Top 10 B2B E-commerce Trends for 2024

Avatar for Vaiva Zdanoviciute
top 10 b2b e-commerce trends for 2024

Wondering what you should focus on for next year? Well, here’s the complete list of things we think will shape e-commerce in 2024. We’ll talk about essentials like mobile optimization and the real deal of social commerce or how to get into the power of personalization, navigate the complex world of omnichannel sales, and embrace the efficiency of automation tools. Whether you’re leaning towards eco-friendly choices, diving into headless commerce, or exploring voice search, we’ve got you covered. Ready to dig in? Let’s cut to the chase.

1. Optimizing for Mobile Will Be Essential

Online businesses should make their e-commerce sites mobile-friendly since their target audience uses smartphones on a regular basis. In fact, it’s predicted that by 2024, the volume of mobile commerce will reach $620.97 billion, or 42.9% of all e-commerce transactions. By making your website mobile-friendly, you can also reduce the bounce rate and the number of abandoned carts. Additionally, by taking this approach, you can reach customers wherever they are.

2. Consumers Will Have More Shopping Choices Thanks to Social Commerce

If you browse Instagram and TikTok, you are sure to find at least one item that you can purchase. Many businesses already use social media sites like Facebook, Instagram, TikTok, and many others, so why don’t you? Most of them enable direct purchases from social media, making it very easy for users to finalize their purchases in just a few clicks. About 90.2 million Americans, or nearly 36% of all internet users, are social purchasers, according to Insider Intelligence. So for next year, you definitely should keep optimizing e-commerce for social media sites. Their importance in the purchasing experience keeps growing.

3. Personalization Will Get Even More Personal

According to a McKinsey survey of over 3,500 decision-makers, customers desire a more personalized experience. That study was supported by a Moengage survey, in which 27% of participants expressed that they were “most frustrated by receiving irrelevant content or product messages.” A more customized shopping experience might look like product recommendations made by an online retailer based on your past purchases. When it comes to giving the impression that the customer’s interests are being taken seriously, language may really have an impact. In the end, a tailored online buying experience will give the consumer the impression that they are receiving relevant data.

4. Growth in Omnichannel Sales

A multichannel strategy towards sales that seeks to give customers a smooth purchasing experience is known as an omnichannel sales approach. When using an omnichannel B2B e-commerce strategy, the seller concentrates on the customer’s complete purchasing experience rather than just their individual experiences across several channels. It’s critical to understand the differences between omnichannel and multichannel marketing. Omnichannel marketing refers to providing customers with a unified, connected experience, whereas multichannel marketing refers to selling products across several channels.

5. Tools to Automate Boring Tasks

Whether you’re looking for shopping cart software or a comprehensive website builder, you need the correct e-commerce solutions if you want to succeed in business-to-business sales. In addition to making an online business more accessible, B2B e-commerce companies are investing in technologies that are vital to growth since they automate time-consuming chores and free up the time needed to concentrate on strategy. E-commerce tools can be divided into the following groups: 

  • Hosting an online store: Create an internet store from the ground up.
  • Tools for analytics: Your business decisions should be informed by these findings. They could range from traffic monitoring tools to SEO analytics solutions.
  • Regular activities: Managing an online store requires a lot of work. Nevertheless, you can free up time by using tools to assist with daily tasks.
  • Tools for marketing: Tools made for creating content and marketing campaigns that help you grow your business.
  • E-commerce tools: Tools that help your company’s operations run more smoothly and automatically. For example, you can connect Icecat to your local Shopify or Woocommerce site to help you easily manage those boring tasks you might want to avoid.

6. Product Discovery Data is Crucial

Finding the correct items is not always easy for B2B buyers. Furthermore, it can be challenging to quickly get the information needed to decide what to buy. Moreover, manually entering product data can be challenging and time-consuming, particularly on platforms that potential customers are unlikely to use. Product information management (PIM) software, like Icepim, makes it simple to gather, organize, and distribute product data through a variety of channels. In this way, you may target the appropriate audiences through the right channels with your e-commerce marketing and sales strategy.

7. Video Content Will Not Be Limited to only B2C

Videos take up the majority of your feed on social media sites like Instagram and TikTok. This used to be a trend mostly encountered across B2C e-commerce, but it is starting to generate impact across the B2B landscape as well. By implementing a video strategy on your social channels, you have the opportunity to grow your audience and grab their attention like never before. Research done by HubSpot has demonstrated that since 2020 most marketers who use video content—especially short-form video—get a strong return on investment.

8. Eco-Friendly Online Retail Will Increase in Significance

B2B brands are highly conscious about sustainability. Improving sustainability can be accomplished through programs including using eco-friendly materials, green packaging, and lowering manufacturing energy consumption. For instance, envelope mailers at Janji are 100% post-consumer recycled and biodegradable. They’ve also mostly given up on using individual poly bags, which has resulted in an 86% decrease in plastic used in packaging.

9. Companies Will Spend More Money on Headless Commerce Systems

With the use of headless commerce architecture, B2B firms can divide a website’s front end and back end, allowing retailers greater flexibility to design and alter as they see fit. Businesses are choosing to go headless in part because it can facilitate the creation and provision of customized purchasing experiences. Headless makes it simpler to reduce your website budget once it’s up and running because it won’t require technical support to update the back end if you want to make a minor change to the front end. For instance, United Airlines offers consumers a seamless booking experience across many channels by becoming headless with a React Progressive Web App.

10. Voice Search Will Provide Additional Chances for Product Discovery

Google reports that 27% of all internet users worldwide use voice search on their mobile devices. In addition, users are devoted to it: 72% of voice search users use it every day. Voice search is not just for Alexa and Siri; B2B e-commerce can also benefit from it. Speaking a search query aloud is quicker and simpler than using a keyboard. In addition, it is mobile-friendly, which is another development in the B2B e-commerce sector. 

Final thoughts

In summary, get ready for 2024’s e-commerce scene! We have the blueprint, from basic mobile optimization and social commerce dynamics to perfecting personalization, navigating the complexities of multichannel sales, and embracing automated efficiency. The future is here, and hopefully, this list will make it easier for you to adapt to the upcoming trends.

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