How to Encourage Your Existing Customers to Use Your B2B Ecommerce Store

For many B2B companies in the UK, the challenge isn't just getting new customers - it's persuading existing ones to use the online store more often. Despite investing in B2B functionality, you may still find customers phoning in orders, emailing spreadsheets or relying on account managers for every transaction.

Functionality is one thing. Changing customer behaviour is another. The more customers use your ecommerce channel, the more efficient your business becomes and the more seamless their buying experience feels. It's a win-win. So, here are some considerations for invigorating your existing customer base to adopt your online store as their go-to channel.

1. Make the Online Experience Easier Than Offline

Customers won't change habits unless your online store is genuinely more convenient. That means:

• Quick reordering tools so they can repeat past purchases in a couple of clicks
• Saved order lists for common bundles or kits
• Real-time account dashboards where they can view invoices, credit status and order history without chasing your team

When using your site saves them time, adoption follows naturally.

2. Offer Incentives for Online Orders

A simple way to nudge behaviour is through incentives. For example:

• Exclusive online-only promotions or bulk discounts
• Loyalty points or rebates for customers who place orders through the site
• Priority shipping or service levels for web orders

Even modest perks can shift the balance and show customers the benefits of digital first.

3. Personalise the Store for Key Accounts

Magento allows you to tailor what each customer sees:

• Account-specific pricing and terms displayed directly at checkout
• Restricted catalogues so customers only see the products relevant to them
• Targeted recommendations based on previous order history

This feels less like a generic webshop and more like a bespoke procurement tool designed for them.

4. Keep Customers Informed Automatically

Many customers still rely on phone calls or emails because they want reassurance: "Has my order gone through? When will it arrive?"

Magento can help by sending:

• Automatic order confirmations by email
• Dispatch updates with tracking links once goods are on their way
• Invoice copies straight from the system

These small touches reduce uncertainty and make the online route the easiest choice.

5. Promote the Benefits Proactively

Sometimes the issue isn't functionality - it's awareness. Your customers may not realise what your Magento store can do for them.

• Run training sessions or short demo videos showing time-saving features
• Get account managers to encourage adoption during calls
• Highlight customer success stories: "Company X cut ordering time by 50% by moving online"

Education builds confidence and removes the fear of change.

6. Use Data to Target Non-Adopters

Magento gives you visibility into who is and isn't using the online store.

• Identify customers still sending manual orders
• Follow up with tailored guidance or reminders
• Track adoption metrics and adjust incentives where needed

By measuring usage, you can spot gaps and focus on customers who need the extra push.

Why This Matters

Encouraging customers to use your ecommerce store isn't about cutting human contact - it's about removing friction. The more you shift routine transactions online:

• The less admin your team has to handle
• The faster customers get what they need
• The more capacity you have to invest in growth and service

It's a win-win: customers gain efficiency, and you gain scalability.

Final Thought

Your Magento B2B store isn't just a sales channel - it's a customer relationship tool. By making it easier, rewarding and visible to your customers, you can steadily shift behaviour away from email and phone ordering, and towards a future where your ecommerce store is the heartbeat of your customer relationships.