As online shoppers become increasingly demanding of how they expect an e-commerce site to look and function, those expectations are carrying over into their business-buying lives as well.
This is one of the reasons Magento recently launched its B2B program, which is designed to help business-to-business (B2B) companies "consumerize" their sites. One of the core features of the program is responsive design, and for good reason.
The B2B mobile market is rapidly growing. Usablenet, which works with brands to launch their mobile Web and multichannel presence, recently spotlighted B2B buyers' evolving preferences for mobile e-commerce, the growth of the market in general and more. A few highlights of the research are:
• 94 percent of B2B buyers report conducting some degree of research online before making a business purchase
• 97 percent of B2B companies plan to increase or maintain the amount they spend on mobile marketing in 2015
• 55 percent of B2B buyers aged 18-25 (millennials) use mobile phones to research purchases, as do 36 percent of respondents aged over 45
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