2B sector. Projections estimate that by the end of 2025, Amazon Business will reach a total revenue of $44.3 billion. But why is the ‘Amazon Effect’, which sees the retail giant continue to compete in almost every sector, so pervasive?

he answer is simple: it offers a smooth experience at every stage of the customer journey. In a single, easily accessible platform, customers can access detailed product information, personalized recommendations, unbiased product reviews, transparent price data, streamlined checkout, and expedited shipping.

Nearly 60% of retail consumers start their product search on Amazon, and 90% research products on Amazon regardless of where they ultimately buy. Not surprisingly, 53% of consumers prefer to buy from Amazon to other e-commerce sites. Even B2B customers look for what Amazon does so well, with ease of search and site navigation swaying 60% of buyers’ purchase decisions.

Below-par B2B e-commerce experiences 

In comparison to the simplicity offered by Amazon, many retailers struggle. Studies reveal that only 40% of B2B businesses prioritize customer experience, leading to potential misalignments with buyer expectations.. Errors that could easily be remedied cost businesses an average of $1.8 million every year and cause frustration that can drive customers into the arms of competitors. 45% of B2B customers say product information is “often incorrect” and 49% have contacted customer service because of missing or inaccurate information.

The Amazon Effect impacts every manufacturer and wholesaler, regardless of vertical. The movement to online self-service ordering is well underway, with 83% of B2B buyers already stating they prefer to order or pay through a digital platform. B2B brands without an e-commerce strategy are seeing decreasing sales, especially those with highly commoditized products.

So how can you get your e-commerce strategy into shape? Here are 5 key ways:

1. Prioritize the B2B buyer experience 

In the past, B2B brands didn’t have to scrutinize their buyers’ experience as closely. In pre-internet days, all companies had to do was match a buyer’s needs, budget, and location to seal a deal. However, commercial buyers today have an overwhelming amount of choices – so how can you set yourself apart? 

In an increasingly self-service e-commerce environment, where smiling sales reps no longer compensate for clunky tech, customer experience is critical. B2B buyers are increasingly taking their personal, B2C expectations into their business lives. They want a consistent, seamless, and frictionless experience across all brand channels. Technical issues like a slow-loading page, confusing navigation, or convoluted checkout experience could all push them into abandoning their shopping cart.

Recent data underscores this shift:

• 20% of B2B buyers are willing to spend over $1 million per order through self-service digital channels, up from 15% two years ago.
• 39% are prepared to spend over $500,000 per order via self-service or remote interactions, an increase from 28% in the same period.

To capitalize on this trend, adopting an adaptive merchandising approach is essential. This strategy involves meeting customers where they are, providing the information and functionality needed to guide them effortlessly from discovery to purchase.

2. Embrace rich product content across all e-commerce sites

Incorporating rich product content across all e-commerce platforms is essential for engaging today’s B2B buyers. This enhanced content includes interactive media such as videos, audio, images, and customer reviews, which can significantly boost conversion rates. For instance, interactive videos have been shown to increase conversion rates by 25%. While B2C brands fully embraced rich content a while ago, it’s still often neglected by B2B brands.

In the past, sales reps would bring product information to life for commercial customers. B2B websites have historically been dull. Many act as little more than a contact form or simple brochure that came second to dazzling in-person interactions. As more commercial customers turn to digital self-service, rich content is a way to replicate this sense of engagement.

Detailed product information, technical specifications, images, videos, and customer testimonials give buyers the context they need for easy navigation and to make purchase decisions. Product content must be optimized, localized, and leveraged appropriately to position your brand and product offerings effectively.

3. Leverage customer data 

B2B brands have access to multiple data sources that can provide deeper insights into what customers need at every stage of the buying journey. Analyzing data from key tech systems—such as ERP, CRM, and e-commerce platforms—helps identify friction points that may be hindering conversions.

For example, if a high number of potential buyers abandon their purchase due to poor site navigation or an ineffective chatbot, these pain points must be addressed. With the right data, you can anticipate buyer needs even before they’re ready to make a decision, allowing you to refine the purchasing experience proactively.

