Elevating the B2B Buyer Journey

At the E-Connect Europe Business Platform 2025 – Power of 50, Affan Mahmood, Director of E-Commerce and Distribution at Schneider Electric, challenged the industry to think deeper.

In a keynote centered on the real needs of B2B buyers—particularly small-to-midsize electrical contractors and panel builders—he laid out a path for elevating the buyer journey through meaningful innovation rather than mere imitation.

Beyond the Buzz: Do B2B Customers Really Want a B2C Experience?

It’s tempting to draw a straight line from retail to B2B e-commerce. After all, everyone shops online, and expectations have shifted. 

But as Mahmood pointed out, the demands of B2B buyers are fundamentally different. While the ease and intuitiveness of B2C platforms can serve as inspiration, the buying context in B2B is more complex.

Mahmood put forward three arguments to unpack this.

1. B2B Purchases Are Rational, Not Emotional

Unlike buying a shirt online on impulse, B2B purchases are driven by business requirements. There’s little room for spontaneous decisions when project timelines, costs, and performance are on the line.

2. B2B Buyers Think in Baskets, Not Individual SKUs

The typical B2B customer isn’t looking for one item—they’re assembling solutions. Whether building a power distribution board for a hotel or ensuring fire protection in a commercial facility, they need entire bundles that work together seamlessly.

3. B2B Buyers Require Consultation, Not Just Consent

In a consumer setting, most people wouldn’t phone a shop assistant to ask about detergent. But B2B customers do expect clarity, support, and technical guidance, especially when placing high-value, high-impact orders.

So, what do they really want?

The Real Ask: Simplicity, Speed, and Specificity

After launching Schneider’s eShop platform across multiple markets, Mahmood and his team didn’t simply guess what users wanted. They asked.

The answer was clear: “Make it simple, bespoke, and time-saving.”

Their typical buyer is on-site, juggling multiple responsibilities, and has limited time to browse through irrelevant SKUs. If the digital experience is clunky or overloaded with unnecessary information, they’ll revert to the old model, which involves phoning a distributor and getting things done in just two minutes.

In other words, success comes not from mimicking B2C tactics but from understanding B2B context. And that’s where Schneider’s evolving platform strategy shines.

Building Experiences That Work for the Buyer

Mahmood outlined three enhancements to Schneider’s eShop that are improving user satisfaction and driving significant increases in active users and engagement.

Persona-Based Landing Pages

One of the most effective changes was introducing customised landing pages—like the panel builder page shown in Mahmood’s keynote. This approach filters out noise, curates relevant product listings, and focuses solely on what a particular customer segment needs.

Rather than forcing every buyer to sift through a universal catalogue, the platform provides a streamlined experience based on role, use cause, and buying patterns.

The result? More time spent on site, more meaningful exploration, and a sharp rise in conversions.

Bundles and Application-Focused Groupings

Knowing that B2B purchases are often project-based, Schneider introduced pre-assembled bundles tied to specific applications. For tasks like setting up electrical continuity or fitting out a budget hotel, the user is presented with an intuitive product set that helps them complete the job faster.

In just one quarter, nearly 50% of users visiting the panel builder page explored these bundles, which is a clear signal that relevance and usability trump product overload.

Bulk Ordering with Quotation Requests

For seasoned buyers who already know what they need, Schneider rolled out a bulk ordering tool that allows quick input of SKU numbers via Excel upload or manual entry. The platform then enables a built-in request-for-quote feature, mimicking the offline negotiation process with distributors.

This small but impactful update made it possible for panel builders to secure pricing flexibility without ever picking up the phone. In some pilot markets, nearly 40% of eShop revenue now flows through this feature alone.

The B2B Experience—Reframed

What Mahmood and his team discovered wasn’t a desire for flashy interfaces or lifestyle images. It was a call for relevance and efficiency. 

B2B buyers don’t necessarily want a customer experience but rather a better business experience.

That means:

• Fewer clicks to get what they need
• Flexible tools that adapt to project variation
• Fast access to quotes, bundles, and support
• Clarity without the clutter

It also means recognising that while the tools may resemble B2C features, like recommendation engines, promotions, personalisation, their execution must reflect the depth and demands of B2B workflows.

Listening Before Launching

Mahmood’s keynote emphasised one recurring truth: User feedback trumps assumptions.

For example, when content teams considered adding lifestyle imagery—a common trend in B2C marketing—they quickly discovered that panel builders didn’t care. They wanted accuracy and speed over inspiration.

That feedback loop ensured every new feature delivered value, not noise.

Rather than applying trends blindly, Mahmood’s team validated each decision with on-the-ground insights from contractors and engineers, who are the very people using the tools day in day out.

Moving Forward: What Elevating the B2B Journey Looks Like

So, what does elevating the B2B journey really entail?

It’s not about simply copying B2C models but about translating them to fit the needs of professional buyers.

• Start with your users. Segment them. Ask them. Understand their context.
• Build purposeful experiences. Strip away the excess. Focus on making their life easier.
• Think like a partner, not just a platform. Buyers want tools that flex, respond, and grow with their business.

Digital transformation is a mindset shift. 

And as Mahmood made clear, the companies that thrive in this new landscape will be the ones who understand their customers at every click, search, and scroll.