Take control of your B2B digital commerce - and get results

B2B digital commerce best practices: Strategies that deliver visible results

B2B digital commerce has changed significantly in recent years. Customers expect faster, more tailored and more efficient digital experiences - and this is especially true for tech companies, who increasingly need to be strong online to win orders and strengthen relationships with their customers.

If you're in a company with +20 employees and an annual turnover of +10 million DKK, then you know that it's no longer enough to have a digital presence. You need to be strategic. You need to be targeted. And you need to give your customers something they can't get anywhere else - including powerful user journeys, thoughtful content and agile platforms.

Here you'll get concrete strategies and practical recommendations on how to strengthen your B2B digital commerce - with a focus on performance, usability and, not least, results.

Understand what your customers really need

At the heart of any successful B2B e-commerce strategy is insight. It's about understanding your customers' needs at a deep level: What are they looking for when they visit your site? What do they expect from a collaboration? And where are they in the buyer's journey when they interact with your website?

• Research typical needs of your target segments - e.g. product information, service agreements, technical support or specific integration options.
• Build Personas that put a face to your most important customer groups - it makes it easier to target communication and design.
• Use both qualitative and quantitative data: Interviews, questionnaires and website analytics give you a 360-degree picture.

Ask yourself: When was the last time you spoke directly to your customers about their digital experience?

Create a differentiated digital experience

In a B2B world where competitors often offer products with similar technical specifications, customer experience becomes a crucial parameter. Use it strategically. Make it easy for the customer to do business with you - also digitally. Here are some key focus areas:

• Personalized content: Use data to show relevant products, services or solutions based on customer behavior and industry.
• B2B features: Offer reseller login, customized pricing structures and individual product access. Make the platform flexible enough to accommodate complex customer profiles.
• Responsive design: More and more professionals are using tablets and mobile phones for work. Your site needs to be intuitive across devices.

You differentiate not just on design, but on the overall experience: from first click to delivery and support.

Think platform first - but also think performance

It's tempting to choose the first and best ecommerce platform and then "fix as you go", but this is rarely a good solution. The right solution should elevate your business - not just keep up. Therefore, consider:

• Scalability - Can the platform grow with your business?
• Integration - Does the solution support ERP, CRM and product databases?
• Performance - Are load times, security and conversion optimization a priority?

Good platform choices for technical B2B companies could be Magento, Shopify Plus or headless solutions like Sanity combined with a custom frontend. Of course, the choice depends on your business logic.

Do you have a platform today - or a constraint?

Put data in play - and let them take control

Many tech companies are sitting on vast amounts of data - but not using it. That's a missed opportunity. Data can give you valuable answers to questions like:

• Which products sell best - and to whom?
• How do users behave on the website?
• Which campaigns actually drive leads and revenue?

By combining web analytics tools like Google Analytics 4, Hotjar and CRM data, you can see the patterns and optimize continuously. Remember, the best B2B platforms aren't "finished" - they're constantly evolving and building on what data tells you about customer behavior.

Content is more than blog posts - it builds trust

In a B2B company where decision-making processes are long and involve multiple stakeholders, good content is key to building relationships, showing expertise and building trust.

• Consider content types such as whitepapers, technical articles, comparison guides and usage scenarios.
• Optimize content for search engines (SEO) and write titles that match the search intent of your target audience.
• Use video - short explanatory clips that demonstrate products or processes can be incredibly effective in technical industries.

The rule is simple: the more relevant and valuable content you share, the closer your customers get to a purchase.

Leverage automation - without removing the human touch

Automation can be a huge advantage in B2B digital commerce. But only if used wisely. It's not about removing all interactions - it's about making them smarter.

• Automate orders, confirmations, reorders and sending out technical specifications and certificates.
• Use marketing automation to nurture leads and send relevant content based on user actions.
• Create flows that support service or support, e.g. via chatbots or forms that send inquiries directly to the right department.

Automation saves time, but most importantly, it creates a smoother experience for your customer. However, remember to keep the personal touch where it counts - especially when the customer is faced with a complex solution or an important deal.

SEO and UX go hand in hand

For B2B companies, search engine visibility is crucial. But it's not enough to get the customer to the site - you also need to keep them there. That's why SEO and UX are two sides of the same coin.

• Use keyword research to understand what your customers are searching for
• Optimize landing pages with focus on both content and user experience
• Avoid technical debt: Ensure fast load times, mobile-friendliness and properly set up tags

A B2B site needs to perform technically and engage people - and that requires collaboration between marketing, sales and development.

Is your digital strategy ready for the next step?

Digital commerce in B2B is no longer something you "just get started with". It's a strategic foundation. A strong digital setup makes you more flexible, provides better customer experiences and makes it easier to grow.

Ask yourself - and your team:

• Is our current digital solution scalable, user-friendly and promotional?
• Are we utilizing our data enough to optimize decision making?
• Do our customers feel we are easy to do business with - also online?

If the answer is no - or "I don't know" - then maybe it's time to take the next step. And if you're looking for guidance, we're happy to reach out and ask questions, listen and advise. That's how we work - and that's how we create tangible digital results together.