17/11 Mobile Enterprise Commerce: The power of on-the-go business


3 minute read // E-commerce

You guys, we made it through our B2B basics the past week, rounding it up with a bit more details on how that works within a specific industry – fashion.

So now let’s look at a very important topic for the eCommerce world, something that some companies still don’t have in their view when building an online presence – mobile UX.

With that said, welcome back to our “November Enterprise Commerce” series! Today’s chapter will guide you through into the rapidly evolving mobile B2B commerce. Following our previous exploration of the fashion industry’s B2B transformation, we’re now shifting our focus to how mobile platforms are revolutionising business-to-business interactions.

Mobile B2B facts

Smartphones are nearly as essential as our wallets, if not even more… and the business world is rapidly adapting. Because if we face it – B2B buyers are still human. And shifting towards the want of a B2C-like experience doesn’t come out of the blue. By now 73% of the B2B decision-makers are millennials. The rise of mobile B2B commerce is a direct response to the changing demographics and preferences of modern business buyers.

The Wunderman Thompson report 2021 tells us that lots of people who buy things for businesses really want better experiences when they use their phones. What’s super interesting is that they are way more into using their smartphones for this stuff than other mobile gadgets like tablets or laptops.

Here’s how these business buyers like to do things:

  • 62% are all about using apps on their smartphones.
  • 56% like checking out websites on their phones.
  • 49% still use desktops or laptops.
  • 43% use apps on their tablets.
  • Another 43% go to websites on their tablets.

Big companies and teams are really driving this trend. This means if your business has a really cool app for phones, you’re more likely to grab the attention of these buyers.Also, the report shows that these business buyers are getting more into doing their business stuff on mobile devices and apps.

Google’s insights reveal that the new B2B buyer is typically under 35 and prefers online research over traditional sales interactions. With mobile commerce sales growing 200% faster than e-commerce overall, the message is clear: the future of B2B transactions is firmly mobile.

So overall, we are looking at a young generation, wanting to shape their work-life as seamlessly as possible and what better way to do this than giving them the opportunities on their phones.

Embracing the mobile shift

The transition to mobile B2B commerce isn’t just about keeping up with technology; it’s about aligning with the evolving preferences of decision-makers in businesses. These younger buyers are not only comfortable with digital platforms; they prefer them. The trend shows that over half of all business searches are now conducted on mobile devices, indicating a significant shift in how business decisions are initiated and made. This change is reshaping the landscape of B2B commerce, making mobile platforms not just an option but a necessity for businesses looking to stay competitive.

Implementing mobile Commerce in B2B

But with this knowledge we now need a starting point. Some best-practices kind of stuff. When it comes to implementing mobile commerce in the B2B sector, there are several key strategies businesses can adopt:

  • Optimised mobile websites: Ensuring that your B2B platform is mobile-friendly is crucial. This means fast loading times, easy navigation, and a responsive design that adapts to different screen sizes.
  • Personalised UX: Just like Alibaba’s app, creating personalized experiences for B2B buyers can significantly enhance engagement and conversion rates. This could involve tailored product recommendations or customized pricing options.
  • Streamlined checkout processes: Simplifying the checkout process on mobile devices is essential. This includes options for one-click purchasing and integrating various payment methods for ease of transaction.
  • Enhanced security measures: Given the nature of B2B transactions, ensuring robust security on mobile platforms is paramount. This includes secure payment gateways and data encryption.
  • Leveraging data analytics: Utilising data analytics to understand buyer behaviour and preferences can help in optimising the mobile B2B commerce experience.

Advantages of mobile B2B Commerce

The move to mobile platforms in B2B commerce brings numerous advantages. Firstly, it offers unparalleled speed and accessibility. Business deals that once required a desktop setup can now be initiated and concluded from anywhere, at any time, right from a smartphone. This mobility is particularly beneficial in fast-paced industries where time is of the essence.

Another significant advantage is the enhanced user experience that mobile platforms provide. This level of personalisation and ease of use, traditionally seen in B2C platforms, is now becoming a staple in B2B mobile commerce.

Moreover, mobile platforms streamline the transaction process. Features like one-click purchasing and integrated mobile payments simplify the buying process, making it faster and more user-friendly. Platforms like Shopify Plus are at the forefront of this transformation, offering robust and efficient mobile commerce solutions that ensure seamless transactions.

Shopify Plus is very ahead in this topic, making sure, mobile and desktop versions are always aligned and easily manageable. Within the Shopify B2B solutions, the mobile UX is always supported and not overlooked.

We’re looking at a mobile enhanced version of the world and so are our eCommerce platforms, making this evolution a lot easier for B2B-transactions.

Wrapping it up

This topic will definitely become more and more important to businesses operating in the eCom sector.

Key trends such as sustainability, data-driven decision-making, and customisation in product and service offerings are shaping the future of mobile B2B commerce. These trends underscore the need for businesses to not only adopt mobile commerce strategies but to continually innovate and tailor their offerings to meet the evolving demands of the market.

The takeaway of today: Providing a seamless mobile experience for your (potential) B2B customers you’re already halfway through a new client 😉

We at Flatline Agency, official Shopify Plus Partners, are here to help you take your business to the next step, including custom development, design, and marketing. If you are interested, please feel free to contact us.

See you in 2 days!

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