Business Evolution Propelled by Changes in Generations, Affecting Business-to-Business Transactions
In the rapidly evolving landscape of business-to-business (B2B) commerce, personalization and digital transformation are no longer optional—they are essential. Gartner's prediction that 80% of B2B sales interactions will occur online by 2025 highlights the urgent need for manufacturers to adapt.
To bridge the gap between current online B2B sales and the predicted future, a shift towards customer-centric digital approaches is necessary. This shift involves creating personalized shopping experiences, designing user-friendly eCommerce platforms, integrating digital tools, addressing diverse buyer generations, and adopting flexible and scalable technologies.
Personalized shopping experiences are key. Utilising AI-powered analytics, manufacturers can understand buyer behaviour and tailor product recommendations based on purchase history, company needs, and industry specifics. Customized catalogs, pricing, and promotions can be offered, while quick reordering and saved orders facilitate repeat purchases and streamline buying cycles.
Ease of use is another critical factor. Intuitive navigation, predictive search, and filters help customers quickly find products. Rich content such as product details, how-to guides, case studies, and customer reviews support informed decision-making. Website speed and security are paramount for building trust and improving user satisfaction.
Integrating digital tools and automating workflows can significantly improve efficiency. Connecting eCommerce platforms with ERP and CRM systems enables real-time data flow, inventory updates, and streamlined order processing. Automating order entry, billing, and invoicing reduces errors and improves efficiency. Self-service portals can accommodate complex B2B needs like bulk ordering, multiple user roles, and personalized workflows.
Understanding and catering to diverse buyer generations is crucial. Younger buyers expect mobile-friendly, seamless, and personalized digital experiences, while more experienced buyers may value detailed product information and reliable service. Training sales teams to work in conjunction with digital tools and offering personalized support when needed can strike a balance between automation and human interaction.
Adopting flexible and scalable technologies is also essential. Moving away from legacy systems to composable, headless commerce platforms allows for customisation without sacrificing functionality. Hybrid B2B/B2C models can serve diverse customer demands, and prioritising sustainability and ethical practices can influence buyer decisions across generations.
By focusing on these areas—personalized, seamless experiences powered by AI and automation, integrated with enterprise systems, and tailored to the expectations of varying buyer generations—manufacturers can accelerate the transition to online channels and capture the predicted 80% B2B eCommerce share by 2025.
The generational shift in B2B buying behaviour is creating a demand for personalized digital commerce solutions. A one-size-fits-all solution doesn't work in B2B commerce due to its complex nature. The time to lead in personalized digital commerce is now.
While 71% of B2B buyers are digital natives, 29% of the B2B buying population are Gen X and older buyers who didn't grow up with the internet. Businesses should track how buyers respond to new features and adjust accordingly. Personalization based on the buyer persona and buyer journey is paramount in B2B commerce.
Seventy-five percent of all B2B buyers prefer online ordering over all other B2B sales channels. Automation features can help buyers eliminate out-of-stock challenges and differentiate B2B sellers in a commodity environment. A majority of B2B buyers today are Millennials or Gen Z, ranging in age from 18 to 45. Eighty-one percent of B2B buyers wish they could purchase more online than they currently are able to.
By understanding the challenges of today's buyers, personalizing the experience, and staying nimble in implementation, companies can build a more effective e-commerce strategy. As of the tail end of 2024, the percentage hovered around 30%. However, with the right strategies in place, manufacturers can position themselves to capture the predicted 80% B2B eCommerce share by 2025.
Technology and personalization play a crucial role in the future of business-to-business (B2B) commerce. Leveraging AI-powered analytics, manufacturers can utilize technology to tailor product recommendations and create personalized shopping experiences based on buyer behavior, purchase history, company needs, and industry-specific requirements.
To target diverse buyer generations, businesses should use technology to develop digital commerce solutions that cater to the preferences of both digital natives and those who are not as tech-savvy. By adopting technology and tailoring digital experiences, manufacturers can stay competitive in the increasingly online B2B market.
