Mobile commerce, or mCommerce, is all about convenience. It makes sense that purchasers in the B2B space want the same level of ease as those in B2C, right? So why is it taking B2Bs longer to catch onto the power of mobile buying?

According to Blue Corona, more technology-reliant Millennial and Gen Z individuals are moving into B2B purchasing roles. That makes it all the more important to ensure a simple path to purchase via mobile devices.

The way the needle is moving, it’s obvious that full-fledged mobile strategies are inevitable for long-term B2B survival. Will you dive in now or play catch-up later?


What the stats say about B2B mobile initiatives

With many brands prioritizing omnichannel marketing, online buyers are getting more accustomed to seamless web, mobile and in-person experiences. As such, mobile should be a key piece of every B2B strategy.

While buying trends in the B2B mobile space are somewhat limited, more data is emerging. Google partnered with Boston Consulting Group (BCG) to research how mobile is shaping B2B. Here’s what they found:

  • In 2017, half of B2B search queries were being made on smartphones. The number was expected to grow to 70% by 2020.
  • Today’s B2B customer does not want to interact with a salesperson until it’s time to close a sale.
  • Mobile influences an average of more than 40% of revenue in B2B organizations.
  • More than 90% of B2B shoppers who have a positive mobile experience say they are more likely to buy from a vendor in the future.


Magento mobile for B2B eCommerce

Magento logo

As mobile buying flourishes, more B2B merchants are launching their virtual storefronts on the Magento eCommerce platform. Magento is owned by Adobe, a well-known future-driven technology company.

In 2018, Magento beefed up its mobile capabilities with the release of the Magento PWA Studio. The software supports a headless commerce that separates the front-end and back-end systems in a new architecture. It eliminates design constraints and enables look-and-feel changes in real time. (Check out this article to learn more about headless eCommerce).

On its website, Magento explains that 50% of online sales will come from mobile shopping by 2021. Now is the time for every B2B commerce company to lock down a stellar Magento mobile presence.


Start with a B2B mobile game plan

b2b commerce

Like most business initiatives, the first step for creating a Magento mobile strategy is to sit down with your team and go to the drawing board. There are several options to consider.

Will you finally make a fully responsive website that displays correctly on all devices and screen sizes? While some B2Bs adopted responsive web design long ago, others are just dipping their toes in the water. If that’s where you are, it’s okay. Adopting a responsive template for your website is a great place to start. It is also a step you should not put off any longer. Magento has a large library of out-of-the-box mobile-friendly templates to choose from.

If you have already mastered responsive design for your B2B eCommerce business, perhaps it is time to take your efforts a step further with a mobile-first design. The difference between mobile-first and mobile-friendly is that designers begin the product design on mobile and then expand features to accommodate tablets and desktops. Because mobile design has more restrictions, this strategy is more effective than creating a desktop-first website that has to be dumbed down for mobile use.

If you’re really serious and have the resources to do so, consider creating a full-fledged mobile app. SimiCart Mobile App Builder is one way Magento merchants can build a mobile app for iOS and Android devices.

Mobile users are used to receiving push notifications from apps, and creating one for your shoppers would enable you to add yours to the mix. This is a good way to keep your brand top-of-mind while enhancing customer service. You can remind customers that it may be time to reorder or that their payment is about to be processed.

Releasing a Magento mobile app to the public is also a good opportunity to create a buzz about your expanded digital offerings. Once the app is live, promote it on your social channels and send out a media release. (It won’t be as exciting to share news about your company moving to a responsive template. If anything, it would highlight that you are behind the curve).


Don’t lose B2B mobile shoppers at the checkout

b2b mobile checkout cart

It may hurt your B2B eCommerce business more than you realize when a customer gets frustrated during the checkout process. At best, they will complete the purchase and never return again. At worst, they will abandon their shopping cart (still never to return again).

Although mobile traffic to eCommerce sites is on the rise, conversion rates are not keeping up. Time-consuming payment processes create a bottleneck for mobile buyers.

When you attract a shopper to your eCommerce site, you want them to cross the finish line. Research shows that providing an instant purchase option helps take them there.

Magento’s Instant Purchase feature stores payment credentials and shipping information so shoppers can bypass redundant checkout steps. The “instant purchase” button is displayed directly on a product’s details page. When clicked, customers are taken to a confirmation page where they can place their orders in an instant with no further action required.

Having an eCommerce platform that is compatible with popular payment gateways is also an essential step for closing mobile sales. Magento offers seamless integrations with PayPal, Braintree and other common digital wallets.


In conclusion: Magento mobile is a must in modern B2B commerce

From 2003-2020, Statista reports the number of network-connected devices has drastically increased. During the millennium’s early years, the average person had one or less. That number jumped to 1.84 in 2010 and spiked to 3.47 in 2015. In 2020, people are multitasking between an average of 6.58 screens.

B2B eCommerce merchants can no longer overlook the correlation between mobile-friendliness and business survival. Today’s working person is no longer bound to a desk. Most of them own a digital medley of smartphones, tablets and watches that can do it all.

The future will entail more opportunities for B2B purchasers to buy on the go. In response, B2Bs must break away from the desktop mindset and evolve to become more digitally mature. Tapping into the power of Magento mobile for B2B commerce brands is one way merchants are rising to the occasion.