B2B customer journey in e-commerce is much more complicated than that for the B2C segment. B2B journeys should be properly designed to successfully satisfy the needs of business stakeholders and typically several buyer personas, persuading both company decision makers and final users. That said, effective product discoverability and presentation, sales communication, and order approval and processing management become a must for a successful e-commerce B2B customer journey.
Fabian Schmengler, in his Mastering The B2B Customer Journey presentation at the recent Meet Magento UK event, lists five key elements that help create a successful B2B customer journey in e-commerce (and, let’s be honest, in any B2B area):
Product finders
Efficient sales representatives
Requisition lists
Efficient order entry
Approval process
In today’s post, we’re going to dwell more on each of these elements and the corresponding stages of an e-commerce B2B customer journey, and offer you ready-made Amasty solutions for Magento 2 B2B e-commerce websites.
B2B E-commerce Premium Solution for Magento 2: A Packaged Solution for B2B Customer Journey
B2B E-commerce Premium Solution for Magento 2 is an Amasty all-in-one B2B solution, created specifically to meet the complex and unique requirements of B2B markets. Fully aligned with Adobe Commerce B2B, this solution helps you transform your Magento B2B customer journey with sophisticated functionality, helping your business quickly adapt to changing e-commerce trends.
In addition to many other B2B-essential features, this package comprises five Magento 2 B2B modules that cover different stages of a B2B customer journey and help business owners optimize flow and streamline the buying process:
With the B2B E-commerce Premium Solution for Magento 2, you can effortlessly create personalized sales strategies, enable easy and efficient account and quote management, empower convenient bulk ordering, and grant access to refined shipping and payment options. All to easily create tailored experiences for the B2B customer segment depending on their needs, strengthening customer loyalty, and boosting satisfaction.
The package has a Hyvä-ready storefront and is compatible with Hyvä Checkout and Mage-OS.
Product Finders: The Awareness Stage
The awareness stage is the first step in the B2B customer journey. The goal of this stage is to help buyer personas understand their challenge and find the solution, rather than immediately pushing for a sale.
At the awareness stage of a Magento B2B customer journey, it’s very important for businesses to wisely showcase their products and services, as well as make it easy for customers to find what they need. Product finders come in handy here.
The goal of the product finder is to equip your website with advanced search options, reducing the friction of product discovery. For example, you can achieve this with Amasty’s Product Parts Finder for Magento 2 module. This module allows you to apply a great variety of search filters on your site, making the search process simple even if you have more than 100,000 products on your site or sell complex, multipart products and services.
The Product Parts Finder for Magento 2 module has a Hyvä-ready storefront and is compatible with Hyvä Checkout by default.
Efficient Sales Reps: The Consideration Stage
The consideration stage is when B2B buyers have clearly defined their challenges and are actively exploring solutions. At this point, businesses should focus on contacting prospects and guiding them toward the most suitable offerings without being too salesy or plain.
For the Magento B2B customer journey, efficient sales representatives play a critical role. Amasty’s modules, Sales Reps and Dealers for Magento 2* and Request a Quote for Magento 2*, make it easy to provide personalized assistance and respond quickly to inquiries. These Magento 2 extensions allow sales teams to create and send prepared quotes directly from the admin panel, ensuring that buyers receive accurate and tailored proposals.
The functionality of these modules reduces sales response time, improves communication between customers and dealers, speeds up query resolution, and streamlines overall sales communication, building personalized experiences and trusted relationships in the B2B markets.
*Included in B2B E-commerce Premium Solution for Magento 2.
Requisition Lists: The Decision Stage
The decision stage of a B2B customer journey occurs when buyers are ready to select a solution. At this stage, streamlining the ordering process is crucial to avoid friction and prevent abandoned carts or delayed decisions.
Our Multiple Wishlist for Magento 2* module empowers B2B customers to manage requisition lists, saving multiple product lists for different projects, departments, or recurring orders. This is particularly useful in complex procurement scenarios where stakeholders may need to review or approve items before finalizing purchases.
By enabling users to quickly access and manage saved lists, you make it easier for decision-makers to evaluate products, compare options, and finalize their purchase confidently. A well-organized requisition list transforms the buying process into a smooth, efficient experience for all parties involved.
*Included in B2B E-commerce Premium Solution for Magento 2.
Efficient Order Entry: The Order Entry Stage
The order entry stage is where the buyer is ready to place an order. In the B2B customer journey, speed and accuracy are crucial at this stage, especially for customers managing large or recurring orders.
Amasty’s Quick Order for Magento 2* module simplifies the ordering process by allowing customers to enter product SKUs or select items in bulk, directly from a streamlined interface. This reduces errors, speeds up purchasing, and minimizes frustration for busy procurement teams.
By providing a fast and intuitive ordering experience, businesses help B2B buyers complete transactions efficiently, boosting satisfaction and encouraging repeat purchases. Quick, accurate order entry also frees up your sales team to focus on strategic support rather than manual order management.
*Included in B2B E-commerce Premium Solution for Magento 2.
Streamlined Approvals: The Approval Process
The approval process stage is unique to B2B commerce, where orders often require validation by managers or finance teams before they can be finalized. Streamlining approvals can significantly reduce bottlenecks and accelerate purchasing cycles.
B2B Company Account for Magento 2* module enables businesses to manage company hierarchies, roles, and permissions effectively. Buyers can submit orders that automatically route to the appropriate approvers, ensuring compliance with internal policies while keeping the purchasing process smooth.
This feature reduces delays, improves transparency, and supports multi-stage decision-making, which is essential in complex B2B operations. With proper approval workflows, companies can prevent errors, enforce policies, and maintain control over spending without slowing down buyers.
*Included in B2B E-commerce Premium Solution for Magento 2.
Summing It Up
Magento 2 B2B customer journey is all about efficient data management: discoverability, processing, storage, and 24/7 information availability. Besides, unlike B2C, here you have to consider several buyer personas and decision-makers, which implies additional data presentation efforts targeting different participants of the decision-making process.
With Amasty’s B2B E-commerce Premium Solution for Magento 2, this is made possible due to a B2B-ready combination of Magento 2 extensions that let you create a reliable customer funnel and personalized e-commerce experiences. Contact our specialists for a quote or a detailed consultation to choose the package that will suit your business needs the best.
