From Insight to Action: Leveraging Digital Nudges in B2B E-Commerce

B2B e-commerce is evolving fast. Buyers are becoming more confident in making large transactions online, with some willing to invest up to $1 million per order.

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As digital transformation accelerates, companies must find new ways to guide customers through the buying journey while maintaining a seamless experience.

At the E-Connect Europe Business Platform 2025 — Power of 50 event, Tanja Tschech, Digital Transformation Manager at Roehm, explored how digital nudges can drive engagement, increase conversions, and enhance customer decision-making.

These subtle yet powerful prompts are shaping the future of B2B e-commerce, helping businesses retain customers and build trust and long-term relationships.

The Rise of B2B E-Commerce

B2B transactions have traditionally relied on face-to-face negotiations and lengthy procurement cycles. However, digital transformation has reshaped the industry. Today, 44% of B2B companies have an e-commerce platform, and that figure continues to grow.

Customers now expect intuitive, service-oriented platforms rather than simple online shopping carts. A new generation of decision-makers—44% of whom prefer avoiding sales representatives altogether—demands a seamless, self-service experience.

With European B2B e-commerce companies projected to grow at a 10.2% CAGR, reaching a gross merchandise value of €2.2 billion by 2027, companies that fail to optimise digital interactions risk falling behind.

To keep pace, businesses must focus on streamlining customer journeys, reducing friction, and nudging users toward the right decisions—all without forcing choices or relying on monetary incentives.

What Are Digital Nudges?

Coined from behavioural economics, the concept of nudging was popularised by Nobel Prize-winning economist Richard Thaler. A nudge is a subtle intervention that influences decisions without restricting options.

In the digital space, nudges are designed to help users make better choices by structuring the environment in a way that encourages a preferred outcome. Unlike coercion or financial incentives, nudging works with natural human behaviour, making it an ethical and effective tool in B2B e-commerce.

A well-designed digital nudge can:

Guide decision-making without limiting freedom
Increase engagement and conversions
Reduce customer hesitation
Improve user experience

For instance, placing healthier food at eye level in a supermarket is a nudge, whereas banning unhealthy snacks is not. In digital commerce, the same principle applies—the goal is to steer, not restrict.

The Psychology Behind Digital Nudges

Understanding why nudges work is key to implementing them effectively. One of the most influential frameworks for behaviour change is Dr BJ Fogg’s Behaviour Model.

It states that three factors must align for behaviour to change:

Motivation → The desire to take action
Ability → The ease of performing the action
Trigger (Nudge) → A prompt that encourages action at the right moment

In B2B e-commerce, a well-timed nudge can significantly influence purchasing decisions. However, success depends on businesses designing their platforms in a way that aligns motivation, ease of use, and effective triggers.

Where Do Digital Nudges Fit in the B2B Buying Process?

A recent study conducted in Germany analysed the impact of digital nudges on B2B purchasing decisions. The research focused on how design features influence customer behaviour while maintaining decision autonomy.

Key findings:

Digital nudges were most effective in the pre-purchase phase, increasing preferred company selections by 24%
During the purchase phase, nudges improved decision-making by 16%.
The effectiveness of nudges varied depending on the type of nudge used.

This highlights the importance of applying the right nudging techniques at different stages of the buyer’s journey.

Types of Digital Nudges in E-Commerce

Not all nudges work the same way. There are three primary types of digital nudges that businesses can use to influence B2B purchasing decisions.

1. Default Nudges

Setting pre-selected options that simplify the user’s choice.

Example: Auto-selecting the most sustainable shopping option by default, nudging customers toward eco-friendly choices.
Most effective during the purchase phase (21%) improvement.

2. Decoy Nudges

Introducing a third, less attractive option to make a preferred choice more appealing.

Example: Offering three pricing plans, where the middle-tier option appears to offer the best value.
Encourages upselling and premium purchases.

3. Social Norm Nudges

Leveraging peer behaviour to influence decision-making.

Example: Displaying a high Net Promoter Score (NPS) or customer reviews to increase trust.
Works well in the pre-purchase phase by building confidence.

Each of these techniques leverages psychological biases that drive decision-making while maintaining customer autonomy.

Implementing Nudges in B2B Platforms

The most effective digital nudges blend seamlessly into the user experience. A well-designed choice architecture ensures that customers feel empowered, not manipulated.

Here’s how businesses can strategically integrate nudging techniques into their e-commerce platforms.

1. Personalisation & AI

Leverage AI-driven recommendations to present personalised product suggestions:

Example: Highlighting frequently purchased or replenished items based on customer history.

2. Fear of Missing Out (FOMO)

Create a sense of urgency with real-time stock alerts or limited-time offers.

Example: “Only 2 units left at this price!”

3. Streamlined Processes

Reduce friction by guiding customers through checkout with an intuitive design.

Example: Simplifying the payment process with pre-filled fields and one-click approvals.

4. Sustainable Bundling

Encourage eco-conscious choices by bundling sustainable products as the default selection.

5. Price Anchoring

Visually highlight price reductions or comparisons to steer purchasing behaviour.

After integrating these strategies, businesses can likely enhance customer journeys, boost engagement, and drive revenue growth.

The Business Case for Digital Nudging

Beyond improving conversions, digital nudges provide valuable behavioural insights. Companies can analyse which nudges are most effective, refining their approach over time.

Key benefits include:

Higher engagement rates
Stronger customer retention
Improved decision-making processes
Greater alignment with customer needs

Most importantly, digital nudges are cost-effective and respectful of customer autonomy, making them a powerful tool for modern e-commerce.

From Insight to Action: How to Get Started

Successfully implementing digital nudging requires a structured approach. Rather than overhauling an entire e-commerce platform at once, businesses should focus on small, incremental changes that guide customer behaviour without disrupting the experience.

To get started, companies should: