Is Your Platform Keeping Up with Changing User Behavior?

CREHLER
12-05-2025
7 min
E-commerce B2B

B2B E-Commerce Is Going Mobile

For many years, B2B e-commerce followed a completely different set of rules than its B2C counterpart: long decision-making cycles, multiple levels of approval, extensive product catalogs, and high-value transactions. But something has changed.

B2B buyers are beginning to behave more like individual consumers. They expect a fast, intuitive, and mobile-first shopping experience. They no longer want to be “handled” – they want instant access to the products and information they need, right when they need them. And increasingly, they do this via smartphone.

Mobility Is No Longer a Trend – It’s the New Standard

According to the 2023 McKinsey & Company report “The New B2B Growth Equation”, more than 70% of B2B decision-makers are willing to place orders worth over $50,000 entirely online, without speaking to a salesperson. That’s a massive shift – both mentally and operationally.

What’s more, Gartner forecasts that by 2025, over 80% of all B2B sales interactions will take place via digital channels, and a significant share of those will happen on mobile devices. This calls for a radical redesign of e-commerce platforms:

  • fully responsive interfaces,
  • fast loading times,
  • simplified purchase journeys,
  • seamless login and customer support.

It’s worth noting that mobility doesn’t only affect end customers. Sales reps increasingly work on the go and need access to product data, stock levels, and pricing from their tablets or smartphones.

A Generational Shift Is Driving New Expectations

Today’s B2B decision-makers are often millennials – people who have grown up in a digital world. For them, a lack of a mobile app, a clunky interface, slow performance, or being unable to place an order on their phone all signal a lack of professionalism from the vendor.

What Do Mobile B2B Users Expect?

Here are some of the most common features clients are now requesting for mobile B2B experiences:

  • One-click repeat orders – accessible from order history or a saved shopping list.
  • Mobile product catalog with advanced filtering – fully optimized for UX, without the need to zoom or scroll horizontally.
  • Simple contact or RFQ forms – easy to fill out on the go.
  • Full access to invoice and order history – available to the entire procurement team.
  • SMS or push notifications – informing customers of order status without requiring login.
  • Barcode scanning and ordering – for use on-site in warehouses or production halls.

More and more companies are investing in dedicated mobile apps that not only streamline ordering but also strengthen customer loyalty and support operational processes.

How Shopware Supports B2B Mobility

Shopware 6 is a modern, open-source e-commerce platform designed from the ground up with flexibility and future-ready user experiences in mind – including mobile.

Here’s what it offers:

  • Responsive front-end and admin panel – fully functional on mobile devices.
  • API-first architecture – enabling the development of custom mobile apps and CRM/ERP integrations.
  • Support for PWA (Progressive Web Apps) – enabling fast, offline-capable mobile e-commerce apps.
  • B2B extensions – including quick-order baskets, repeat purchasing, and advanced filtering.
  • Real-time data synchronization – through ERP and PIM integrations, so mobile orders reflect live inventory and pricing policies.

The result? Your platform works just as efficiently on a desktop as it does on a smartphone – ensuring maximum accessibility and faster fulfillment of customer needs.

Mobility Is a Strategic Decision

This isn’t just about design or usability – it’s about staying competitive. Businesses that fail to invest in a mobile-first B2B experience risk losing customers to those who already have.

It’s time to ask: “Does our platform truly support mobile users – or does it simply render on a phone?”

How CREHLER Supports Mobile-Ready E-Commerce

At CREHLER, we’ve been helping B2B companies build platforms that truly meet their customers’ expectations – including mobile ones. Our support covers the full project scope:

Want to see what mobile-first B2B really looks like? Get in touch – we’ll show you how to build an e-commerce experience that works with every tap, swipe, and click – on any device.

CREHLER
12-05-2025