B2B UX Design: eCommerce UI/UX Best Practices

Updated March 19  |  7 min read
Key Takeaways
  • B2B eCommerce UI/UX best practices focus on creating a seamless and intuitive experience for business customers.
  • Clear and simple navigation, with logical categorization of products and services, is essential. The interface should prioritize relevant information and facilitate efficient search and filtering options.
  • Personalized dashboards displaying order history, account details, and customized pricing enhance user engagement. Responsive design ensures compatibility across various devices, while intuitive checkout processes streamline transactions.
  • Integration with existing systems—such as CRM and ERP—enables seamless data exchange and automation. Additionally, providing comprehensive product information, interactive catalogs, and real-time customer support through chatbots or live chat contribute to an exceptional B2B eCommerce user experience.

The User Experience Drives the Success of Your Business

User experiences are just as important to B2B customers as they are in retail marketing. The reasons for this evolving trend can be attributed to the growing use of mobile phones to access the Internet and increased online ordering by people of every age and demographic group.

B2B decision-makers use their phones to buy retail products like other groups, so they've come to expect the same high-quality user features on business websites that they find in their business-to-consumer (B2C) shopping experiences. User experience or UX can be defined as everything that websites try to accomplish to encourage greater interactions between customers and business brands at various touch points along their browsing and buying journeys.

B2B Companies can customize each user journey with special website designs, varying levels of functionality, interactive characteristics, architectural details for navigating through websites, high-resolution images, videos, apps, and other features.

The user experience is defined by user research of actual users.

Together, these personalized and targeted efforts comprise the user interface, or UI. The best practices for designing UIs and UXs depend on a company's products, demographic profiles of its customers, and other people who actually use the site such as third-party vendors, resellers, distributors, purchasing managers, consumers, bloggers, social media members, etc.

Each website user might be a customer, company decision-maker, investor, employee, purchasing manager, or even a company executive who's screening companies for a potential business partnership. It's critical to create different customer segments to provide the features that educated guesses predict that visitor wants but with easy ways to correct any mistaken impressions quickly.

The Business-to-Business Difference

B2B websites must satisfy greater demands than consumer-targeting websites for many reasons. Buyers use websites to connect with third parties like shippers, vendors, and distributors to research products, check availability, and schedule deliveries of bulk orders.

B2B customers also want access to details of their accounts, abilities to customize orders, access to valuable support materials and technical specifications, and third-party contacts that help them choose and market the products that they buy. Buyers are also retail customers, so they can't help but be influenced by easy-to-use design features like those that they enjoy when shopping for personal goods and services.

What this means for B2B websites is that their UI and UX designs must be highly functional and as well-designed and personalized as those of B2C sites, sending users down a clearly defined path. That could mean providing a very different interface and experience for a children's clothing manufacturer than for a supplier of fitness equipment that interfaces with hospitals, clinics, or physicians for biometric monitoring.

Delivering a personalized and satisfying user experience to each customer is the major benefit of customizing a B2B eCommerce platform. Intuitive websites answer customers' questions before they even formulate them. Everything that each visitor sees and does on the site should reinforce the user experience with the right language, ideas, graphics, navigation architecture, automation features, and responsive screen displays for ease of use.

Statistical Support for B2B UX Design Strategies

The design process can improve user behavior on mobile devices.

One of the key marketing trends that affect B2B companies is that designs are becoming more personalized and adapted to individual users.

That means customers see different screens when they log in to websites or applications, and company stakeholders get very different sets of features and custom dashboards to manage administrative functions and collaborations. This highly personalized approach is essential because statistics suggest that 89 percent of businesses will compete primarily on providing better customer experiences over the next few years.

User Research, User Testing

The UI/UX is the engine that provides custom user experiences for each customer, and—after careful user UX research—B2B companies can design radically different interfaces for segmented customers, stakeholders, third-party contacts, distributors, and other business stakeholders. The interface is one area where developers can exercise their creativity and design skills to provide an experience that mirrors what B2C customers enjoy on user-friendly retail sites.

However, best practices for B2B developers designing interfaces involve using heuristic information and UX research on their habits that they gain through segmentation, buyer behavior, website analytics, trial-and-error, demographics, and interface testing on multiple device models.

Usability testing for the user interface development is vital for mobile devices.

Usability Customizations Based on Heuristics

Empowering comprehensive user research and getting approvals from multiple decision-makers and buying committees are the most important factors in designing user interfaces for B2B websites according to a comprehensive analysis that included website testing, focus groups, and field studies. Key findings also supported customizing interfaces based on the following heuristic information:

Matching Customer Profiles

Intuitive interfaces speak the user's language by using phrases and concepts that they understand. If targeting a sophisticated business buyer, don't speak as if trying to convince a trendsetting Fashionista. Information should be presented logically.

Code for Automatic Recognition

Customers who supply information or research products in one area of the website should not continually need to re-enter the same information. The interface should recognize what customers are investigating throughout their website journeys.

Maintain Standard Word Usage

Don't confuse users by using the same words for different things, confusing phrase variations, industry jargon, or complex acronyms without explaining what things mean in the content's context.

Proactive Error Prevention

Address potential navigation errors proactively, and include confirmation options to limit user mistakes.

Easy Control

Users are unpredictable despite careful analyses. If a customer wants to navigate to another area, make it easy to do so. Make it easy to leave any given section if users navigate to them by mistake.

Limit Unrelated Dialogs and Links

Seeing too many unrelated options and dialogs frustrates customers and waters down the impact of relevant suggestions and information.

