E-commerce apps are on the rise. In addition to B2B webshops, more and more companies are using wholesale apps as a sales channel. They are deliberately exploiting the opportunities offered by digital transformation and creating new growth potential.
Even though the number of B2B purchases made via mobile devices is still comparatively low at present, many B2B buyers are already doing their research via mobile devices. If we look to the near future, we will also see a clear trend towards mobile eCommerce apps in wholesale. This course is being taken particularly by the employees and managers of tomorrow – the new digital generation. Why are eCommerce apps so popular with this target group? Because they are simple, fast and flexible.
According to a study by Boston Consulting Group (BCG) in collaboration with Google, 80 percent of B2B buyers use mobile devices at work. More than 60 percent said that the mobile device played an important role in a recent purchase. According to Google, about 50 percent of B2B inquiries are made on smartphones. BCG assumes that this figure will rise up to 70 percent by 2020. The use of mobile devices is increasingly granted more time in the workplace.
A close look reveals that due to the digital transformation e-commerce apps can no longer be avoided. E-commerce apps meet all three mega-developments of digital transformation: digitization, networking and mobility.
In the past, wholesale orders used to be placed by telephone or in writing. For a few years now, webshops have enabled companies to digitize order processing and crosslink with other systems like accounting, payment and logistics. Through the use of apps, retailers are also beginning to take full advantage of the development towards mobility. An app makes it possible: optimized ordering processes without media discontinuity, anytime, anywhere.
The four most important features of eCommerce apps:
Fast information display
Professional e-commerce apps work reliably and at any time with very short loading times. They provide all relevant information at a glance.
Fast and easy checkout
E-commerce apps must be clear and easy to navigate. The buyer is guided through the purchase process quickly and transparently.
Small displays focus attention on the essentials. Filters and watch lists help to show the buyer only what he wants to see.
Mobile e-commerce means flexibility for the user. E-commerce apps should run flexibly on all devices and be accessible at all times.
Wholesalers who rely on e-commerce apps are already building stronger, deeper and longer lasting customer relationships. They address customers the way customers prefer. The knowledge they gain will make it difficult for the laggards to regain lost ground. Experience shows that technology pioneers benefit from higher profits.