Factor “human” in e-commerce

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Customers are people, both in B2C and B2B

E-commerce will continue to grow in the coming years – especially in the B2B area. Small and large companies develop platforms that allow them to establish direct contact with their end customers (private individuals or business customers). Often, a distinction is made between business-to-business (B2B) and business-to-customer (B2C). But that does not have to be – no, it really should not be!

What differentiates B2C and B2B (still)?

How is a purchase made in an online shop? The motivations are usually different in B2C and B2C. For example: In private, many purchasing decisions are influenced by emotions, in the business sector, a concrete need is usually the trigger.

But the repeat rate and customer loyalty in B2B are higher than in B2C. But experts are sure: the borders will blur in the next few years. B2B commerce needs to learn from B2C in some areas.

“There is no B2B or B2C,” says Bryan Kramer. The business strategist and author of Human to Human: H2H explains: “There is no B2C or B2B – it’s Human to Human”. Because regardless of whether traders work in the B2B or B2C environment and no matter how big the external differences of the business may be: in the end, it is always “person-to-person.”

Kramer is convinced that in e-commerce, the customer should be the focus, not the product. To achieve this, it is possible to turn with different adjusting screws.

Much can be derived from the customer journey

Today’s customers are more complex than ever. In the B2C, it is common for customers to inform themselves on the net, on social networks, in specialist magazines, in various online shops and with friends before they make a purchase.

This behavior is also increasing in B2B: Business customers do not only obtain their information from the salesperson and from the product brochures. But also from specialist magazines and websites or via recommendations from the social networks.

That’s why it’s important for a business not only to have a good user experience on its website or its e-commerce platform, but also on all channels and all major touch points with the customer.


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