Buyer enablement consistently supports customers throughout their purchasing decision process by providing relevant information and tools along the customer journey. Companies need to recognize that these functionalities in online shops and portals are no longer just passing trends — they are critical to success.

The importance of online commerce is beyond dispute. What was once considered a trend has now become an essential success factor for shops, portals, and platforms. This shift is primarily driven by customers who shop online. For them, the digital shopping channel is the company’s showcase. No other touchpoint offers more potential to impress — or disappoint — customers from the very first interaction.

Not E-Commerce Trends, but Essential Functions

Customers have become so accustomed to digital technologies that they now have a set of well-defined expectations, even in B2B interactions. These expectations include:

  • Personalization
  • Pricing and product information
  • Customization options
  • Compatibility checks
  • Product visualizations
  • Product comparisons
  • Service functionalities
  • Search features

Digital leaders have already responded to these expectations, gaining a significant advantage over their competition. These companies focus on comprehensive digital buyer enablement. They transform their e-shops into integrated commerce platforms that provide personalized dashboards based on the customer’s search and purchasing history, listing only the products and services that match their preferences— including cross-selling and up-selling opportunities. They utilize marketing automation, CRM system integration, and social media channels, seamlessly integrating customer communications by sending tailored offers, news, and relevant content.

Five Key Factors for E-Commerce Success

Customers benefit greatly from these features, such as having a comprehensive overview of their order history, the current status of bulk orders, real-time stock availability, and delivery conditions. Moreover, self-service functions lighten the workload for inside sales teams, giving sales new opportunities to influence the phases of the customer journey where customers may not yet seek direct contact. Building such a touchpoint is not about following a trend; it’s about laying the foundation for business success. Five key factors are critical for e-commerce success:

  1. Offering the right content (product information, demos, etc.)
  2. Implementing user-centric design (UX design)
  3. Choosing a future-proof architecture
  4. Building SEO-optimized web shops
  5.  Providing self-service functionalities

These factors form the foundation for success in e-commerce. As mentioned, online sales already account for a significant portion of revenues in many industries. The B2B sector is rapidly catching up. While B2B online offerings are not yet as extensive as B2C, a report from the University of Regensburg shows that B2B companies see online shops as a highly relevant sales channel in the next five years.

 

Dr. Anders Landig

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