Why mobile commerce is the future for B2B

6 Mar 2019

According to Google, B2B buyers are getting younger (46% are 18-34 years old, 22% are 35-44 years old) and are now filling more and more senior roles. In addition, mobile internet usage has exploded. More than 50% of all searches come from mobile devices.

This is a big opportunity for your B2B organisation, especially when your buyers are spending more time on their mobiles and tablets than on their laptops. People are already used to shopping online, it’s a small step for these buyers to have the same, easy process when purchasing B2B products.  Your competitor is probably already looking at how they can provide the best user experience to their customers and adopting a mobile-first strategy. By opening a new channel of shopping for buyers, you offer value to your customers.

Mobile App

According to Clickz, “people with access to a smartphone or tablet now spend an average of three hours on them per day and 84% of all smartphone time is spent in-app”.

This means when developing an app for your B2B target audience, it’s important to create an exceptional buyer experience and personalisation is a great way of doing just that.

When a buyer opens the app they see personalised recommendations, based on their purchase history. This also makes it easier for them to go into their order history and re-order their products. Other functionality options are;

  • Sales reps utilising a mobile app on the go to access mobile catalogues and other sales collateral when visiting clients.
  • Multi-device and offline capabilities to allow sales people to access and interact with their content. Anytime, anywhere.
  • Quick access to share and download assets.

However, the most important benefit and one of the most powerful tools in the digital world at the moment is the use of push notifications. If done wisely, sellers can actively engage buyers with new products and offers on their phone. Research has shown that push notifications can boost app engagement by up to 88%.

Offering additional features and a lower price tag doesn’t work on the long-term. It involves optimizing the entire experience someone has when purchasing products and services on your B2B mobile commerce site.

It’s essential to deliver more value, faster and easier than the competition via a mobile-first B2B buyer experience.

author:

Jessica de Heij

date published:

6 Mar 2019