Digitization is changing our lives. E-commerce is of great importance nowadays and more and more sales transactions are being processed over the Internet in both the B2C segment and the B2B segment. Although customers from both segments have a lot in common, there are a number of important differences that shop owners should be aware of.
Everyone who regularly goes on a private shopping spree on the Internet has become accustomed to benefits such as good user guidance, an attractive design and fast loading times. Therefore, these criteria are also expected in the B2B environment and must be guaranteed accordingly. However, the nuances between B2C and B2B are particularly evident when it comes to motivation, goals and framework conditions for online shopping.
Emotional And Rational Purchasing Decisions
The classic B2C customer is usually guided by emotional influences on his virtual shopping tour. Online shopping here is a private pleasure and the customer is accordingly open to stimuli that target his emotions. These can be obvious details such as particularly attractive image material or unusual designs or hidden subtleties such as the color of a call-to-action button. The situation is different for B2B customers. He is on the road in a commercial context and is therefore much less guided by his feelings and emotions. The main thing here is a rational purchase decision, in which the hard facts of the product play a much greater role.
But be careful: B2B customers are also people with emotions. Feelings can be pushed into the background during the shopping process, but they can never be completely suppressed. B2B online shops can also positively influence the purchase decision by specifically addressing emotions. Above all, addressing and dealing with the customer play an important role. A professional ecommerce agency like into Commerce from Wiesbaden can support shop operators with brand work in this area in order to influence even rational purchasing decisions by B2B customers through emotional signaling.
Short-Term And Long-Term Customer Relationships
B2C customers are always looking for new, exciting shopping opportunities and products. B2C shop operators have to adapt to this. A varied range with constantly new products helps to inspire customers again and again and to invite them to browse. A B2C customer searches, finds and disappears. Things are different in the B2B sector. This is not about satisfying a short-term shopping mood, but about long-term customer relationships. A B2B buyer, once he has found a good and reliable dealer, does not want to change again so quickly. The renewed search for offers is associated with a lot of time and money, which should be avoided at all costs.
Short And Long Decision Chains
The B2C customer is usually on the road for himself and on his own account. He himself decides which product he chooses and does not have to justify his decision to anyone. This looks completely different in the B2B environment. The buyer has much less freedom here. In most cases, a purchase decision has to go through a long chain of decisions in which not only superiors, but often also colleagues and other departments have a certain say. There is pressure to satisfy everyone involved, which often results in a compromise. Transparency is therefore an important criterion for B2B shop operators when it comes to product features, the ordering process and pricing.
Cozy Hobby And Efficient Work
Sit comfortably with the hot coffee in your hand on the comfortable couch and browse through the range of an online shop at your leisure. What is normal for B2C customers is a distant utopia for B2B buyers. While shopping in the B2C sector is a pleasant hobby – for which one likes to take a little more time – appointments and deadlines prevail in the B2B sector. Fast and efficient handling of order processes is essential here and should have the highest priority in the online shop.
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