In the competitive world of selling business supplies online, increasing your average online order value (AOV) is crucial for higher profits and a thriving B2B ecommerce website. Here are proven strategies specifically tailored for this sector.
Cross-selling: The art of smart recommendations
Don't just sell, solve problems! Recommend products that genuinely complement a customer's current purchase. This demonstrates you understand their needs and makes their lives easier. Up to 35% of Amazon's sales come from cross-selling – proof of its power!
Where to cross-sell:
- Product Pages: Feature "Frequently Bought Together" pairings.
- Basket: Highlight add-ons like "Customers who bought pens also purchased refills."
- Homepage/Account Area: Personalised suggestions based on buying history.
Tech tip: Your B2B ecommerce platform should make setting up these product relationships effortless - allowing you to feature cross-sells throughout the customer journey.
Quantity breaks: Incentivise smart stocking
B2B buyers love saving money on supplies they use constantly. Offer tiered discounts – the more they buy, the lower the price per unit. This appeals to their desire for both cost savings and the convenience of always having essentials on hand. Studies show offering bulk discounts can lead to significantly larger AOVs.
Display discounts prominently:
- Product Pages: Show how much they save on multiple cases of paper.
- Basket alerts: "Add 2 more items to unlock extra savings."
- Visuals: Clear overlays highlighting bulk-buy savings.
Tech tip:
Your B2B ecommerce platform needs flexible B2B pricing tools to manage quantity-based discounts.
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Bundles: Convenience is key
Create pre-made bundles that solve common business needs. This saves buyers time, demonstrates your industry expertise, and can lead to increased customer satisfaction and repeat business.
Bundle ideas:
- New employee kit: Consisting of office essentials such as staplers, notebooks, etc.
- Organised office bundle: File folders, labels, desktop sorter, etc
- Rest room essentials: Coffee, tea, cups...everything in one click!
Tech tip:
Your B2B ecommerce platform should have a dedicated bundle-building area with options for slight bundle discounts.
Smart shipping: Turn it into a sales tool
Shipping is often a pain point for business supply purchasers. Turn it into a tool for increasing those order values.
Shipping suggestions for bigger orders:
- Free shipping threshold: Set it realistically and promote it heavily. Offering free shipping above a certain threshold often leads to an increase in conversion rates and average basket size.
- Expedited options: For urgent needs, offer expedited shipping at a higher cost - those who need it fast will pay a premium. A Deloitte study found over 50% of B2B buyers are willing to increase order size to qualify for free expedited shipping, with AOV increases of up to 20%!
Tech tip:
Your B2B ecommerce platform should let you set these rules and set different options based on order size and value.
Promotions that resonate with B2B buyers
Not all promotions are equally effective in a B2B context. Consider what truly makes a B2B buyer feel valued.
Effective B2B promotions include:
- Free Gifts: Such as branded mugs, notebooks...these are more valued by businesses than random discounts according to the Journal of Marketing (35% more valuable than discounts).
- Tiered offers: "Spend £100, get highlighters. Spend £200, and get a desk organiser." This motivates them to reach goals (McKinsey study – up to 20% sales increase).
Tech tip:
Ensure your B2B ecommerce platform has robust promotion tools for these creative offers and clearly communicates them to the customer at the points that matter (i.e. basket, quick cart, checkout, etc).
The power of combining strategies
Implement these tactics together for maximum impact! In-fact using a combination of these tactics, Comgem customers have successfully increased online order values by an impressive 31.8% on average.
Implementing these strategies effectively relies heavily on the right B2B ecommerce platform (not all B2B ecommerce solutions are equal). So look for features like product relationships, flexible pricing, shipping integrations, and robust promotion management tools.
Ready to see results?
Let's chat about how Comgem's B2B ecommerce solution can streamline your online sales and power that upward trend in your average order value. Book a demo today!