Episode 011
Personalization in B2B e-commerce: building customer relationships
Why B2B personalization is harder than B2C when 6 to 10 people share the buying decision, and three techniques that genuinely lift order volume.
Personalisation is usually associated with B2C, but according to Michał Zabielski it’s even more complex in B2B, because there’s a whole buying group on the other side, not one person.
Why it’s harder than in B2C
A typical B2B purchase decision involves 6 to 10 people on average, a sales director, procurement, marketing, an executive. Each role has a different problem to solve, and the message has to reach all of them at once while staying on-brand.
Three techniques that actually work
- Behavioural segmentation: analysing how a user moves through the platform, purchase frequency, browsed categories, order value, without manually tagging them by department.
- Product recommendations: based on purchase history, current cart contents, the behaviour of similar companies, or an identified business problem.
- Dynamic UI: a different catalogue view, different price tiers, or different notifications depending on the customer profile.
Zabielski cites industry data showing a 20-400% increase in completed orders after personalisation goes live. He’s clear about the caveat though: without a strategy, enough data, or a large enough product catalogue, personalisation has nothing to work with, and forcing it through anyway isn’t worth it.
Want to check whether your B2B platform has enough data for personalisation to make sense? Write to Endora.
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