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πŸ‘©β€πŸŽ“πŸ›’πŸ‘¨β€πŸŽ“ B2B Customer Journey is not linear

B2B Customer Journey Ecommerce

The typical buying group for a complex B2B solution involves six to 10 decision makersβ€š each armed with four or five pieces of information they’ve gathered independently and must deconflict with the group. At the same time, the set of options and solutions buying groups can consider is expanding as new technologies, products, suppliers, and services emerge.

Gartner research identified six B2B buying β€œjobs” that customers must complete to their satisfaction to finalize a purchase successfully:

  • Problem identification. β€œWe need to do something.”
  • Solution exploration. β€œWhat’s out there to solve our problem?”
  • Requirements building. β€œWhat exactly do we need the purchase to do?”
  • Supplier selection. β€œDoes this do what we want it to do?”
  • Validation. β€œWe think we know the right answer, but we need to be sure.”
  • Consensus creation. β€œWe need to get everyone on board.”

The buying journey isn’t linear. Instead, customers engage in what one might call β€œlooping” across a typical B2B purchase, revisiting each of those six buying jobs at least once.

Buying jobs don’t happen sequentially but more or less simultaneously. Many of them can be in progress at any given time.

This is why B2B Ecommerce system needs to support multiple shopping carts and lists!

Read more about B2B shopping cart implementation:

πŸ‘©β€πŸŽ“πŸ›’πŸ‘¨β€πŸŽ“ Shopping cart in B2B. What is different?

πŸ‘©β€πŸŽ“πŸ›’πŸ‘¨β€πŸŽ“ How to Streamline Collaboration and Approval of B2B E-commerce Shopping Carts!

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