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Responsive Design- The Most Important Touchpoint in B2B eCommerce?

The world of B2B ecommerce is in the midst of a radical transformation.  Clearly, the online sector is essential for both B2B and B2C businesses today.  Yet, as channels become more fragmented, businesses must change to support the shopping habits of their customers.  Specifically, they must create experiences online that support customers throughout the buying cycle. 

 According to the Intershop E-Commerce Report for 2013, one in three companies will add more customer touchpoints in 2014. 75 percent of companies surveyed will offer mobile commerce in the next year.  This integration will include mobile stores, apps for order entry and status, as well as apps tailored specifically to sales representatives.  Essentially, these channels aim to create a more consistent shopping experience and enable self-service ordering across multiple touchpoints.

Thus, it is apparent that the key to success with various touchpoints is consistency.  This consistency is facilitated through responsive design.  Responsive web design is an approach that provides an optimal viewing experience across a wide range of devices.  Specifically, the site adjusts to fit the platform from which it is being viewed. This eliminates the need to create an entirely different site for mobile and tablet devices. 

So why is responsive design so great?  First, the fluidity of responsive sites enables content to move freely across varying screen resolutions and multiple devices.  Responsive design is like water, as it allows the content to adapt to the device and conform to the limitations of the screen resolution.  

Second, responsive design accommodates the hectic schedules of many consumers today.  It allows customers to have access to your site 24 hours a day and from whichever device they have handy without the hassle of resizing and scrolling.

Third, responsive design is far more efficient in terms of cost and time than hosting two separate websites.  Sites designed solely for mobile traffic often lack the advanced navigational techniques present in traditional websites and require the user to maintain two separate web addresses.  Responsive design enhances SEO because all consumers from various devices are directed to a single site.

For a business to remain competitive in today’s technological landscape, responsive design across multiple customer touchpoints is a must.


  • eCommerce
  • Technology