B2B web shops: 6 pitfalls to avoid


A B2B webshop must meet the same requirements as a B2C webshop when it comes to business consumers. In this article I will show you which pitfalls you can avoid for your B2B webshop.

The number of web stores has grown rapidly since last year and also the turnover in internet sales has increased enormously. It is therefore more important than ever for B2B entrepreneurs to have a properly functioning webshop. Through my experience with a number of large Dutch B2B webshops I have learned how to ensure a good start of your B2B webshop.

1. No SEO research beforehand

For optimal findability of your online store, it is valuable to have a SEO research to do. You are dealing with a large number of products, so before adding all your products to your website, you want to know how users search.

Sometimes your target audience uses different search terms to find the same product. That is why it is important from the start to make choices for the keywords you want to focus on with your webshop. This can be difficult for a small B2B webshop, but for a large online store with more than a thousand products, this is a huge job.

Do the research in advance, so that when you want to load your products, most of the work has already been done.

Make it as easy as possible for your users.

2. Post your assortment behind a login

I have seen B2B webshops where you as a business user have to create an account before you can see the products at all. That is just as dramatic for your online store as it sounds. The visitors may come to your website, but will hardly convert.

Just like in the consumer market, creating a B2B webshop is important that you give ease of use a high priority. One reason for placing the products behind a login is that you want to make sure that it is a business user. Nevertheless, you make it a lot more difficult for your user to find what they are looking for. So make sure that products are easy to find and buy.

3. Exclude B2C

You sell your products to business users, but that does not mean that consumers cannot be interested in what you offer. For example, offer the option to ‘create an account’ and ‘create a business account’ on your website. For your business target group you can show prices excluding VAT and the option to buy in bulk. However, if consumers also want to buy from you, give them that option and let them order.

The worst thing you can do is create a separate web store for consumers in which you offer the same products as for the business market. The Google and Bing search engines do not know if a user is a consumer or business user when they search for “printers.”

If you have two web shops, they will compete with each other. For the same visitor, for ad positions and sales. Make it easy for yourself and the consumer by offering everything in one domain.

The worst thing you can do is compete with yourself.

4. Use broad search terms for your ads

Now that your business webshop is up, you can advertise with Google Ads. Broad search terms generate a lot of traffic and are often cheaper, exact keywords generate less traffic and are often more expensive.

It is therefore attractive to advertise widely and attract many visitors to your webshop. However, keep in mind that if you start advertising widely, your budget will also run out faster. If we take the example of ‘printers’, you also bid on printer accessories and cartridges for broad search terms. If you don’t offer them, you’re wasting your budget on keywords that aren’t relevant to your online store.

Therefore, use your keywords from your keyword research to be clear about what you do and do not want to bid on. In addition, set budget limits for your campaigns. This will prevent your broad search terms from consuming your entire budget and keep control over what you spend for each keyword. And more importantly: you keep control over your ROI on your advertising campaigns.

5. Only focus on shipping, not returns

Ordering a product should not only be easy, fast and reliable. This also applies to the return of products.

Send your products in packaging that your customers can use to return the product. Make it possible to print a return label via your business account. Think of an option to return products for free. Or if it concerns a large delivery: that it will also be picked up if something is not right.

These investments in convenience are important for building a lasting relationship with your customers and getting good reviews. This way you not only increase their satisfaction, but also the customer lifetime value.

Liquid expectations

As an entrepreneur you will have to deal with more competition with more web shops. And the better your competitor performs, the higher the expectations of the consumer. Not just for your webshop, but for the market in general. Something that Fjord liquid expectations calls.

Therefore, take the time to look at how you can organize your buying and customer experience as well as possible to be as relevant as possible. By putting your customer first, you will always deliver the most valuable experience and your work will be rewarded with better results.

Do you have additions for B2B webshops? Leave them in the comments.


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