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Top 6 Things Customers Expect in B2B Online Shopping

b2b online shopping

In the last couple of years, we not only witnessed a transformational shift in the global business paradigm but also accelerated several evolutionary leaps. Numerous companies have embraced teleworking and consumers across diverse domains are embracing online shopping like never before. This transformative scenario catalyzed an unprecedented surge in e-commerce sales, galvanizing businesses of all types.

Amidst this surge, the role of B2B online shopping has emerged as pivotal, reshaping the expectations of today’s business-to-business (B2B) buyers and redefining their interactions with suppliers and partners.

A New Era of Expectations

The discerning B2B buyers of today are progressively more exacting in their demands, largely owing to the heightened expectations cultivated through their experiences in the B2C sphere.

They now anticipate features and experiences reminiscent of their personal lives. As a result, B2B online shopping trends start showing up, tailored to different industries and target expectations. Some of these trends being:

1. Mobile-First Websites

While the bulk of B2B sales may still unfold on desktops due to their complex nature, the initial phases, such as research and evaluating alternatives, often occur on mobile devices. Thus, it’s crucial to ensure that your website’s design is responsive, seamlessly adjusting to varying screen sizes.

By minimizing navigational frustrations, you can effortlessly enhance the B2B online shopping experience, even for potential customers on the move.

online shopping

2. Personalized Experiences

The digital landscape empowers us with an unparalleled advantage: the ability to gather and manage extensive customer data. Leveraging this information enables the creation of personalized, value-enhanced experiences that make customers feel truly valued.

Recommendations based on previously viewed products, retargeting campaigns for unpurchased items, and abandoned cart reminders can all enhance customer engagement. However, it’s paramount to adhere to international GDPR standards to ensure responsible data collection and management.

3. Flexible Payment and Shipping Methods

Flexibility in payment and shipping methods is an imperative shared by both B2B and B2C e-commerce.

In B2B, where transaction values are higher, offering multiple payment options is pivotal. Moreover, as European consumers exhibit a strong preference for diverse delivery choices, accommodating multiple shipping methods linked with different carriers is essential to cater to individual preferences.

payment method

4. Voice-Based Online Shopping

With voice commerce taking center stage in the e-commerce realm, it’s no surprise that conversational commerce is gaining prominence.

As per Global Market Insights, the sales of smart speakers are projected to surpass $30 billion by 2024. Although the adoption of voice commerce in B2B might be slightly delayed compared to B2C, given the complexity of products, its relevance is undeniable, making it a trend to watch.

5. SMS E-Commerce:

While email marketing has its place, SMS marketing offers a more personalized and engaging alternative. It seamlessly extends the mobile-friendly e-commerce landscape, providing a more intimate channel of communication.

It’s important to remember that SMS strategies can extend beyond existing customers who have already provided their phone numbers, opening doors for tailored marketing campaigns.

sms ecommerce

6. Blockchain Technology

The buzz around blockchain technology has likely reached your ears if you’re part of the online domain.

Blockchain is a decentralized data structure that records transactions securely, transparently, and reliably. Its application in e-commerce addresses the perennial concern of trust, offering an incorruptible ledger to track transactions. The immutability of blockchain data establishes an unparalleled level of reliability, fostering a sense of security among consumers.


As we gaze ahead, the horizon of online shopping is adorned with promising trends. The dynamic interplay between B2B and B2C trends, enhanced by technological innovation, presents a mosaic of opportunities for businesses.

As we navigate this transformative landscape, platforms like Twoosk offer a marketplace to seamlessly bridge the gap between these trends and your business, ensuring that you stay at the forefront of B2B online shopping and meet the ever-evolving expectations of your customers.

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