21 Rules for B2B eCommerce

In the spirit of continuous improvement , I’m sharing updates to my 21 rules of B2B eCommerce.

I can’t take credit for most of these insights as they were the result of conversations with and content from some of the leaders in our space.

Take a look. 

2.  Make site search your friend, make it easy to find and train your sales team how to use it.

3.  Make sure that your product data is in order. If it isn’t, make this a priority, but don’t let it stop you from starting

4.  Making it easy to re-order will be the most important feature for some of your customers

5.  From quote request to conversion, your customer should be able to complete the entire quote process through your site

6.  Think accessories, replacements and “works with”, not recommendations or customers also buy

7.  No Dead Ends. Ever. It should be very clear to the user what they should do next. If they think “I need to use the back button”, you have failed

8.  Most of your visitors already know who you are and know why they are on your site.

9.  Make the most important information the easiest to find

10.  Don't insult their intelligence or their intent. Understand why they are there and make that the easiest thing to do on your site

11.  Customers want to see themselves in your brand, not you & stock photography is rarely a good idea

12.  Don't try to be clever with your design. Common design conveys participation in your industry. Let the user guide your design, not your product managers

13.  Teach your sales and service teams to be experts on your site. Get their buy-in and make them your biggest advocates & most vocal critics at the same time

14.  If you have customer specific pricing in your business, then it should be available through your site.

15.  Service should be readily available. Make it easy to connect with a real person quickly

16.  Customers expect to be able to find a price. Most will leave if they can’t

17.  Sharing inventory levels is ideal, knowing if something is in stock or not can also suffice

18.  Data syndication can be your friend or your foe. If you don’t know what I mean, then it is most likely your foe.

19.  Don't be afraid to share information freely, if you don't, someone will do it on your behalf.

20.  Self-serve should not be self-serving.

21.  Lean into what your customers want, especially when your competition or industry is fighting against it, as it will soon be inevitable.

What would you add to the list?