Why B2B Wholesale Distributors Prefer Native Mobile Apps over Desktop
June 4, 2021 By Yana Persky
Benefits of B2B Native Mobile Apps:
- Checkout Optimization
- Built-in mobile features
- Brand reputation
Back in 2017, CPG brands and wholesale distributors kept asking if their company should invest in a native mobile B2B eCommerce app if they have a web app and mobile-responsive web ordering.
Four years later, we are witnessing more and more FMCG manufacturers and wholesale distributors making aggressive inroads into native B2B eCommerce mobile apps. Having a strong, reliable, native mobile B2B eCommerce app is no longer a choice, but a requirement that allows B2B buyers not only to place orders whenever they like, but to facilitate direct communication with their suppliers.
Our internal analysis shows that over 53% of B2B eCommerce transactions flow through native mobile app and we anticipate this to grow further due to the increased interest for native mobile B2B ecommerce app coming from our customers.
Source: Pepperi 2021
Platform-wise, Android leads over iOS with over 60% of native B2B ecommerce apps running on Android. It is not surprising, as more B2B buyers use Android as the OS for their devices – and there is a greater variety of Android devices to choose from.
Source: Pepperi 2021
B2B companies that use Pepperi B2B eCommerce app have a 93% repeat user rate. Our data is very much in line with other reports that state 90% of B2B buyers were willing to buy again from a vendor that provides a superior mobile experience.
Why native mobile apps are a clear favorite of B2B wholesale distributors
In a nutshell, these apps optimize the entire buyer experience from product discovery to delivery and make the whole ordering process simpler and more productive. However, there are more reasons why native B2B eCommerce apps are chosen over websites and mobile-responsive websites.
A study by Boston Consulting Group (BCG) reveals that mobile plays a significant role in B2B purchases for 60% of buyers. B2B buyers are not always behind their desk, on the contrary, many are out in the field, warehouse or checking stock in a store. Having a native private-label mobile app will empower B2B brands to not only replenish orders and have access to products, account information and order history on the go but also to promote your branded app and encourage buyers to make use of it.
Mobile apps are 1.5 times faster than websites. Mobile apps store user’s data settings locally on the phone, whereas Web apps download the data from servers. Web ordering sometimes takes longer than 3 seconds in load time which is very annoying if you have large orders.
Mobile apps are optimized for fast checkouts which can occur in a matter of seconds. The same process for a website visitor can take minutes from finding the relevant product, adding it to their cart, entering payment and shipping information. On average, the conversion rate for mobile apps is 130% higher.
A study from Boston Consulting Group further strengthens the fact that mobile apps speed up time to purchase by 20% and generate higher levels of customer engagement and loyalty. Adobe surveyed IT decision-makers and discovered that customer loyalty was selected as a primary use of B2B app by 63% of B2B eCommerce companies.
Built-in mobile features Native mobile apps provide better buyer experience and increase conversion rates by leveraging many native device features, including calendar, cameras, geolocation, push notifications and barcode scanning. Push notifications with an average open rate of 90% offer a lot of scope to send personalized messages, promotions and loyalty rewards directly to customers and allow B2B businesses to stay in touch with B2B buyers 24/7.
One of the other reasons B2B brands and wholesale distributors are choosing mobile apps is because they want to have their business presence in the app store. A B2B eCommerce mobile app has a larger reach and greater visibility than an ordinary website, and having their own messaging, promotions and customer reviews strengthens a brand position in the market.
Best performing B2B brands and wholesale distributors recognize desktop cannot support the entire customer journey, and if they don’t prioritize a B2B eCommerce app they will be missing a clear opportunity. The only way for a B2B brand to stand out in a competitive marketplace is to provide a true mobility solution for their B2B buyers.