5 Advantages of Mobile Ordering for B2B

June 29, 2016

When it comes to mobile ordering, the opportunities for suppliers are huge, and they’re continuing to grow. Mobile sales account for 30% of total eCommerce sales, and research also indicates that 49% of B2B buyers are using their mobile devices for product research, which is providing suppliers with new avenues to reach potential buyers. In every analysis that we’ve come across, B2B mobile commerce (or M-Commerce) is reported to be on the rise. In particular, millennials are driving the demand for mobile ordering options, with over 55% of the market falling in this demographic. As the workforce continues to change, this trend is only set to continue. In this article, we’re going to look at some of the key ways your company might benefit from an increase in B2B mobile ordering. If you haven’t already implemented a mobile point-of-contact, the points outlined here should give you that final push.

5 Advantages of Mobile Ordering for B2B


Mobile platforms bolster the ease and efficiency with which buyers can make purchases––especially regular reorders. And it’s not only that customers are no longer time or location-dependent. Mobile technologies, such as barcode scanning, one-click ordering, and integration with mobile payment options also add a further level of efficiency. The millennial factor is important to reiterate again. The demand for technology that caters to a range of buying habits, allows for the customization of ordering preferences, and offers the ability to buy at the point-of-intent (whether that’s after closing time on the shop floor or whilst taking inventory) is prompting suppliers to design feature-rich, multi-channel services. Indeed, 86% of B2B suppliers believe that a multi-channel approach is vital for long-term success.


New mobile advertising strategies are fast being adopted by suppliers. With some studies  suggesting that up to 95% of B2B customers use their mobile devices for research purposes, an increase in mobile ad spending is completely understandable. And the fact that customers can instantly switch to a mobile app, wherever they are, means that the transition from research to ordering is now easier to make than ever. Mobile advertising, however, is only one side of the coin. Offering a mobile ordering app can allow suppliers to tailor unique offers for each mobile user whilst also “sealing up” drop-off points in the buyer journey. If for instance, data analysis shows that customers are putting together an order for a new product, but falling short of hitting the actual purchase button, it’s then possible to change specific variables to try and remedy this fall-off point.

3. A platform-based approach & simple integration

Today, out-of-the-box B2B eCommerce solutions offered by third-party developers should also include a mobile option. In fact, the idea of combining mobile and desktop eCommerce experiences into one platform is growing increasingly common from the perspectives of both suppliers and buyers. Furthermore, the ability for suppliers to integrate these applications seamlessly with backend systems like ERP (Enterprise Resource Planning) software is now taken as a given.

4. Direct communication

Mobile platforms, particularly native apps, offer a range of new communication channels between suppliers and their customers. Push notifications, for instance, allow suppliers to directly inform their customer-base of new promotions, give information about current products, as well as provide shipping, price and inventory updates, to name just a few examples.

5. Mobile supplements other channels

There’s a tendency to view the rise of M-Commerce as threatening to the traditional role of sales reps. This, however, isn’t necessarily the case. Many buyers are opting for an omnichannel approach when it comes to making orders. The point about mobile is that it often supplements, rather than replaces, more traditional buying processes, and customers are able to use different buying channels to meet a range of needs. A report from Accenture indicates that this shift towards “rich, omni-channel experiences” is in part driven by B2C buying habits. The prevalence of integrated software solutions, particularly in the form of SaaS, has also meant that the ease with which suppliers can provide this kind of multi-faceted offering has markedly increased.

What are your thoughts about the benefits of mobile ordering? Have we missed any major points? Let us know in the comments section below.