Ecommerce trends are evolving rapidly and B2B is no exception. Online customers want convenience and slick experiences.

So, what ecommerce trends and innovations do B2B organizations need to prepare for in 2020? Here are five predictions from Sana Commerce.

1. B2B voice commerce on the rise

With the initial struggles of voice recognition technology solved and some slow adoption in B2B, we’ll see a significant growth of voice commerce in 2020. The B2B purchasing cycle is complex and will continue to be a challenge when adopting voice technology, but the high number of repeat orders in B2B is a clear opportunity for businesses to use voice technology to streamline the order and fulfilment processes.

2. More personalised online marketplaces

Sooner or later marketplace transaction fees start to eat away at profit margins and, of course, they keep all your valuable customer data for themselves. Because of this, B2B companies can expect to see an upsurge in niche marketplaces – not unlike those we are seeing in the healthcare space — that provide more customized experiences and simplified customer journeys.

3. Predictive commerce experiences

Currently, companies can already provide their customers with a tailored online shopping experience by combining browsing behavior, order history, demographics and other available data. But with the rise of predictive analytics, customers can also be given fully customized product catalogs — custom-made to both current and projected individual needs.

4. AR and VR enter B2B

For companies selling directly to consumers, augmented reality (AR) and virtual reality (VR) are already trending topics but currently they are primarily used to provide customers with an immersive experience in B2C. In B2B, providing customers with this type of experience is less relevant – B2B customers are practical, and more concerned with efficient features and functionality online.

So, AR and VR in B2B in 2020 will present the opportunity to help buyers, for example, virtually try out and identify the correct products for purchase quickly and easily. This can (and will) come in especially handy when it comes to purchasing spare parts and or highly configurable products.

5. The emergence of B2B progressive web apps (PWAs)

Progressive web apps (PWAs) aren’t quite developed enough to be a trend in 2020, but we will start seeing developers make an initial push towards a PWA-driven world. In 2020 we’ll start to see them building the PWAs’ foundation by re-writing their code into single-page applications (SPAs). These developments will allow ecommerce websites to interact with a user by dynamically rewriting the current page code, which will improve performance and enable more seamless online experiences. 

If you want more insights into the trends shaping the ecommerce industry in 2020, read Sana Commerce’s “How to be B2B E-Commerce Ready in 2020” guide.