Peter Klindt

BtB customers push for mobile web sales - are you ready for the journey?

In contrast to the consumer-facing webshops, BtB companies have for several years lived in a time warp somewhat shielded from the rapid shift in
e-commerce. From the computer to mobile phones and tablets - in just a few years, consumers' mobile habits have made mobile-ready a basic requirement for any webshop solution.

Take for example Zalando. Today eight out of ten visits a come from mobile devices and 70 percent of sales are made from a mobile device. At the same time, the e-commerce analysis of 2019 by Dansk Erhverv shows that approximately 40 percent of online shopping by Danes takes place via either a mobile phone or tablet. FDIH's e-commerce analysis from March shows that six out of ten Danes today have a shopping app installed on their smartphone.


btb websalg mobil


BtB webshops are lagging behind BtC webshops 

But when it comes to meeting customer expectations, the typical BtB webshops faces an urgent challenge on mobile platforms. Both in terms of ease of use, clarity, load speed, and ultimately customer patience, BtB is today significantly behind BtC. 

No matter what device you are on, BtC customers expect fast response and ease of use to an extreme degree when the new shorts, shoes, or hand cream are put in the basket. Even though it is not more than 4-5 years ago, the wave of responsive and mobile-ready e-commerce washed over the retail industry. But if you shop as a business customer, the reality is entirely different and often quite an Old Norse.

The explanation is that there are still only a few BtB webshops that are built-up responsively. This means that they do not automatically adapt to ideal viewing and use on mobile devices. Earlier e-commerce solutions for the BtB segment were developed for the computer and the dimensions and visual possibilities that this format enables. It is becoming increasingly clear that the original design is no longer up to date. 

As consumers get used to shopping via mobile phones and tablets, e-commerce within BtB will also experience a rapid transformation. Many companies experience that their existing webshop does not live up to the customers' expectations at all - and the consequence of this can be lost revenue and perhaps even lost customers. Besides this today, Google also ranks web pages based on their ability to cooperate with a mobile device. These are strong arguments for reconsidering the future of your BtB webshop.


A new paradigm for the BtB webshop

There are many good reasons why we at Fiftytwo are currently experiencing a significant increase in the number of inquiries from BtB players who want to optimize their webshop for mobile devices.

Either by transforming the webshop into a responsive site. Or by starting over and building a new mobile-ready webshop from scratch. In this process mainly focusing on functionality on mobile devices and second on the traditional computer. If you have an ideal mobile webshop, then it works well from all devices.

Finally, we see a strong tendency for BtB companies to move into the app world. This sets the webshop free from classic browsers such as Chrome, Explorer, Safari, and Firefox. Instead, everything is ready for the customer to use just by touching the screen - 100 percent optimized for the mobile format and shopping on the go on the construction site, warehouse, store floor, etc.

App-based webshops also have the advantage that they build bridges to key functions on mobile phones and tablets. For example, the camera, which can be used for barcode scanning. Or geolocation that can facilitate handling orders, delivery, etc.

But whether you are in the market for a responsive upgrade of your existing BtB webshop or looking at the brand new possibilities in a mobile webshop solution or app, one thing is for sure. Your customers are already on the way, and so are your biggest competitors. The next battle for customers is going to be fought on mobile devices!


Would you like to know more? Peter Klindt 

e-Commerce manager 

+45 28107001 |


ecommerce webshop fiftytwo 52eseller