The hesitation that B2B businesses have to actually go mobile and into mobile commerce is the perception that their products are too complex to translate to small screen. But, in today’s world, businesses cannot just afford to invest in just one channel. As the younger generations join the workforce and start making buying decisions for companies, it is imperative that businesses have a mobile commerce platform for B2B too. It is a known fact that GenZ spends around 4 hours on the internet every day and 78% of them believe that mobile phones are their primary sources of access to the internet. The millennials aren’t far off with 74% of them thinking the same.
Mobile commerce finally seems to be moving into mainstream – even for B2B. Especially today, businesses need to have an omnichannel strategy where mobile, web and offline are included in the mix, as it empowers customers to make purchases on their terms and platforms of their choice. It’s a fact that around 80% of B2B buyers use mobile at work and more than 60% have used mobile for their most recent purchases. Mobile simply offers more speed, convenience and meets customer’s expectations instantly.
Here’s how you can (if you are already not) using m-commerce for B2B effectively:
Make mobile payments easy
Today’s shoppers want things quick and with minimal effort. The moment you add too many steps in the process, it increases your abandoned carts and bounce rates. Well, overly-complex mobile checkout processes have lost out on approximately $236 billion a year in potential sales. So, just as B2C companies would make checkouts easy for customers who shop on the go, it’s important for B2B companies too to make checkout easy and add all the known B2B payment options.
Responsive is important too
It’s a fact that more than 90% of buyers who reported a superior mobile experience said that they were more likely to buy again. Those with poor mobile experiences will not venture close by again. The mobile commerce scenario will be more or less dependent on the mobile web experiences too. So, even if you are B2B, make sure that your mobile experiences are customer friendly.
Personalized experiences matter to B2B customers too
Understanding your customers and customizing their experiences is not only good for B2C, but also for B2B – or may be even more important for B2B customers. From a B2B perspective, the right personalized experience will show your potential buyers their preferred products and services. For example, showing visitors a personalized home page based on their recent Google search etc.
B2B companies can gain more out of mobile commerce if they master the art of m-commerce. The world is shifting from “mostly web” to “everything mobile” and so is the buying power – where are you?