Kakšna je bila B2B spletna prodaja v letu 2018?

Vročica nakupovanja na klik je dokončno zajela tudi podjetja. Forbes denimo poroča, da spletni orjak Amazon vse bolj širi svoje lovke tudi v segment B2B, s svojo platformo Amazon Business pa naj bi od nastanka le-te v letu 2015 privabil že dober milijon kupcev. Znanje o tem, kako je videti B2B spletna prodaja v letu 2018, je torej za uspeh vaše B2B spletne prodaje bistvenega pomena.

Vse pogostejše stranke so milenijci

Googlovo poročilo o spreminjajoči se podobi B2B trgovanja navaja, da je skoraj polovica poslovnih kupcev milenijcev, kar ne preseneča, saj je digitalni svet tej generaciji tako rekoč drugi dom. Takšnim kupcem je tradicionalen način poslovanja, ki vključuje komunikacijo s prodajalci, pripravo ponudb itd., pogosto tuj in odveč. Milenijci cenijo predvsem strani, ki omogočajo preprost nabavni proces s čim manj kliki, ter kakovostno in vedno dostopno podporo. Bolj kot na poslovne odnose se zanašajo na spletne recenzije, zato je pomembno, da dobre B2B strani izpostavijo pozitivne odzive na svoje produkte ali storitve.

Uveljavlja se nakupovanje prek mobilnika

Mladi kupci spreminjajo tudi način kupovanja. Po Googlovih podatkih kar 42% poslovnih strank za nakupni proces uporablja pametni telefon, še večji odstotek pa prek slednjega pridobiva poslovne informacije. Vizualno privlačen in funkcionalen vmesnik za mobilne naprave je zato ključnega pomena. B2B trgovcem so lahko pri tem v veliko pomoč platforme, ki so že optimizirane za pregledovanje na malih zaslonih. V tujini je ena vodilnih denimo ShopifyPlus, pri nas pa vse več podjetij prisega tudi na našo platformo Shopamine :).

Personalizacija postaja pravilo

Poslovni kupci se zavedajo dobička, ki ga prinašajo, in pričakujejo tudi temu primerno obravnavo. B2B spletna prodaja v letu 2018 zato stavi na personalizacijo, ki je še posebej ključna za trgovce z razvejanim asortimanom. Bistveno je, da stran prikazuje izdelke, ki jih stranka potrebuje, ter cene, ki so že optimizirane glede na njene potrebe. Vse pomembnejši so zato algoritmi za dinamično optimizacijo cen, ki slednje prilagajajo glede na količino kupljenega blaga, pogostost nakupa in druge parametre.

 

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