The 8 B2B e-commerce trends for 2023 

How has B2B e-commerce customer behaviour changed?

In any context, change can come gradually – in small steps – or suddenly and disruptively – ‘disruptive’, as the Anglo-Saxons would say. The pandemic has undoubtedly brought about a radical change in the global B2B e-commerce market.

In addition to the boom of the use of internet – with record numbers for e-commerce in 2020 and steady growth thereafter – COVID-19 has had a major impact on trade, due to the closure of many hubs and disruptions in the global supply chain. All of this has led to a shift in the buying behavior of e-commerce customers post-COVID. 

The web has now become the main stage for interactions, and customers expect more and more unique and personalized browsing experiences that simplify their choice and purchase process. This is an audience used to the use of digital tools, for this reason, they are extremely demanding.

What are the challenges for B2B companies?.

 In this context, the main challenge for B2B companies – which in a way underlies all the others – is precisely the transition to digital channels. But that’s not it: it is crucial not to lose sight of B2B e-commerce trends, which – if detected in time and well interpreted – can open the door to sustained business growth. 

In the following paragraphs, we will look into the Top 8 B2B e-commerce trends of 2023.

Mobile shopping and social commerce

 People are spending more and more time on their cell phones and, as a result, mobile sales are constantly on the rise: enabling customers to buy via mobile is now a necessity.

 In particular, social media selling, which allows companies to promote and sell their products on social networks without customers having to leave the platforms to buy, is growing steadily. This allows B2B companies to set up e-commerce directly on social media platforms. 

According to a Gartner study, around 46 % of consumers initiate their purchasing process through social networks, and the percentage rises to 97 % when we talk about young people from Generation Z (born from 1997). Therefore, it is clear that social commerce will be an increasingly crucial channel for brands in 2023.

Omnichannel strategy

Emerging more and more in the B2B market is the “omnichannel sales strategy,” which consists on offering customers an integrated buying experience across multiple channels. 

Today, B2B customers interact on average with suppliers through about ten different channels – email, face-to-face meetings, phone, supplier website, purchase department, mobile app, purchase department web portal, video conference, web chat, Google/web search – almost twice compared to five years ago, when the channels used were mostly email, face-to-face meetings, phone, supplier website and purchase department web portal. So it is clear that an omnichannel strategy enables B2B e-commerce to reach customers where they prefer to be found.

Customer service and chatbots

Customer service is often the only point of contact a customer has with an e-commerce and, as a result, brands need to make it a priority. Today’s customers are becoming more and more demanding and when they have a doubt about about a size, a shipping or return choice they want a quick response: no wonder why 87% of customers tend to abandon brands that don’t have an effective customer service.

This is why it is crucial to respond to customer inquiries in the right time, even at night or outside business hours, that is why the use of chatbots is increasingly becoming widespread within e-commerce.

Environmental awareness

Today, people are willing to spend more buying sustainable products and services from brands that care about the environment. By 2023, we will see many more sustainable products with eco-friendly packaging.

Among the many ways to pursue more respect for the environment there is the possibility to choose the type of shipping, for example, with the option “ship all items together in a single package”, while for companies it will be important to obtain certifications like B-Corp, which identifies companies that hold to the highest standards of social and ecological performance.

Augmented reality, virtual reality and artificial intelligence   

Among the biggest B2B eCommerce trends of 2023 are undoubtedly augmented reality (AR), virtual reality (VR) and artificial intelligence (AI), which are increasingly being used to promote products, speed up the purchasing process and enrich eCommerce content. Thanks to these technologies, customers can have an even better view of the products they are thinking of buying and the information related to them, increasing confidence and simplifying the purchase.

For e-commerce, augmented reality has completely changed the rules of the game and has made the user experience extremely satisfying. With this type of technology, customers can see the product they are buying and interact with it virtually, reducing the physical gap caused by online shopping.

Artificial intelligence and automatic learning not only enable consumers to have automated and personalized shopping experiences, but also help marketers collect data that allows them to better understand their customers. As a result, analytics allow campaigns to become increasingly more personalized and effective.

Optimization and supply chain management

Cost and speed on delivery, shipment control, return policies and product availability: some of today’s top priority value factors for retail customers are related to logistics.  

On-time delivery and order transparency are top priorities for e-commerce sellers today. Customers want to know if their order has been processed, in what stage it is and when it will be delivered, so fast and transparent communication is crucial to meet consumers’ expectations.

It is therefore clear that optimizing supply chain management will be one of the key trends in B2B e-commerce in 2023. Avoiding any disruptions in the supply chain – for example, by using distributors nearby or within the same region – and optimizing returns management will become key factors for companies in this regard.

More payment options and “Buy now, pay later”

Offering customers more payment options can make all the difference for an e-commerce.

One of the main reasons why shopping cart drop-off is, in fact, the difficulty of the checkout process: if it’s not easy for a customer to complete their purchase, they will look for a simpler online alternative. 

Instead of providing credit card details to every site they shop at, people prefer to use faster and more secure payment methods, such as PayPal, Apple Pay or Google Pay. In particular, PayPal has a market share in online payments of about 60%.  

Therefore, for e-commerce merchants, allowing flexibility with payment options is essential to avoid cancellation of the sale at checkout.  

In the context of increasing payment options, another B2B e-commerce key trend in 2023 will be flexible financial solutions, which makes it easier to buy even with limited budgets: one of these is the “Buy Now Pay Later” service, a true interest-free instalment payment. Until a few years ago, this type of payment could only be made with a credit card, while today there are many solutions, starting with short, interest-free digital payments.

New delivery modes: BOPIS and BORIS   

Finally, among the most interesting B2B e-commerce trends for 2023, we must mention some new delivery modalities, in particular those identified by their acronyms BOPIS and BORIS.

BOPIS (Buy Online Pick up In Store), which allows the customer to choose the product they want through a website or app, to place the order and decide the time and place to pick it up, avoid shipping costs and adapt the pickup to their needs, in peace. This way, virtual store and physical store are combined and the purchasing process is particularly convenient and practical for customers, increasing their loyalty. 

BORIS (Buy Online Return In Store). This reduces return handling costs and creates new sales opportunities in the physical store, again with the aim of combining the online and offline shopping experience.

Keep these top B2B e-commerce trends for 2023 in mind as you plan the new year. The pandemic has taught us that change can be disruptive: being prepared is an obligation we can’t avoid.