5 B2B E-commerce Trends, Platforms, & Strategies for 2023

5 B2B E-commerce Trends, Platforms, & Strategies for 2023

Last Updated:  
June 6, 2023

As we approach 2023, the B2B e-commerce landscape continues to grow and evolve.

Buyers' priorities and purchasing habits are shifting, resulting in a focus on improved management technology, as well as a preference for ordering and paying through digital commerce. 

This shift is why e-commerce continues its upward trend. 

To stay competitive in this fast-paced industry, B2B business owners such as yourself must recognize and adapt to the changes shaping the future of B2B e-commerce.

Below are some of the top trends, platforms, and strategies you should capitalize on. By implementing these trends in your business processes, you can potentially generate more customers and sales.

B2B e-commerce trends # 1 - personalization and customer experience

As we move into 2023, personalization is increasingly important in B2B e-commerce.

It’s easy to treat customers as merely numbers; however, personalization can increase sales and customer loyalty.

The first thing you can do is provide tailored experiences that cater to the unique needs and wants of your clients, both in digital and physical retail environments.

Implement strategies such as product recommendations based on browsing and purchase history or targeted messaging that resonates with different customer segments. 

You can also reverse-engineer this process by identifying roadblocks to personalization and finding ways to overcome them. 

Examples of roadblocks that your B2B e-commerce business experience include the lack of awareness about personalization opportunities, cumbersome processes, and legacy e-commerce platforms. 

To address these challenges, companies should evaluate their current systems and consider investing in more advanced technology solutions. From here, set up systems that address these issues and support personalized customer experiences.

Part of the system that will  improve your personalization efforts is product analytics. By measuring how engaged visitors are on your website, along with their behavioral patterns, you can determine how to make your site pages resonate with your target audience.

Another integral piece of the personalization puzzle, customer self-service is among the top emerging trends in B2B e-commerce for 2023 you must consider. 

This trend involves providing tools and resources for customers to manage their orders, track shipments, and troubleshoot issues. You can get access to these features depending on the platform or tools you’re using.

B2B e-commerce trends # 2 - artificial intelligence and automation

The increased use of artificial intelligence (AI) is evident not only in e-commerce platforms but also across other industries. 

AI tools like ChatGPT, Midjourney, and DaVinci are game changers in various online businesses. In e-commerce, this tech stack enables you to optimize customer experiences and improve operational efficiencies in B2B eCommerce. 

You can use ChatGPT to create code to improve your platform performance, as well as write product descriptions and metadata of pages.

Other applications of AI in B2B eCommerce include:

  • Personalization: Consider this key factor before you open an online business. AI can analyze customer behavior and preferences, enabling businesses to deliver personalized product recommendations and promotions.
  • Chatbots and virtual assistants: Businesses use AI-powered chatbots and virtual assistants to provide real-time customer support, reducing wait times and improving customer experience.
  • Inventory management: AI algorithms help businesses forecast demand, optimize stock levels, and minimize the risk of stockouts or overstocking.
  • Pricing optimization: AI can analyze market trends and competitors' pricing strategies, enabling businesses to optimize their pricing for increased profitability.

Automation using AI is another crucial trend in B2B eCommerce, particularly in streamlining back-office operations such as order processing and fulfillment. 

This automation minimizes errors and saves time by managing routine tasks more efficiently. Implementing automation alongside AI can help B2B organizations improve overall decision-making.

B2B e-commerce platforms # 3 - mobile commerce and app development

As we move into 2023, the importance of mobile commerce in the B2B landscape continues to grow. B2B e-commerce platforms and apps are increasingly crucial for businesses.

First, companies should optimize their e-commerce websites for mobile devices to ensure a seamless user experience. This optimization includes responsive designs, quick loading times, and easy navigation tailored to a smaller screen. 

Additionally, businesses should invest in native mobile apps to provide an enhanced shopping experience for their customers.

One notable trend in mobile commerce is the rise of shopping apps. These apps have achieved even greater popularity during the peak of the COVID-19 pandemic when people couldn’t leave their homes. 

This example highlights the growing reliance on mobile devices for B2B transactions and the need for businesses to adapt their strategies accordingly. 

Your app should offer personalized content, push notifications, and location-based services to increase customer engagement and sales. Here are some key features to consider for B2B mobile app development:

  • Easy product search and browsing
  • Personalized recommendations and promotions
  • Secure and convenient payment options
  • Order tracking and history
  • Customer support and communication

Prioritizing mobile commerce and app development not only enhances the customer experience but also gives you a competitive edge in the evolving B2B marketplace.

