{"id":31734,"date":"2022-07-27T17:28:39","date_gmt":"2022-07-27T15:28:39","guid":{"rendered":"https:\/\/www.striped-giraffe.com\/blog\/b2b-e-commerce-erwartungen-vs-realitaet\/"},"modified":"2023-03-06T13:26:00","modified_gmt":"2023-03-06T12:26:00","slug":"b2b-e-commerce-reality-falls-short-of-expectations","status":"publish","type":"post","link":"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/","title":{"rendered":"B2B E-commerce \u2014 Reality Falls Short of Expectations"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;1\/3&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_column_text]<\/p>\n<style>h3 {font-weight: bold;}<\/style>\n<h3><span style=\"color: #ef6c00;\"><strong>Digital transformation is increasingly raising B2B buyers\u2019 expectations for their e-commerce experience.<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;][vc_column_text]For the first time ever, e-commerce has become the number one channel for B2B purchases.<\/p>\n<p>Already half of B2B buyers say they regularly use online stores to place orders, compared to only 28% two years ago. E-commerce now outperforms email, phone and even sales reps as the most popular channel.[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_single_image image=&#8221;31782&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]This makes it all the more surprising how much this channel is still neglected in many companies.[\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;31794&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]The main reason lies in the unsatisfactory condition of today\u2019s B2B portals. You can hardly find a B2B buyer who has not encountered some issues with their online shopping experience.<\/p>\n<p>Most of the frustration comes from insufficient or missing features, such as the ability to track deliveries, up-to-date and comprehensive product descriptions, an intuitive checkout, the ability to repeat orders, or easy access to order history and account information.[\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;31806&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]One costly result of customer dissatisfaction is switching suppliers. 90% of B2B buyers say they would turn to a competitor if a supplier\u2019s digital channel did not meet their needs. And in practice, most actually do. Over a half of businesses (53%) have switched suppliers for all purchases in the last 12 months. <a href=\"#1\"><sup>(1)<\/sup><\/a>[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_single_image image=&#8221;31848&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]Therefore, a key consideration for B2B sellers today is no longer just to have an online store, but to offer the best possible CX online. And that requires investments in technology.<\/p>\n<p>More and more B2B sellers seem to understand this, making digital commerce tech one of their priorities, with investments in e-commerce software at the forefront.[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_single_image image=&#8221;31824&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;25px&#8221;][vc_column_text]However, the high level of customer frustration indicates that even with the right software solution, B2B companies often fail to implement it properly.<\/p>\n<p>The biggest challenge turns out to be integration with other systems. And without it, self-service, automation or providing a consistent experience across all channels is not possible.[\/vc_column_text][vc_empty_space height=&#8221;25px&#8221;][vc_single_image image=&#8221;31836&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;link_image&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text]These challenges can be solved best with an experienced service provider who specializes in B2B portals. [\/vc_column_text][vc_column_text]<a name=\"1\"><\/a>[\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;][vc_column_text]&#8212;&#8212;&#8212;&#8212;&#8212;<\/p>\n<p>(1) Source: \u201cThe B2B Future Shopper Report 2021\u201d, Wunderman Thompson, 2021[\/vc_column_text][\/vc_column][\/vc_row][vc_row content_placement=&#8221;middle&#8221; css=&#8221;.vc_custom_1659456453489{margin: 0px !important;padding: 0px !important;}&#8221;][vc_column][vc_column_text]<\/p>\n<h2 class=\"headline_introduction\" style=\"text-align: center;\">Here is more great content you might like:<\/h2>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;10&#8243; equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1659459337585{margin-bottom: 0px !important;}&#8221;][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458580636{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659458596115{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>BLOG<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-supports-sales-reps-instead-of-replacing-them\/\">B2B e-commerce supports sales reps instead of replacing them<\/a><\/h3>\n<p>Many traditional salespeople in B2B companies have reservations about e-commerce because they perceive the digital sales channel as competition. Yet it can be their most useful tool.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-supports-sales-reps-instead-of-replacing-them\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458650805{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659459181651{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>GUIDES<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/ecommerce-evaluation-guide-01\/\">E-commerce solution selection<\/a><\/h3>\n<p>Download our two free guides to get an in-depth analysis of the key factors behind choosing the best technology solution for your e-commerce platform.