By leveraging this information, businesses can implement adaptive merchandising—a strategy that tailors product presentation and messaging based on real-time customer behavior. When you deliver the right product details in the right format at the right time, you enhance credibility, build trust, and ultimately drive higher conversion rates.

4. Take an omnichannel approach to B2B e-commerce

Today’s digital buyer doesn’t typically purchase from just one visit to your website. Savvy B2B buyers have historically researched their options before committing to one supplier. But in the digital world, this has pushed the average number of B2B touchpoints from just two to over ten. Without a clear omnichannel strategy, potential buyers could be put off by an inconsistent experience.

A true omnichannel approach ensures that whether buyers engage through marketplaces, social media, direct e-commerce, or sales teams, they receive the same experience. Marketplaces like Amazon Business and Alibaba allow businesses to meet buyers where they already shop, but maintaining consistent pricing, product descriptions, and availability across these platforms and your direct e-commerce site is crucial.

Social media plays an increasing role in B2B decision-making. Platforms like LinkedIn and YouTube influence buyer perception, offering valuable industry insights, product demos, and peer recommendations. Meanwhile, your direct e-commerce site should provide a seamless, self-service experience with real-time inventory updates and flexible payment options.

Each channel should work together to create a unified journey, ensuring that buyers move smoothly from research to purchase—regardless of where they first interact with your brand.

5. Implement a strong SEO strategy to drive organic traffic

Even the best products won’t sell if your target customers can’t find them. That’s where search engine optimization (SEO) comes in—ensuring that your B2B eCommerce site ranks high on Google and other search engines so potential buyers can discover your offerings. Many B2B decision-makers start their research with broad search queries, meaning your brand needs to be visible at every stage of their buying journey.

Key SEO Strategies for B2B eCommerce Success

• Optimize for Relevant Keywords – Conduct keyword research to identify high-intent search terms that your target audience is using. Incorporate these terms naturally into product pages, descriptions, category pages, and blog content to improve rankings.
• Enhance Product Pages – Ensure each product page has a detailed and unique description, technical specifications, high-quality images, and relevant FAQs to boost engagement and search visibility.
• Improve Site Speed & Mobile Usability – Google prioritizes fast, mobile-friendly websites. A slow site can drive potential buyers away before they even browse your offerings.
• Build Internal & External Links – Linking related pages within your site helps users navigate smoothly and strengthens SEO. Additionally, securing backlinks from reputable industry sources enhances credibility and rankings.
• Leverage Content Marketing – Publishing high-value content like industry reports, whitepapers, and how-to guides positions your business as a thought leader while driving organic traffic.

By investing in a strong SEO strategy, you ensure that your eCommerce store attracts, engages, and converts the right audience—maximizing your digital presence and staying ahead of the competition.

6. Implement the right tech solutions 

Without the right tech infrastructure in place, it can be much harder to properly cater to a receptive B2B audience. Typically, a B2B sales journey takes longer and is more complex. There are lots of different stakeholders to consult, due diligence to carry out, and potential legal agreements to complete. It’s worth being patient, though, as B2B relationships are typically more valuable and last longer than the average B2C ones.

Getting the right tech solutions in place, like a PIM for B2B, can help streamline your B2B e-commerce strategy. A centralized PIM solution offers a single source of truth for all your product information, enabling effective e-commerce product catalog management that supports accurate and consistent data across all channels. This ensures buyers can enjoy that seamless customer experience that is so fundamental to a successful B2B e-commerce strategy.

A centralized PIM solution, for example, supports a seamless, omnichannel experience by making key product information easily accessible. Whether your customers are using digital self-help tools, chatting with an online sales rep, or visiting you in person, you can present reassuringly consistent information.

Want to know more about how inriver facilitates a seamless e-commerce experience for your customers? Book a demo to see for yourself how inriver could transform your e-commerce approach.