B2B eCommerce Market: Mapping the New B2B Buyer Persona

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Global B2B eCommerce Market Mapping the New B2B
Buyer Persona
On 31st October 2023, Google announced the
landing of mobile-first indexing. Also, Googles
previous findings suggest that 50 of B2B search
queries were made on smartphones in 2017, which
was slated to grow to 70 by 2020. Whereas
according to McKinsey Company, B2B mobile app
ordering increased by 250 amid COVID-19.
Simultaneously, as per Inkwood Research, the
global B2B eCommerce market is expected to record
a CAGR of 22.50 during 2023-2032 and is set to
garner 166315.23 billion by 2032.
Connect these dots and the need for staying
mobile-first to cater to B2B buyers is no longer
vague. Mobile visibility has thus become
increasingly important in B2B eCommerce for lead
generation. For instance, quicker replies to
inquiries and managing requests on tablets or
smartphones facilitate higher flexibility and
engagement. Similarly, purchase apps are gaining
popularity to gain swift and easy access to
suppliers. However, the new B2B buyer persona
expects more. Global B2B eCommerce Market
Mapping the New B2B Buyer Persona Digital has
tampered with the pivotal role the human element
plays between the consumer and business. Today, a
typical B2B buyer anticipates the same digital
features and experiences as that of a consumer.
As a result, they hold brands accountable for
frictionless mobile experiences irrespective of
their industry. Moreover, B2B buyers are
increasingly becoming tech-savvy. Mobile usage is
peaking, and multitasking has become the norm. In
addition, they are moving away from the desk.
Furthermore,
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COVID-19 has reinforced the concept of staying
productive while commuting or remotely through
mobiles. Says a senior vice president, Even
when Im at work in meetings, Im searching on my
phone while talking to vendors so I can move more
quickly. Another fortifying factor for
mobile-first is that mobile has moved beyond mere
increased usage to generating results for B2B
eCommerce. Mobile has accelerated the time to
purchase, further reducing costs and boosting
revenues. They can fast-track purchases through
enhanced team collaboration and efficient
decision-making, particularly during complex
purchases. Further, with regard to eCommerce,
B2B leaders are gathering higher levels of mobile
engagement and greater revenue, thoroughly backed
by actual transactions, lead generation, site
traffic, and search queries. B2B eCommerce
Markets Case in Point Selco Builders
Warehouses Project Tool Saga Selco Builders
Warehouse, a supplier of building materials,
encompasses over 60 branches, enabling
tradespeople and building contractors to choose
from more than 15000 building material products,
from power tools to kitchen sinks. Its business
has been flourishing since 1895. At the same
time, it has witnessed eCommerce success with
Adobe Commerce. However, its customers, the busy
tradespeople and contractors, are constantly on
the move. They need to multitask once they meet
with a potential customer, scribbling in notepads
and taking more time than promised to submit a
price. Overall, there is a risk of losing the
work. Selco thus decided to launch a tool to
reinforce tradespeople to engage in their
day-to-day project management activities
irrespective of their job location and optimize
time management. Selco developed the Selco
Project Tool that would leverage the Adobe
Commerce wishlist functionality and APIs to power
an innovative system, allowing users to manage
their trade projects using mobile phones. Through
the app, tradespeople could request a quote right
away, generating prices for customers within
minutes. Thus, Selco was able to close the gap in
the market by connecting its customer base with
what they needed. How can the B2B eCommerce
Market cater to the New B2B Buyer
Persona? Personalized experience is the answer
to the new B2B customer/buyer persona woes.
Therefore, B2B eCommerce companies should invest
substantial energy and time in understanding
their consumers purchase behavior. Particularly
the role donned by mobile. This also includes
assessing factors like the role of individuals on
the buying team and other key engagement
points. Moreover, B2B companies should design
simplified experiences for smartphone users. This
can be achieved by creating mobile-friendly
content. For instance, emphasis on podcasts,
infographics, and videos alongside including a
square vertical format with less text.
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Furthermore, companies can integrate their own
data from their mobile app with relevant data
from third parties like social media and business
partners. This will help them assemble a thorough
customer/buyer profile, including their
interests, needs, and priorities. Today, most
B2B purchasers, including enterprise customers
and small businesses, prefer limited interaction
with salespeople. Instead, they rely on digital
sources like third-party and suppliers websites,
social media, blogs, buyer reviews, and videos.
For which they use mobile phones to get such
information, particularly for social media and
search. As a result, such mobile-first, well-
articulated strategies can boost revenue
generation for B2B eCommerce companies, making it
a lucrative trend in the global B2B eCommerce
market. FAQs
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How does understanding buyer personas benefit
businesses in the B2B eCommerce sector?

• A Understanding buyer personas is crucial for
  businesses in the B2B eCommerce sector as it
  helps tailor marketing strategies and customer
  experiences. Buyer personas represent idealized,
  generalized profiles of target customers. By
  comprehending the specific needs, pain points,
  and preferences of different buyer personas,
  businesses can optimize their product offerings,
  messaging, and user experience, ultimately
  leading to more effective customer acquisition
  and retention.
• What is B2B eCommerce, and how does it differ
  from B2C eCommerce?
• A B2B eCommerce, or Business-to-Business
  eCommerce, refers to online transactions between
  businesses where goods or services are sold from
  one business to another. This differs from B2C
  (Business-to-Consumer) eCommerce, where
  businesses sell directly to individual consumers.