Delighting B2B Buyers with Consumer-Like Experiences

B2B buying is complex, as buyers must manage multiple fulfillment requirements during the purchasing process, often involving large, multi-product orders. To delight modern B2B buyers, merchants must simplify and expedite the personalization of their requirements and preferences, such as desired delivery timeframes or order consolidation needs. By offering greater personalization—similar to B2C companies—B2B merchants can ensure that buyers’ orders are fulfilled according to their specific needs, thereby building confidence and trust in the merchant relationship.

Just like in B2C experiences, B2B buyers need assurance before placing orders to confirm that they will receive their items on time. B2B merchants can meet this need by providing timely and accurate information about inventory availability, delivery date options, and delivery projections before order placement. This business capability requires a robust order management infrastructure that allows merchants to deliver precise information about fulfillment details, including item availability and expected delivery times. The benefits of adding these capabilities can be significant for B2B merchants, including increased sales conversions, larger order sizes, and improved buyer satisfaction.

In B2B order fulfillment, issues like delayed orders can significantly impact customers, affecting project deadlines and revenue streams. Similar to their B2C experiences, B2B buyers desire real-time visibility into order statuses and delivery timelines to make informed decisions and prevent business disruptions. However, many B2B buyers (nearly 66%) report that tracking and managing order fulfillment can be challenging.

Delivering the necessary order fulfillment transparency can be difficult for B2B merchants, especially if they utilize multiple enterprise resource planning (ERP) systems across a complex multi-node fulfillment network. Modern B2B order management solutions can provide a unified view of fulfillment in various forms, such as on-demand self-service access and proactive notifications. By eliminating blind spots in the supply chain and facilitating insight-driven decision-making, B2B merchants can enhance service levels and reduce operational risks, ultimately building customer trust and loyalty.

Post-order fulfillment control takes transparency further by allowing B2B buyers to act based on fulfillment information. Modern B2B buyers expect to have complete control over order fulfillment outcomes, like their experiences with many B2C companies. Merchants must provide self-service tools for buyers to modify in-progress orders or manage fulfillment exceptions—such as shipping delays—on their terms. These tools should guide buyers through decision-making, enabling them to make informed choices easily. Buyers can then swiftly modify shipping locations, adjust delivery schedules, or request order holds, ensuring that their orders align with their operational needs. Given the long lead times often associated with B2B orders, this capability adds substantial value by empowering buyers to adapt fulfillment to their evolving business requirements.

Omnichannel interactions are standard in B2C commerce, and modern B2B buyers expect the same in their B2B purchasing experiences. Omnichannel interactions involve providing consistent experiences across various interaction channels. In the B2B context, this means that buyers can engage with their wholesale or distribution partners through multiple channels—such as ecommerce/self-service options, or directly with salespeople or customer service representatives. Regardless of the interaction channel, B2B buyers should receive consistent information and experiences that cater to their needs. For instance, views of inventory availability, delivery-date projections, order status, and opportunities for order modifications should be consistently accessible through all channels. Omnichannel interactions enhance information transparency and buyer control, fostering greater loyalty among B2B merchants.