User interfaces aren't static but dynamic tools that need to change based on evolving customer profiles, marketing trends, new product lines, technology advances, changes to the SEO best practices and ranking algorithms of search engines, and other criteria. B2B companies should strive to create dynamic, evolving eCommerce platforms that continually adapt, so it's perfectly acceptable to innovate in small ways, use trial-and-error methods, and adapt.

Best Practices for Delivering Superior User Experiences

Delivering more options to user interfaces depends on back-end development, website design features, site functionality, connections with third parties, product catalogs, and internal searchability features. User experiences, often abbreviated as UX, describe everything that's available for users on websites. Enhanced searchability is a big feature of user-friendly websites.

If a B2B company sells to plumbers, electricians, contractors, and other practical engineers, then product catalogs could be overwhelming. Designing a great user experience takes these customer problems into account and provides solutions such as product-locator wizards, custom searches by manufacturer, product type, product function, materials, specifications, and other searchable characteristics.

Business-to-business user groups require user research.

Robust B2B eCommerce platforms solve problems for buyers by focusing on different customer profiles and providing each demographic group of customers with the tools they need to locate products, pay for them, research substitutes, consult outside industry experts, set buying limits in their organizations and accelerate committee or multiple decision-maker approvals of orders.

Back-end customizations should maintain current inventories across multiple channels, provide versatile shipping options, show photos for product searches in real time, and display snippets of information to accelerate complex searches.

Front & Back-End UX Developments for B2B eCommerce

Enhance usability and remove pain points with usability testing.

Back-end customizations can offer users lots of functional options such as managing the advanced-approval ordering process, researching products in-depth directly from contacts with vendors or manufacturers, getting exact price quotes for special orders, performing multifaceted searches, exploring shipping options, and applying for flexible billing, paying and credit options.

However, the most important back-office use feature for most B2B companies is optimizing product searches. Designing a robust SKU table that includes alternate names, part numbers, manufacturer information, and recommended substitutions for discontinued products can provide daily benefits to harried customers and a B2B platform where expanded search functionality generates increased sales.

User interfaces drive the process of showing the right features to customers and delivering the same convenience that B2C websites offer. If the customers have been segmented correctly, they'll see what's most important to them when they log in on a mobile phone.

The process is an ongoing effort that needs to adjust based on new buying behaviors, seasonal buying habits, availability of new products, and other sources of information about customers that become available through strong back-office analytics.

Navigation and Self-Identification Features

The best features are useless unless people can find them and shorter digitally- and technologically-generated attention spans mean that people won't look for very long. For example, you might label product display pages for customers with boxes or buttons that read “Engineers,” “Custom Builds,” and “Manufacturers” to help people find the products they need faster. Numerous studies show that bounce rates can range from milliseconds to several seconds before digital wanderlust influences customers to go elsewhere.

Hit the highlights with a lean, clean design and logical navigation instead of adding lots of confusing features, links, and content. Most people are searching on their phones with small screens, and customers probably can't view much without scrolling. Appropriate graphics and illustrations are fine, but make sure that they tell the story of what's available when customers click on the link.

UI/UX Tips from B2B eCommerce Experts

Creating great end-user experiences and custom user interfaces begins by establishing trust with your customers, staff, support teams, and multiple stakeholders to build collaborative and long-term business relationships to address every user's pain points.

At Clarity Ventures, our UX designers have the technical skills to build custom features and interfaces that deliver focused and expansive user options, but more importantly, we work with your IT teams and stakeholders in the development process.

Contact us today to see how we can work with your IT staff and stakeholders to develop multifaceted search options, differentiated catalogs, custom pricing options, better customer-segmentation strategies, and other features that define a user-friendly, dynamic platform for B2B eCommerce.

Improving user satisfaction with the design process.

Get the Best B2B eCommerce Platform

Whether you're just getting started or already in the race, Clarity can develop and optimize the best eCommerce platform for your business according to your specifications and guide you on best practices.

Get in touch today for a free demo or a free, no-obligation demo or discovery session with our experts to go over your needs and find out what solutions would work best for your B2B organization.



Clear navigation is crucial in B2B eCommerce UI/UX because it helps users easily find what they're looking for. Logical categorization and well-structured menus enable efficient browsing and minimize the time and effort required to locate products or services.


Personalized dashboards provide business customers with a tailored experience. They can view their order history, manage account details, and access customized pricing. This level of personalization enhances user engagement and streamlines their overall experience.


Responsive design ensures that the B2B eCommerce website or platform is compatible with various devices, such as desktops, laptops, tablets, and mobile phones. This adaptability allows users to access and navigate the platform seamlessly, regardless of the device they are using.


Thorough user research is essential in UX/UI for optimal customer satisfaction because it uncovers user needs, preferences, and pain points, enabling designers to create tailored experiences. Understanding user behavior, goals, and contexts helps anticipate their expectations, leading to intuitive and efficient designs.

By identifying usability issues early on, through methods like user interviews, surveys, and usability testing, designers can iterate and refine interfaces to align with user expectations. This iterative process fosters empathy with users, ensuring that designs resonate with their mental models and workflows.

User-centric design increases customer satisfaction by delivering products that are intuitive, enjoyable, and meet users' needs effectively. Without thorough user research and the heading of user feedback, there's a risk of creating solutions that miss the mark, resulting in frustration, decreased usage, and ultimately, diminished user satisfaction and trust in the product.

Still have questions? Chat with us on the bottom right corner of your screen #NotARobot

Sitefinity developers can make custom widgets for Sitefinity DX.
Stephen Beer is a Content Writer at Clarity Ventures and has written about various tech industries for nearly a decade. He is determined to demystify HIPAA, integration, enterpise SEO, and eCommerce with easy-to-read, easy-to-understand articles to help businesses make the best decisions.