B2B eCommerce Website Expectations | Clarity

Must Have B2B eCommerce Site Features 

Meeting customer expectations with your B2B eCommerce website

B2B eCommerceIn order for any business to succeed, they must meet or exceed customer expectations. This is especially true for B2B eCommerce businesses, which are constantly evaluated by business buyers before they will even consider buying from the business. Your B2B eCommerce website will be the first place potential customers come in contact with your brand, and will heavily influence whether they choose to learn more about your business and purchase your products or pass on you. Meeting buyer’s expectations, which are being more and more influenced by their experiences in B2C eCommerce, when it comes to your website is crucial to building a relationship and gaining a new customer. Below are four of the main elements that buyers expect from B2B eCommerce sites.

Professional Design

One of the first things buyers notice when they visit an eCommerce site is design. Buyers expect a B2B eCommerce site to have a clean and professional design that makes it easy to look at and understand. Your website shouldn’t be boring and plain, but it also shouldn’t be overdone with automatic videos, multiple ads, and dozens of menus and sections, all fighting for attention. Your site’s design should also include easy navigation and search tools that help the buyer find exactly what they are looking for in as few clicks as possible.

ContentComprehensive Content

Informative and extensive content is one of the major items that B2B buyers expect from a business to business eCommerce site. The main content customers want is thorough contact information. According to KoMarketing and Huff Industrial Marketing’s 2015 B2B Web Usability Report, 44% of buyers will leave the site if they can’t find the business’s contact information. Buyers also want to see “About Us” sections and company information included on the sites they are considering purchasing from. FAQ pages, reports, articles, and case studies are all examples of great content that help convince buyers that your business and eCommerce site are worthy of their business.

Detailed Product Information

B2B buyers are coming to your eCommerce site to buy something, so it is easy to reason that they would expect your website to include detailed product pages and information. They want your product pages to include thorough product descriptions, numerous images of the product, the product specifications, and product reviews from actual customers. If you want buyers to purchase your products, you need to provide them with every available piece of information you have about the products to help them feel like they are making the right choice.


As it has become almost ubiquitous in B2C, B2B buyers now expect personalization from B2B eCommerce sites. When customers log onto your site, they want to be able to see products that are recommended based on their search and buying history. They also expect to be able to easily check an order’s status or reorder with just a few clicks. Especially important for B2B is that buyers expect to see any customer specific price displayed on the product pages when they view your products. Seeing a different price than what is expected is a frustrating experience for a customer. Personalization is quickly becoming a requirement for B2B eCommerce sites.

Clarity Can Help 

For nearly a decade, Clarity has been creating custom eCommerce websites for B2B businesses. We know the ins and outs of developing successful business to business eCommerce sites. Our team of expert developers has worked with numerous clients to help them develop an eCommerce site that works for their businesses and fulfills the needs, wants, and expectations of their customers. To speak with an expert about creating or enhancing your business’s B2B eCommerce site, call or click to contact us today!