B2B eCommerce Trends for 2021: Improve Sales Post-Pandemic

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Improving B2B eCommerce sales post-pandemic is essential and the best way to do that is to look at the trends while adapting your brand’s strategy.

Business-to-business eCommerce makes up a huge portion of e-marketers sales, reaching up to 5.7 trillion in 2019. The pandemic is pushing all sorts of companies to accept more digital transactions as B2B sales are predicted to grow by 17.5%.

COVID-19 has undoubtedly brought on unpredictable changes with it, meaning as time goes on, B2B eCommerce predictions will constantly be evolving. Businesses, for the most part, will need to prioritize the use of their eCommerce sites, as well as working with other companies and learning new ways to advertise themselves within their target market. This article will cover B2B and the eCommerce trends that are likely to follow this year in response to the pandemic.

Understanding B2B

First things first, your own company should understand the benefits of B2B operations and how new behavior is driving increased sales. Businesses that work together and create interactions with one another have risen because of consumers’ need for convenience and all-around better experiences while shopping. For example, the better your business’s technology is, the easier it makes the shopping experience for customers which will likely lead to increased sales and a wider consumer base.

As companies begin to understand these trending customer behaviors, B2B marketers can better cater to their audience, learn new approaches, and work on eCommerce advertising strategies during COVID-19.

B2B eCommerce Survival Guide

Your own brand needs to focus on B2B eCommerce marketing and trends, below are some tips to follow:

Highly Functional Website: Your B2B eCommerce site should prioritize the functionality of itself as consumers are continuously wanting the most convenient way to go about shopping and browsing the internet. The easier your site is to scroll through, the more likely buyers are to make a purchase, overall helping not only your own business but the buyers you are working with, as well. A functional site includes readable content that buyers will be able to understand after the first read-through, along with all services and products clearly stated and laid out in an organized manner so buyers can scroll through each, and decide if your business is a good match for themselves.

Mobile-Friendly: As mobile use becomes more and more popular as time goes on, your eCommerce site should adapt to this specific use. Mobile adaption is also known to boost your site’s reach and conversions as a growing 70% of B2B buyers are searching on mobile instead of desktop.

SEO: The pandemic has pushed companies to utilize SEO-keywords and phrases more than ever before, so it’ll be important that your eCommerce site utilizes this. A way of going about this approach could be to perform research on phrases that your ideal B2B audience would be searching for and incorporating that with your content whether it be on social media platforms or your website. Making your site as search optimized as possible will help lead your company to potential conversions and a larger reach.

Email Marketing: Your business can use email marketing to reach already existing customers not only in a convenient way but allows your company to personalize the message to each recipient. Depending on your relationship with a brand, may depend on what updates or services you want to highlight in your emails making this a great approach to help persuade consumers to make relevant and smart deals with your B2B company.

Social Media: It may be smart for your business to take advantage of different social media platforms to not only extend your company’s reach but create a message for yourself. eCommerce advertising strategies during COVID-19 can be difficult but with a growing number of people using social media, your company will be able to target its ideal audience to promote products and services in unique ways. Businesses have even stated that the use of social media within their advertising strategy helped increase sales by 24%.

Advertising: Your B2B company should consider a PPC guide during COVID-19 as this can be a very successful method of attracting your target market. Pay-per-click advertising conveniently allows your company to only pay once consumers have clicked and reached your website. Hopefully, with a fully functioning website, your business will be able to keep buyers browsing and potentially make conversions. PPC is one of the many ways your business can start integrating a Google ads survival guide into its marketing plan.

Engage: It’s crucial your B2B business prioritizes engagement with its buyers and potential customers. By engaging B2B clients, not only will allow your company to extend its reach but shows that your business values its clients and wants to provide them with great customer service which is especially important during times of crisis.

Through all these approaches, your B2B company will need to test out different strategies to see which eCommerce trends work best for your business. As many businesses already know, eCommerce advertising strategies during COVID-19 can be challenging, but now is the time to try out different methods and work at increasing conversion rates and rising sales. Your brand should remember that online search and browsing is the most popular method of finding new B2B clients during times of crisis and will only see growth as time goes on.


Testing out new trends can be stressful but once your B2B business starts adapting to new approaches, it will reap the benefits. Whether your business is in the tech, automobile, retail, or grocery industry, there’s likely a third-party source involved with your company; making sure your online presence is strong will not only keep existing clients working with your brand but help solidify to others that you are working hard against the repercussions of  COVID-19.