As mobile device users, our tolerance for non-mobile websites is low, even though we know we’re operating in a completely different footprint and from a very different medium. Just as mobile technology continues to change the B2C way of doing business, it is changing the B2B markets, too. Already there are B2B users in the field who don’t use larger computers at all and rely only on phones or tablets, for example. So naturally, manufacturers and distributors should be including mobile commerce in their overall digital commerce strategy.

One thing you’ll need to decide early in your digital transformation is about your mobile commerce strategy and whether to have one “responsive” website design that detects the type of device and adapts accordingly, or to have dual websites with one serving larger computers and the other enabled for mobile devices. That decision depends on the answers to some key questions: What devices are your customers using today and what will they be using tomorrow? What content depth do they need in order to make a purchasing decision?

Factors to Consider for B2B Mobile Commerce Design

Whether you go with responsive or dual sites, you’ll have a number of factors to consider when designing a website for mobile devices. You need to decide the depth of personalization that you give mobile users, the overall density and design of the website, the strength of search and filtering capabilities, the depth of product information, and the level of simplicity in completing the order. All customers should feel that ordering from your website was made easy for them, whether they are reaching your site by mobile device or full computer and regardless of the business complexities behind the scenes.

Learn more about how supporting a mobile commerce strategy improves customer experience and reduces the risk of losing sales to competitors:

Mobile commerce enablement is one of six keys that drives change and digitally transforms the B2B customer experience. Next week’s blog will cover Key #6: how the behind-the-scenes processes that occur after an order is placed are the most important steps of all in delivering a great customer experience.