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/ecommerce-evaluation-guide-01\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458695115{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659459191773{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>E-BOOK<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/ebook-b2b-commerce\/\">B2B commerce \u2013 more than just an online shop<\/a><\/h3>\n<p>To meet the expectations of business customers, B2B platforms should include multiple functionalities and capabilities that cannot be found in online retail stores.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/ebook-b2b-commerce\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458705058{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659458719099{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>BLOG<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/how-to-equip-your-e-commerce-platform-for-b2b-success\/\">How to equip your e-commerce platform for B2B success<\/a><\/h3>\n<p>An increasing number of business customers prefers online channels for purchasing and customer service. And you should be well prepared in order to keep up.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/how-to-equip-your-e-commerce-platform-for-b2b-success\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row gap=&#8221;10&#8243; equal_height=&#8221;yes&#8221; css=&#8221;.vc_custom_1659459135180{margin-top: 0px !important;}&#8221;][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458996595{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659459208405{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>CASE STUDY<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/hilti-case-study\/\">Enabling B2B customer self-service<\/a><\/h3>\n<p>By installing simple, step-by-step self-service functions and comprehensive process automation, Hilti has succeeded in significantly reducing the workload of its customer service staff.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/hilti-case-study\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1659458982546{background-color: #efefef !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1659459225527{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 0px !important;padding-left: 20px !important;}&#8221;]<\/p>\n<p style=\"margin: 0; padding: 0;\"><strong>BLOG<\/strong><\/p>\n<h3 style=\"margin: 10px 0 20px 0; padding: 0;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/10-aspects-to-consider-when-choosing-an-e-commerce-solution\/\">10 aspects to consider when choosing an e-commerce solution<\/a><\/h3>\n<p>Deciding on the right technology is the first important step in planning a new e-commerce site.<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/10-aspects-to-consider-when-choosing-an-e-commerce-solution\/\">MORE &gt;<\/a><\/p>\n<p>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243;][\/vc_column][vc_column width=&#8221;1\/4&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;1\/3&#8243;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_column_text] Digital transformation is increasingly raising B2B buyers\u2019 expectations for their e-commerce experience. [\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;][vc_column_text]For the first time [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":31860,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[123],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B E-commerce \u2014 Reality Falls Short of Expectations - Striped Giraffe<\/title>\n<meta name=\"description\" content=\"Digital transformation is increasingly raising B2B buyers\u2019 expectations for their e-commerce experience.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B E-commerce \u2014 Reality Falls Short of Expectations\" \/>\n<meta property=\"og:description\" content=\"Digital transformation is increasingly raising B2B buyers\u2019 expectations for their e-commerce experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\" \/>\n<meta property=\"og:site_name\" content=\"Striped Giraffe\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-27T15:28:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-06T12:26:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.striped-giraffe.com\/wp-content\/uploads\/2022\/07\/2022-07-28-B2B-E-commerce-systems.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Striped Giraffe Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Striped Giraffe Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\"},\"author\":{\"name\":\"Striped Giraffe Team\",\"@id\":\"https:\/\/www.striped-giraffe.com\/de\/#\/schema\/person\/21314fc1f246d9b252c9fa2fbb6e85fa\"},\"headline\":\"B2B E-commerce \u2014 Reality Falls Short of Expectations\",\"datePublished\":\"2022-07-27T15:28:39+00:00\",\"dateModified\":\"2023-03-06T12:26:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\"},\"wordCount\":1033,\"publisher\":{\"@id\":\"https:\/\/www.striped-giraffe.com\/de\/#organization\"},\"articleSection\":[\"B2B\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\",\"url\":\"https:\/\/www.striped-giraffe.com\/en\/blog\/b2b-e-commerce-reality-falls-short-of-expectations\/\",\"name\":\"B2B E-commerce \u2014 Reality Falls Short of Expectations - 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