User experience (UX) is the catch-all term to describe the overall experience a person has when using a website. Does the layout help them find what they want — and quickly? Do the navigation menus make sense? Good UX can almost be invisible, taking your website visitors from the landing page through to the purchase without any friction. 

A B2C company with an eCommerce website should have a completely different UX design than a B2B company, as their website visitors have different user journeys and different goals. While there may not be a cheat sheet to roll out great UX everytime, there are fundamental principles that should be followed. 

Here are our top 10 rules for B2B eCommerce UX:

  1. B2B website design should strengthen business branding. If you want to be differentiated in a crowded market, your visual branding needs to be front of mind to your customers. Having a website with inconsistent branding will leave a forgettable impression on your customers. 
  2. Design for B2B should strengthen the offering, not overshadow it. It’s not about impressing your audience with your photoshop skills, it’s about communicating your offering.
  3. B2B website design needs to go hand in hand with a well planned and executed content strategy. Design should complement the content, not fight for attention.
  4. Minimalist design solutions are highly effective in B2B. It is important to understand that this doesn’t mean minimal product data or content — more that you don’t want to get in your own way!
  5. Different countries do business differently. Consider the design requirements for different store views and websites for your business if you operate multi-nationally.
  6. Keep core data above the fold for B2B buyers — make it easy to find the important stuff.
  7. Understand your users typical environment of use. Validate the data that support a desktop vs mobile approach, making no assumptions.
  8. Intuitive navigation matters. There is absolutely no sense in having a beautiful website that people can’t figure out how to use.
  9. Plan out the sales funnel for key customer journeys and understand how to develop that with the users needs first.
  10. Finally — refresh the experience. Keep improving, innovating and exploring what and improved UX looks like. B2B eCommerce is certainly not set and forget.


Enjoyed our top tips? Read the full UX chapter from the B2B whitepaper: ‘How to Succeed at Digital Transformation in B2B eCommerce’ here download the whitepaper.

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