For too long, many B2B companies have battled sluggish websites. Clunky search functions and rigid platforms have been stifling their growth. Unsurprisingly, this contributes to lost revenue and frustrated buyers.
Our recent webinar, “B2B eCommerce That Performs: Search, Speed, and Scalability“, discussed these issues (and their solutions) on June 18.
If you were there, you already know it was packed with insights. If you missed it, don’t worry – we’re here to give you the inside scoop on key takeaways you can apply to your B2B eCommerce strategy right now. Let’s dive in.
Meet the Experts
The special live session featured experts from Cronix, HawkSearch, and BigCommerce:
- Amandeep Singh, CEO & Director of Web Development at Cronix: A seasoned architect of scalable, high-performance digital solutions. Our founder shared his practical experience in tackling real-world performance challenges.
- Patrick Williams, Manager of Global Partner Solutions Engineering at BigCommerce: Patrick offered insights into BigCommerce’s B2B eCommerce technology, advanced features, and AI-driven enhancements.
- John Murcott, EVP of Products & Strategy at HawkSearch: With a rich history in product innovation, John discussed enhancing search and personalization for manufacturers, distributors, and enterprise brands.
- Cassandra Cross, VP at Cronix: As the moderator, Cass guided the discussion and shared thoughts on eCommerce development and digital marketing strategies for B2B brands.
Unpacking the Complexities of B2B Site Search
The “B2B eCommerce That Performs” webinar kicked off with discussions around site search, a topic that is absolutely vital for B2B eCommerce across industries. Here are some highlights:
Why B2B Search is Different
John Murcott from HawkSearch illuminated why B2B site search is far more complex than D2C. Think about it: B2B buyers frequently search by specific SKUs or part numbers, but even minor typos or formatting differences can derail results. This demands a search engine capable of understanding imperfect input.
Furthermore, not every B2B customer has access to the same products or views the same pricing. Search results can dynamically adjust based on user entitlements, ensuring relevance for each buyer.
Most importantly, modern B2B queries often go beyond simple keywords. These involve detailed descriptions, technical specifications, or even a visual search. Therefore, your search needs to understand intent, not just exact phrases.
HawkSearch’s Intelligent Solutions
John explained how HawkSearch tackles search complexities head-on with features like:
- Regular expressions for imperfect SKU entries
- Entitlement-based search
- Cutting-edge visual search powered by AI.
- AI multiplier and visitor targeting
Speed & Performance are Non-Negotiable
Our CEO, Amandeep Singh, brought a practitioner’s perspective to the conversation. He talked about how seconds of lag could significantly impact revenue for clients with hundreds of thousands, or even millions, of SKUs.
Recent data backs this claim: a mere one-second delay in page load can slash your B2B conversions by 7%!
The Shifting B2B Buyer Landscape
Our VP, Cass Cross, pointed out the crucial generational shift happening in B2B buying power. Years ago, B2B eCommerce was often a static catalog, a digital afterthought.
But now, a new generation of buyers is emerging, the Millennials and Gen Z, who were raised on instant gratification. They expect B2B sites to perform like the best B2C stores. This dramatic shift was a core theme in our recent webinar.
As a result, you’re missing out on a huge opportunity if your site isn’t fast and efficient.
BigCommerce’s B2B Prowess & Composability
As the webinar progressed, Patrick Williams from BigCommerce took the participants through the impressive capabilities of BigCommerce’s B2B Edition.
He also discussed Catalyst, BigCommerce’s composable headless commerce framework.
Features for Complex B2B Workflows
BigCommerce has truly built its platform for complexity, offering features like:
- Unlimited price lists,
- Advanced CPQ functionality,
- Invoice payment and management.
Patrick explained how BigCommerce empowers B2B brands to handle intricate workflows.
The Power of Headless & Composability
A passion among the Cronix team, the discussion around headless commerce was enlightening. Headless, in simple terms, is about decoupling the front end from the back end. This gives the businesses immense flexibility over the front-end (the part that users see and engage with), while maintaining control over integrations in the back end and site speed.
A Powerful Partnership in Action
Cronix has even built a connector between HawkSearch and BigCommerce’s Catalyst framework. Our innovative team developed a turnkey solution that marries powerful search with a high-performance storefront. Quite honestly, this partnership makes perfect sense for complex B2B needs.
Parting Thoughts
The question isn’t if B2B e-commerce needs to evolve, but how quickly your business will adapt. We’ve laid out the strategies for superior performance. Now, we invite you to apply these insights.
You can now view the complete recording of the webinar on YouTube. Also, we’re offering all attendees a complimentary mini audit of your e-commerce site or a custom demo of HawkSearch within BigCommerce. Just drop us a message at Cassandra@cronixweb.com to take advantage of this exclusive offer.
Cronix is a certified BigCommerce partner, and our team is passionate about helping B2B businesses thrive. The webinar was just one step in that journey. We are a full-service eCommerce agency offering 360-degree solutions for remarkable online store success.
Let’s discuss your requirements with a free consultation today.