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Personalization is not only a trend in business-to-consumer (B2C) e-commerce, as it is gaining relevance in business-to-business (B2B) e-commerce, too. Globally in 2022, personalized site search results were the most effective personalization method for roughly ** percent of B2B e-commerce companies. More than ** percent also used personalized payment or shipping options effectively. Personalized marketing, personalized product recommendations, and targeted site content were all deemed effective by almost ** percent of respondents.

Personalization matters

Some personalization features like product recommendations or website analytics proved to be effective conversion strategies according to B2B sellers. Thanks to a tailored offering of products of services, personalization improves the customer experience, an aspect many B2B organizations prioritize. According to a global survey, roughly half of B2B e-commerce companies invested resources to improve the customer experience, the second-most mentioned factor, after attracting new customers.

The most important data

There is no effective online personalization with accurate analysis of customer data. In the B2B realm, this includes a range of specific information about customers. European professionals stated that the professional role was the most important data, with ** percent of respondents using it for personalization scopes. Belonging to a specific segment of key accounts and the engagement history with the customer were both at ** percent in the ranking of most used data.