B2B eCommerce for Heavy Equipment

Today’s B2B buyer uses services like Amazon and Netflix in their personal lives and they’re demanding the same personalized, consumer-like experiences when they go to work. You’re a high-touch business built on hands-on customer relationships, but relationship selling is dying, and other heavy equipment manufacturers are focusing their efforts online.

US B2B eCommerce sales were forecasted to reach $1.8 trillion by 2023, accounting for 17% of all B2B revenue. But, in the wake of the coronavirus pandemic, when face-to-face meetings and business travel start to feel like distant memories, such predictions are likely to be a gross underestimate. How can you get your heavy equipment in front of buyers?

With B2B eCommerce, you can massively increase the size of your total addressable market and slash acquisition costs by reaching a global pool of potential buyers through search. You can provide a consumer-like experience to today’s buyer who prefers to define their needs independently before engaging with a sales rep.

By embedding a visual product configurator on your website, visitors can independently “build” and buy the most complex, customizable equipment themselves, without the need for sales or engineering input. Buyers can interact with 3D representations of your equipment in real-time, adding or removing parts, changing colors and dimensions, and upgrading features. It’s a fully immersive experience.