B2B e-commerce strategies # 4 - sustainability and eco-friendly initiatives

As B2B e-commerce continues to expand, companies want to meet the demands of environmentally-conscious customers.

Sustainability and eco-friendly initiatives are increasingly important for businesses. 

A major trend involves investments in sustainable supply chains and operations, focusing on reducing waste and minimizing the carbon footprint of transactions.

One of the top sustainability initiatives is prioritizing eco-friendly packaging. This particular packaging trend reduces your carbon footprint and provides custom product packaging. This approach provides your customers with a more personalized experience of your brand.

Other examples include adopting renewable energy sources and implementing circular economy principles to minimize waste. 

B2B e-commerce platforms can also support this trend by offering features for businesses to track and measure the environmental impact of their operations.

They also promote sustainability by integrating features such as:

  • Product filters for environmentally-friendly options: Set up faceted navigation on your site to only show green products for discerning clients. This feature makes searching for their preferred products much easier, leading to higher sales.
  • Access to suppliers with green certifications: Working with certified and accredited vendors allows you to show customers your commitment to reducing your carbon footprint.
  • Real-time calculation of carbon emissions during shipping: Provide this information to prospects to make them aware of how their purchases impact the environment. If possible, provide environmental-friendly alternatives.

These initiatives not only improve businesses' sustainability performance, but also enable them to communicate their commitment to eco-friendly practices more effectively to their customers.

B2B e-commerce strategies # 5 - omnichannel selling and marketplaces

Omnichannel selling is an essential strategy for B2B marketing of eCommerce businesses in 2023. 

With B2B decision-makers increasingly viewing omnichannel sales models as more effective than traditional approaches, organizations must implement seamless and integrated experiences across different channels.

These experiences range from online marketplaces and websites to mobile apps and sales representatives. 

Many B2B organizations are also shifting to hybrid seller models, with representatives interacting with customers via video, phone, apps, and occasional in-person visits.

For example, prospects may initially reach out to you on social media but prefer taking the communication to video call. Then, they may want to meet in person, where you can present your sales deck. All these steps are necessary to convince them to ultimately work with you.

Not having any of these channels available in your marketing and sales could prevent you from building relationships with your audience, which lead to them becoming your clients as part of your marketing funnel.

Participation in B2B marketplaces is another important trend for 2023. Platforms like AliExpress and Alibaba allow businesses to reach larger audiences, find new customers, and expand their market share. 

If you’re selling B2B products in bulk, it only makes sense to set up an Alibaba account to create pages for each product and attract more sales there.

From here, integrate omnichannel marketing and sales strategies to attract potential customers and provide a seamless buying experience. 

To do this, include your contact details in the product pages or have a sales or customer representative on standby to reply to any queries prospects may have.

Other important strategies to consider for successful omnichannel selling and marketplace integration include:

  • Creating consistent brand messaging and design across all channels.
  • Implementing technology solutions that enable seamless data sharing and customer insights across platforms.
  • Establishing clear communication channels between sales and marketing teams to ensure a coordinated approach to customer engagement.
  • Optimizing product listings and content for improved searchability and conversion on B2B marketplaces.

By focusing on these strategies, B2B eCommerce businesses can thrive in 2023 and beyond, leveraging the power of omnichannel selling and marketplaces to drive growth and success.

Master B2B Ecommerce with Triple Whale

The B2B e-commerce landscape is evolving, and businesses must adapt to stay competitive in 2023. 

Below is a recap of the things B2B e-commerce owners need to keep in mind this year and for years to come:

  • Robust and versatile e-commerce platforms like BigCommerce make catering to both wholesale and retail customers much easier for businesses. 
  • Companies should consider emerging strategies such as integrating CRM systems, automating their sales process, and embracing advanced analytics for decision-making. This strategy allows them to remain agile and responsive to changing buying patterns.
  • Businesses should prioritize enhancing customer experience by offering seamless and personalized interactions across all sales channels using data-driven insights.

By embracing these trends and leveraging the right tools and strategies, B2B organizations can continue to thrive in 2023 and beyond.

Analyze your results to generate insights on how to improve your B2B e-commerce performance. 

Using Triple Whale delivers metrics that affect your bottom line so you can consolidate data in a single dashboard and make informed decisions efficiently.

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