How To Win More Wallet Share In B2B Ecommerce

Businesses can earn a larger portion of the expenditure of their customers by setting up efficient cross-selling and upselling methods as part of an effective B2B ecommerce site scheme. B2B companies can drive return on investment from digital commerce by using effective ecommerce methods. B2B companies need to work on their technology and business processes to flourish in the digital age.

The most apparent and instant ROI driver to the effective execution of B2B Ecommerce is an enlarged part of a customer’s wallet. B2B businesses can apply B2C Ecommerce best practices and grow each customer’s total expenditure to grow the lifetime worth of present customers. Although lots of B2B companies have a sales force that is dedicated to driving more sales from their existing accounts yet an effective Ecommerce execution can efficiently increase wallet share in alternative methods, especially by improving the online shopping method for generally re-ordered products and making the customer’s work stress-free in the process.

A growing share of wallet via Ecommerce uses the standard online cross-promotion and upselling processes to present existing customers to goods they might be unaware that a seller has. For instance, Amazon has the “Customers who bought this item also bought this . . .” and the “Related Products” sections on every product listing page. This type of ability is empowered by the abundance of data and actionable analytics that Ecommerce can bring to your communication with customers.


Such a task can be tough for a sales representative to have in-person, depending on the kind of the goods being sold and the size of the catalog. Sales representatives can show a lovely, colored catalog with top products of a company, but this is a linear display of product information, not the effective method to present goods that are associated, at times in intangible ways. For instance, the top online retailer in presents related items to a particular product on the page, by its “Frequently Bought Together” functionality.

Such a concept can be used to show related items in a sophisticated yet effortless way that allows heating and air conditioning contractors to rapidly get what is required to get the job done. Also, the sales team and the customers have limited facetime, and presenting complementary products or introducing new ones in every meeting is not always possible. This task can be completed 100 percent of the time by a properly executed Ecommerce web site, particularly when there is complete and properly categorized product information.

The aim is to decrease friction for customers and make their jobs easier, and simultaneously increasing the number of items bought. This is what differentiates B2B Ecommerce from its B2C Ecommerce. Usually, B2C buyers want to check product catalogs. They want to look for possibilities and explore a web site, take a look at diverse categories and products. Online shopping for customers is similar to shopping for clothes in a retail store. Actually, online clothing retailers usually check page-views/session more than other kinds of retailers.

On the other hand, B2B buyers want efficiency which is why they spend less time on an Ecommerce web site. They want products that can be found easily so that they can buy them fast and go on with their day. And if customers will add some products to their shopping cart, it is because they either didn’t know you had or didn’t know was needed by them, then you have built reliability, repeat business, and have finally grown the customer’s lifetime value.


Ecommerce also helps to create a share of wallet by working as a force multiplier to the sales team. Your sales team can’t act on every lead because they cannot spend time with every single customer, especially smaller ones. To be successful, sales teams usually have to devote much of their resources with bigger accounts that create the maximum volume. Also, smaller customers should not go unanswered. A B2B Ecommerce site is perfect for smaller customers. The self-service quality of the web is great for adapting and helping these customers. An elegant ecommerce web site will aid sellers to get additional wallet share from current small customers, and even aid sellers get new customers they could not have properly assisted without Ecommerce.

For example, various global tool and landscaping equipment brands sell their products to large retail stores as well as to smaller, independently-owned hardware stores. While it is true that these retailers are decreasing in number, yet there are still plenty of these specialty retailers in the United States.  Ignoring a customer base would be damaging to the development of any business and offering an Ecommerce channel for these retailers allow the company to continue to capture sales that simply wouldn’t be possible with a salesperson. Ecommerce is crucial to keeping wallet share with these smaller customers.

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