The research and advisory firm Frost & Sullivan predicts that by 2020, the B2B online market will reach twice the size of the B2C online market, generating revenues of $6.7 trillion. And, according to an Accenture study, 94% of B2B buyers currently conduct online research during the buying process.

If your company wants a piece of the pie, your eCommerce website must be “up to snuff.” But what makes a B2B website stellar? Here are 5 ways to ensure that your eCommerce site gives your customers what they want.

Integrate your eCommerce site with your ERP.

Integrating your eCommerce site with your ERP and other back-end systems improves efficiency. Your customers can order online anytime, and your customer service team will be able to do more than take orders – they’ll be able to focus on creating a positive customer experience in all facets. Integration also eliminates duplicate data entry and disparate systems that offer questionably accurate data, preventing errors and streamlining processes.

Offer customer personalization.

B2B buyers are accustomed to having agreements with their suppliers to get the best prices. Providing customized microsites for each of your distributors or high-profile clients will improve engagement; tailor sites to offer the specialized pricing and targeted discounts buyers expect.

Get in their heads.

A Demand Gen Report found that 96% of B2B buyers want content with more input from industry thought leaders. (They’re hungry for your expertise and knowledge, so feed them!) The B2B sales cycle is longer than the B2C sales cycle – often by months – so lead nurturing is as important as lead generation. Whitepapers, webinars, and newsletters are excellent ways to exchange content for contact information.

Offer a reorder option.

B2B customers frequently repeat their orders, but they’d rather not have to hunt through your eCommerce site every time they wish to do so. Save them time by offering a one-click reorder function; you can display their most recent orders on their account page so they can click and go.

Have a solid search functionality.

If your customers can’t find what they need, they’ll head to a competitor’s site without a second thought. B2B product catalogs are typically more extensive than B2C catalogs, which can be challenging for customers browsing for products. Don’t force visitors to know exact product names to find what they want – build your keyword search function so they can find what they need by features or descriptors like color, size, or brand.

When your eCommerce site incorporates the above functions, you’ll increase customer engagement, trigger more purchases, and generate repeat business – the core principles of B2B success. For more information about setting up your own eCommerce website, contact us today.