Concierge Commerce: Shaping the Future for B2B Brands
By: Daniela Jurado, EVP, North America at VTEX
Brands like Shein, TikTok, Poshmark, and other popular consumer brands are leading the way in concierge commerce—an approach that delivers personalized customer interactions through innovative services like virtual personal shoppers, live commerce (also often referred to as live shopping), and brand-to-customer instant messaging. Concierge commerce has gained significant traction in the B2C world, however, its potential for B2B enterprises is equally as powerful, offering businesses the chance to deliver tailored, seamless experiences that meet the evolving expectations of corporate buyers while increasing conversions and reducing the sales cycle.
As the lines between B2B and B2C continue to blur, unified commerce strategies are increasingly influenced by corporate buyers who demand the same seamless shopping experiences they encounter as consumers. It’s clear that many experiences once exclusive to B2C have crossed into the broader commerce landscape. Innovations traditionally associated with enhancing consumer shopping journeys are now being adopted by forward-thinking B2B enterprises. For instance, the concept of an online store was initially viewed as a B2C innovation; however, the B2B ecommerce sector has rapidly expanded, with Forrester projecting it to reach $3 trillion by 2027—nearly double its size in 2021.
This remarkable growth, which is actually outpacing B2C, suggests that although B2B organizations may take longer to adopt innovative digital approaches, their ultimate goal remains consistent across the commerce landscape: to deliver exceptional, personalized service that fosters deeper relationships and creates value.
As business leaders search for the “next big disruptor” to gain a competitive edge, B2B commerce brands may find that this game-changing solution is closer and simpler than expected. By returning to the basics and adding a touch of modern innovation, they can effectively distinguish themselves in the increasingly competitive ecommerce landscape. Here are a couple key strategies to consider:
Personal Shopper Model in Concierge Commerce:
The Personal Shopper strategy boosts B2B engagement by offering personalized support during the purchasing process. By integrating a Personal Shopper application, sales representatives can connect with corporate buyers through real-time video calls, providing tailored guidance throughout their buying journey. Key features can include zoom functionality for detailed product exploration, instant add-to-cart options for both advisors and clients, the ability to include multiple participants in calls, and the generation of real-time discount codes. Integrated analytics further streamline interactions and optimize sales performance.
When the sales representative for the B2B brand acts as a personal shopper, providing them the right virtual tools, can be a game-changer for corporate buyers in industries like automotive, construction, and heavy manufacturing. A tailored personal shopper experience with your sales representatives could integrate augmented reality for product visualization, allowing clients to virtually explore equipment or machinery before making a purchase. When combined with video calls, these innovative approaches to what you’re already doing, selling, helps streamline complex, high-stakes transactions. And according to Gartner, 80% of B2B sales interactions are expected to be digital by 2025, highlighting the necessity for businesses to enable their sellers to guide buyers through major decisions remotely, thereby building trust and improving the overall decision-making process.
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Live Shopping and Video Commerce:
A recent VTEX survey revealed that nearly half (45%) of respondents participated in live shopping events over the past year, signaling an opportunity for B2B businesses to leverage these trends for upselling. In 2024, corporate buyers expect B2B ecommerce platforms to offer the same ease and efficiency they experience in B2C, making a frictionless experience more critical than ever. Live commerce allows brands to engage directly with consumers in real time, showcasing products and answering questions. Interestingly, men emerged as the leading demographic engaging with video commerce, with 48% participating in live shopping events compared to 42% of women. This increase is attributed to a more modern approach to webinars and how-to demonstrations, presented in an easy-to-digest visual format.
Additionally, 31% of men find discovering new products the most valuable aspect of shopping through video channels, and 20% expressed a willingness to participate in live shopping events hosted by brands daily if they were consistently available. These elements not only elevate the customer experience through personalization, but also strengthens loyalty and drive engagement.
As a commerce platform, it’s imperative to act as a partner, not just an infrastructure provider, for B2C and B2B brands and retailers. In fact, at VTEX, we’ve witnessed firsthand how lucrative these areas can be when it comes to concierge commerce. These strategies boost awareness of new offers and highlight special opportunities and promotions, emphasizing the importance for B2B organizations to adopt unified commerce frameworks and test out new tactics to become the most influential in their market.
The Path Forward for B2B Brands
By embracing personalized services and advanced technologies, hesitant B2B brands have the opportunity to adopt concierge commerce as a powerful strategy to add a human touch in an increasingly digital-first world. This approach goes beyond the standard ecommerce transaction by creating a highly tailored, white-glove experience for corporate buyers similar to the B2C experience. Through concierge commerce, businesses can offer personalized support, customized product recommendations, and hands-on guidance throughout the buying journey, ensuring that each client’s unique needs and challenges are addressed with precision.
For B2B brands, concierge commerce not only elevates the customer experience but also encourages deeper relationships by building trust and demonstrating a true understanding of the buyer’s business. Advanced technologies have the ability to further enhance this strategy, enabling businesses to predict buyer preferences, streamline decision-making processes, and provide seamless, on-demand support.
In a dynamic and competitive marketplace where all buyers are increasingly seeking personalized and efficient solutions, concierge commerce helps brands stand out by blending high-tech innovations with high-touch service. This not only drives immediate customer satisfaction but also ensures long-term loyalty, positioning B2B companies for sustainable success.
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