What Is Mobile's Role In B2B Commerce?

Posted by Mad Mobile on July 27, 2016

It’s tempting to think of mobile technology as a tool most useful for B2C companies. Apparel brands can feature clothing lines, kitchen goods sellers can show off nifty new utensils. But the value of mobile also extends to the world of B2B commerce, where buyers and sellers act more like their B2C counterparts than one might think.

That’s just one reason mobile is taking on a larger role in the B2B world. B2B brands are increasingly eager to make investments into mobile, building a better infrastructure to deliver experiences and close deals with potential buyers.

According to Devesh Rai, CEO and Founder of Wydr, it doesn’t matter that most B2B sales still occur offline. Technology still plays an integral role in the sales experience up to that point. And there are other benefits mobile is offering the B2B world.

Mobility In The Business World

As Rai explains to Dataquest, the sales experience can be elevated by the use of mobile technology, especially when it comes to referencing inventories and catalogs. Time is still valuable, whether sales are conducted online or offline, and better service powered by mobile makes these encounters more efficient.

Although online sales aren’t a huge source of revenue for B2B brands, phone calls are. Smart phones, as well as click-to-call marketing, are giving the smartphone a more central role, and making it a more functional platform for doing business. Smartphones also support multitasking by both the buyer and seller.

Space can also be a constraint, especially for sellers or buyers on the move. A traveling salesman might struggle to bring a laptop computer into meetings with business representatives, but a tablet is much easier to pull out and share with other parties.

And, as Rai notes, B2B is a “repeat behavior business,” which means that mobile apps and technologies are more likely to be used in the future once they’ve been used in the past.

Relevance is always valued at a premium, whether in regards to technology or other aspects of the sales experience. B2B brands know that they may be selling to another business, but that the mechanics of those sales are driven by humans. By using mobile to drive satisfying sales experiences, B2B companies are performing an act of self-preservation.

Topics: B2B