For 10 years I have consulted with B2B ecommerce companies worldwide. I have assisted in the setup of new B2B sites, in optimizing existing B2B sites, and with ongoing support for B2B sites.
This post is the first in a series in which I address common mistakes of B2B ecommerce merchants. For this installment, I’ll review errors related to catalog management, pricing, and user experience.
B2B Mistakes: Catalog Management, Pricing
Product mismatch. A B2B site will sometimes not include the products from a customer contract. Other times the site will include the merchant’s full product catalog instead of the selected products the customer contracted for. This mismatch leads to much confusion as the customer might select products that are not part of the contract, or she cannot find products that are in the contract.
Pricing mismatch. Product pricing is often not aligned with the contracted price. The most common mistake is to see the list price on the site and not the contracted price. This makes the purchase process more cumbersome as every transaction needs to go through a price adjustment before the order can be fulfilled.
Incorrect landing page…