Running a B2B webshop comes with different challenges than selling to consumers. One of the most common and often overlooked reasons why business customers abandon their carts is the lack of specific payment options or fields they need to complete their order.
Let’s take a closer look at why this happens and what you can do to avoid it.
1. No purchase order (PO) field
Many companies work with internal approval flows and require a PO number to process orders. If your checkout does not include a field for a purchase order, it may block the buyer from completing the purchase, even if they’re ready to order.
Solution:
Make sure your checkout flow includes a dedicated PO number field. This small addition can make a big difference in customer satisfaction and order completion.
2. No credit card option
Some businesses only allow employees to use company credit cards for purchases. If your webshop doesn’t offer credit card payments, this can stop the order process entirely.
Solution:
Offer flexible B2B payment methods, including credit cards, invoice payments, and possibly even purchase on account.
3. Lack of personalization for B2B buyers
Unlike B2C, business buyers expect a personalized experience. That includes custom pricing, account-specific payment terms, and a checkout flow that matches how they normally buy.
Solution:
Invest in a B2B-ready e-commerce platform or plugin that supports custom payment flows and dynamic checkout options.
Turn abandonment Into conversion
A missing PO field or limited payment options may seem small, but for B2B customers, these are often deal-breakers. By understanding their buying process and removing friction points, you can improve your conversion rates and offer a better customer experience.
Want help optimizing your B2B webshop? Memo helps webshops create checkout flows that work for real business buyers.