Enhancing Your Customer’s B2B eCommerce Experience

Written by ReTrans Freight

Enhancing_your_customers_B2B_ecommerce_experience.jpgWhen choosing an eCommerce platform or making improvements to an existing eCommerce site, it is important to consider how your customer will use the site if you want to maximize revenue. Expectations have grown and more B2B buyers require a simple eCommerce experience that mimics the consumer purchase model. More B2B shoppers are realizing that shopping online saves money, and there is an appeal to shopping whenever and wherever they want without having to contact a salesperson to initiate an order. Your website’s design and branding can have a huge impact on how often website visitors purchase. A website that's difficult for users to operate, doesn’t provide accurate information, or doesn't offer enough transparency can quickly drive business away.  A customer-focused eCommerce website will ultimately benefit both you and your customer.

The online customer experience is very important when it comes to whether or not a visitor will become a buyer, so eCommerce shopping carts are key to the success of your online business. Here are some shopping cart features that will help enhance your customer’s buying experience.

Good Photos and Product Descriptions

Knowing your customer should be your first priority. Does your customer care mostly about how the product looks, or about what it's capable of? We live in a visual world. Don’t underestimate the power of good photos and product descriptions. Online shoppers find images reassuring - it’s the next best thing to picking out the product in a brick-and-mortar store. However, too much text or too many photos can hinder a customer’s overall experience and might distract them from making a purchase.

Easy Access

Make it as easy as possible for your customer to access the shopping cart and the final checkout area. If it takes too long for the shopper to complete a purchase, they may get frustrated and give up.

On-Site Search

Shoppers expect online stores to allow them to search for a product and quickly find the product they want. If your eCommerce shopping cart does not include a search feature, your customer may simply decide to look elsewhere.


Ensure that your customers know they can trust your site’s security. Display privacy policies, security badges, anything that shows that your site is trustworthy and safe to log into and save information on.

Real-Time Inventory

enhancing_your_customers_b2b_ecommerce_experience_2.jpgeCommerce shopping carts should allow for real-time inventory management right on the product page, so your customers know early on if the item they see on their screen is actually in stock and available for delivery. There’s nothing more frustrating to a customer than going through the whole process of placing an order only to find out later that an item is not in stock.

Freight Calculator

If your company is running a website that sells large items that cannot be shipped through a small package provider, you should feature a freight calculator on your site. Your customers should clearly see the freight carrier options and costs associated with their orders in your eCommerce shopping cart. The cost of fuel and any special equipment needed to facilitate a shipment will add to the final freight cost.  Having a freight calculator tied into your eCommerce system with real-time freight rates will vastly increase the accuracy of your freight quotes and reduce the chances of any unexpected fees, which would be payable upon delivery. Customers shouldn't have to worry about hidden costs.

Shipment Status/Transparency

When shoppers order online through traditional parcel services like USPS or FedEx, they have the ability to see where their package is at every step in the process.  Customers are expecting this same level of detail from their B2B shipping as well. An eCommerce site that can give accurate and reliable ongoing status updates will go a long way with your customers.

Customer Support

If a customer has a problem when it comes to checkout, or a question about a product that is not answered on your website, it is important that you offer customer support with the option to call or email in the event of a problem. Not only will you gain more customers, you’ll retain these customers and get their positive recommendations. Users will continue to come back to your site again and again if they know you’re responsive to their needs.

By adding these simple features to your cart, your customers will be much happier with their shopping experience, readily return for future purchases, and you will see your online sales grow.

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