Industries should prioritize the customer experience in e-commerce

Industrial products e-commerce has evolved significantly in the last decade, bringing a new dynamic to the technology and automation markets. If at the beginning of the digital era e-commerce was seen only as an alternative of convenience, 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 really 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 this a decisive factor in choosing where to buy.

Unlike more traditional sectors, e-commerce of materials for industries involves some particularities.We are dealing with often complex items 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 business transactions; they must provide a complete purchase journey, in which information, customization and support are paramount elements.

When we talk about technological products, one of the biggest difficulties faced by customers is the lack of clarity about specifications. Unlike fast consumer items such as clothing or appliances, solutions for automation and energy require a deeper technical understanding. This makes accessibility to information a determining point in the purchase decision process & so it is the first topic on the list.

It is essential to offer detailed technical descriptions, installation manuals and usage guides directly on the product pages.In addition, tutorial videos and webinars are valuable resources to help customers understand the product and its practical applications. The customer needs to feel safe about what they are acquiring, with all the information at their fingertips.

Another key point in the digital transformation of companies is the total integration of service channels. In the market of items for industries, it is essential that the customer can move between different platforms 'website, application or even telephone contact 'ODS without losing the continuity of their purchase journey.

This experience, known as omnichannel, ensures that the customer has support wherever they are. Whether it is to ask technical questions before finalizing a purchase or solve issues related to delivery, service must be fluid and efficient at all points of contact.

One of the great advantages of e-commerce is the possibility of customizing the purchase journey. Artificial intelligence tools allow platforms to learn from customer behavior and offer more assertive recommendations.In e-commerce technology and automation, this can be a great differential, as it facilitates the discovery of complementary items or accessories specific to each need.

Personalization can also extend to content.Sending targeted newsletters and personalized notifications based on purchase history or customer interactions creates a close relationship, increasing the chances of loyalty.

Delivery is undoubtedly 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 indispensable measures to increase consumer confidence. A good e-commerce goes beyond the purchase; offering real-time tracking enables the customer to follow each step of the process, transmitting greater security.

Many companies may not pay attention to this detail, but technical support is as or more important than the purchase itself. The customer needs to be sure that when choosing to buy online, will be supported in case of problems or questions.

The more e-commerce becomes relevant in the various industrial sectors, the more it is necessary to improve the consumer experience. Companies that invest in the digital journey of their consumers, offering clear information, efficient technical support and agile logistics, are better positioned to attract customers.