Today's buyers are regularly making large and sophisticated purchases using multiple channels. Exceeding their expectations is going to be one of the major challenges for B2B ecommerce companies in 2022.

Complex approvals, payment methods, and fulfillment options all have to be accommodated seamlessly. Buyers may want to start their purchasing process on a mobile device, then speak to a salesman and complete their transaction on their desktop computer. That means your ecommerce website, mobile services, face-to-face and telephone interactions all have to be fast, effective, flexible and integrated.

Where do cellular devices fit in to B2B ecommerce?

The use of mobile devices in B2B ecommerce is growing rapidly and so are conversions. There might be many explanations for this trend but it's clear that, where mobile channels work nicely, buyers will choose to use them. They should be easy, convenient and fast.

Eight out of ten B2B buyers are using a mobile phone for their work and 6 from ten state that their use played a substantial role inside a recent professional purchase. Buyers also state that their work-related mobile use is increasing.

Google has reported that 50% of B2B online inquiries are now made using a smartphone, and that figure is expected to grow, rising from 2 to 3 hours a day by 2022.

Making mobile a strategic choice for B2B ecommerce

B2B sellers who are taking their mobile opportunities seriously are seeing significant results. Searches, traffic to their ecommerce site, lead generation and transactions have all increased, resulting in a typical 42% of their revenue being attributed to mobile engagement.

Mobile sales can be completed faster, accelerating the procedure by as much as 20%.

All of the results in an improved buyer experience which will build loyalty and boost the lifetime value of your visitors.

How to create mobile effective for B2B ecommerce

Of course, making sure mobile is an efficient channel will need purchase of technology, design, promotion and staff training.

Buyers must find the experience superior to your competition and this will have to include fast load times, a customized experience and mobile-specific content such as video, podcasts and purpose-designed infographics. You can also use capabilities of mobile devices for example location and also the camera to improve the experience.

You will even need robust business ways to understand how many transactions include mobile devices and overall your conversion rates.

By carefully monitoring mobile activity throughout the shopping process you will be able to identify what exactly where mobile devices are commonly used. You'll also be able to see where your sales representatives and customer services team can also add value.

B2B buyer trends and preferences

B2B buying isn't static. Buyers are constantly affected by their experiences in the business to consumer marketplace and also the rapidly expanding capabilities of cellular devices.

Investing in B2B mobile engagement may not immediately improve conversion rates. As with all other new marketing initiative, you will find early adopters. They could be small in number, but the insight they can give you about how to refine and increase your approach can be invaluable.

By taking the initiative now, you'll achieve an important advantage within the B2B ecommerce marketplace.