The e-commerce of industrial products has evolved significantly over the past decade, bringing a new dynamic to the technology and automation markets. In the early days of the digital era, e-commerce was seen only as a convenience alternative; today, it is the main pillar in the growth strategies of industries. The big question, however, goes beyond simply providing online solutions: how to offer a shopping experience that truly adds value to the customer?
According to the CX Trends 2024 Yearbook, 52% of respondents prefer to buy from brands that offer a good experience, while 27% partially agree. This means that more than three-quarters of consumers value the experience as much as the product, making it a decisive factor in choosing where to shop.
Unlike more traditional sectors, the e-commerce of industrial materials involves some particularities. We are dealing with items often complex, such as circuit breakers, inverters, and advanced solutions for energy management and automation. In this sense, these platforms need to offer much more than simple commercial transactions; they must provide a complete shopping journey, where information, personalization, and support are primary elements.
When we talk about technological products, one of the biggest challenges faced by customers is the lack of clarity about the specifications. Unlike fast-moving consumer items such as clothing or appliances, automation and energy solutions require a deeper technical understanding. This makes accessibility to information a key point in the purchasing decision process – and that's why it's the first item on the list.
It is essential to provide detailed technical descriptions, installation manuals, and user guides directly on the product pages. Additionally, tutorial videos and webinars are valuable resources to help clients understand the product and its practical applications. The customer needs to feel secure about what they are purchasing, with all the information at their fingertips.
Another key point in digital transformation of companies is the full integration of service channels. In the industrial goods market, it is essential that the customer can switch between different platforms – website, app, or even phone contact – without losing the continuity of their shopping journey.
This experience, known as omnichannel, ensures that the customer has support wherever they are. Whether to clarify technical questions before completing a purchase or to resolve delivery-related issues, customer service must be smooth and efficient at all points of contact.
One of the great advantages of e-commerce is the ability to personalize the shopping journey. Artificial intelligence tools enable platforms to learn from customer behavior and provide more accurate recommendations. In technology and automation e-commerce, this can be a great differentiator, as it facilitates the discovery of complementary items or specific accessories for each need.
It is worth noting that customization can also extend to the content. Sending targeted newsletters and personalized notifications based on purchase history or customer interactions creates a sense of closeness, increasing the chances of loyalty.
Delivery is, without a doubt, one of the biggest factors of satisfaction or frustration in e-commerce. In the case of technological products, which are often bulky or high-value, the efficiency and reliability of logistics become even more relevant.
Investing in partnerships with quality logistics operators and offering realistic delivery times are essential measures to increase consumer trust. A good e-commerce goes beyond the purchase; offering real-time tracking enables the customer to follow each step of the process, providing greater security.
Many companies may not pay attention to this detail, but technical support is just as important or more important than the purchase itself. The customer needs to be assured that, when choosing to buy online, they will be protected in case of problems or doubts.
The more e-commerce gains relevance in various industrial sectors, the more it is necessary to enhance the consumer experience. Companies that invest in their consumers' digital journey, offering clear information, efficient technical support, and agile logistics, are better positioned to attract customers. And of course, after-sales is the final stage to build their loyalty.
