How To Create An Effective B2B Ecommerce Buyer Journey


It’s no secret that B2C businesses have adapted to their customers needs by moving increasingly online – and for good reason. Last year alone, 23.3% of all retail sales in the UK were made online and this figure is only set to increase.

Now B2B market’s turn. Once considered niche, today, the B2B sector makes up over 50% of the FTSE 350 companies and in the UK alone B2B sales account for over 44% or £1.7 trillion of the UK’s business turnover.

The key to any successful business is understanding the buyers needs and creating a successful buyer journey that meets these needs. But with more complex buying structures than B2C models, how can B2Bs implement an effective ecommerce buyer journey?

The buyer journey is key to the success of any business whether it’s B2B or B2C. There are three key stages to the buyer’s journey:

  1. Where the buyer becomes aware of a problem – Recognition
  2. Consider and evaluate their options – Understanding
  3. Decide to purchase a product or service to help solve the problem – Purchasing


This is the first point of contact a potential customer will have. The buyer knows they have a problem and they have recognised that your business can potentially offer that solution. If you have a strong online presence, it will be easier for your target market to find you.

This stage is crucial for you to demonstrate that you understand your client’s business needs and pain points, and that what you have to offer can help. Creating an ecommerce platform and curating an online presence that supports this is vital.


This stage is about showing that you not only understand their pain points but that you can rectify them. This is the stage that will build brand loyalty and confidence in what you’re offering.

Creating a strong customer service strategy and offering invaluable user content both online and offline will ensure that potential customers are aware of the solutions you’re offering.


Undeniably the most important stage in the buyer journey is the purchasing. This is the point at which the customers will either make the decision to buy your product or service or they will begin the whole process with a competitor.

This is where having an easy payment process is essential. In addition, adding customer reviews and testimonials can build on that trust and confidence aspect.

If you’re serious about understanding your buyer journey and implementing an ecommerce strategy to help enhance the journey and improve transaction rates, then seeking advice from an ecommerce agency can help.