All that is changing. For years all businesses have sought out efficiency through adopting technology and new business practices with the aim of lowering the cost to serve. Despite this many B2B companies have held off moving all but their smallest spending customers onto an automated ecommerce purchasing system instead citing the enhanced customer experience that speaking in an inbound telesales agent would provide. However the reality in cases of long hold times, being unable to retrieve pertinent customer information and ordering limited to ‘business hours’ has meant the customer’s actual experience is the absolute opposite.

In a recent survey of B2B companies in the US 57% said commerce is shifting, rapidly from offline to online.

Magento allows today’s B2B ecommerce platform owner to personalise their customer’s ordering or purchasing experience. The Magento platform’s almost infinite flexibility means it can handle even the most complex pricing schedules meaning the customer is shown only their own specific pricing, product set and discount levels.

Today’s B2B buyers are already used to transacting online particularly as increasing numbers are millennials, digital natives, buyers who are likely to be frustrated having to purchase through a telephone ‘hotline’ an ordering system which effectively hasn’t changed for 40 years. By 2025 millennials will be represented as just under half of the entire workforce. These people grew up with the web and operate ‘digital first’.

Increasing sales through ecommerce means savings in manpower from fewer telesales agents, the ability to offer a 24/7 ordering and more efficient order information with the ecommerce platform seamlessly integrating with the company’s CRM, its Stock and Despatch systems. It’s no wonder that the US research firm Gartner predicts B2B ecommerce to top £1 trillion soon.