January 18th, 2013 by Elan Sherbill
We noted in our E-commerce Predictions for 2013 that B2B e-commerce companies lead B2C e-commerce companies in terms of revenue. However, the B2B online shopping experience often comes up short in terms of a buyer’s expectations of immediacy and convenience.
We also noted that mobile use will be a huge factor in e-commerce for the coming year. As B2B buyers increasingly become mobile shoppers, B2B software companies find themselves facing another optimization challenge.
The problem of immediacy and convenience in a mobile setting leads 52% of users to say that a bad mobile experience makes them less likely to engage with a company.
Putting these two trends together, creative agency Scott Design made the following infographic, showing how business customers use mobile for their business needs.
There are three key takeaways for vendors of B2B software:
1. It’s important to keep an eye toward the future. Within the next few years, mobile Internet use for business will grow exponentially from 4% to 16%. The time to test and optimize is now.
2. Over 30% of US decision makers read B2B content on mobile devices. Again, the time to test and optimize is now.
3. When a site is optimized for mobile users, those users are 67% more likely to buy the product or service.
Most people want the Internet experience on their mobile devices to mirror the ease and efficiency they experience on their desktop or laptop. This is especially true in e-commerce. If you sell software online, you have to be thinking about the best ways to structure and guide the mobile experience for your audience.
Tell us what you think the key takeaways are in the comment section.