‘Visual commerce’ — a sharp new focus on B2B

How Visual Commerce Helps B2B Buyers

Buyers look for clarity as they step through an online customer journey. Ordering and reordering can be straightforward, but increasingly distributors and manufacturers have turned to “solution selling” of interconnected products using a visual approach. Buyers appreciate seeing a more fully integrated list of materials. It removes the guesswork and saves time. Sometimes it even saves them money.

In some categories, visual commerce provides wholesalers (and even their consumers) with engaging experiences. It might be a virtual showroom with curated collections that support full online buying. Other times it is a mixed-use tool, a digital assist: buyers peruse fixtures and materials in a real showroom and place items in an online cart, on a device, as they shop. This can save buyers time and it can be a wonderful way to cross-sell them throughout the customer journey.

New Technology Tools

One tool – exploded-view diagrams, or schematics showing parts together – was a mainstay for engineers. But they are more common now throughout B2B ecommerce.  Buyers can now see the entire solution, both holistically and individually, and order with them. Per the parts diagram below, the exploded view integrates with the order management system. See a part that you need? Check. See the whole solution? Check, check. In either case, just click and place it in the cart.