Mobile apps are garnering a lot of attention in the world of B2B eCommerce. In a recent survey of global product and supply companies, 65% of respondents said that they offered a mobile optimized site. The same percentage said that they offered B2B mobile apps. More than two thirds of these companies cited brand awareness and customer engagement as their primary motivations for offering B2B mobile apps, while nearly half gave increased sales as their primary objective.
Surveys like this underscore the growing importance of mobile for online marketing success. We recently noted that there are more than 176 million mobile users in the US, and that more than 75% of B2B buyers use mobile at some point during their purchasing process. While mobile traffic today accounts for around 16% of B2B eCommerce visits, the vast majority of B2B decision makers believe that number is only going to grow, making mobile the future of B2B eCommerce.