Introduction
Your product pages are intended to convert people to customers. They contain all of the information consumers require to research your items and make a decision, but most significantly, they enable people to purchase your products.
But what if your online visitors want to buy from stores they know and trust? If your product pages only allow customers to buy directly from you, your website is no longer assisting consumers in purchasing your products - it is really hindering them!
That is why "where to buy" solutions exist. In my current post, I'll go into more detail about this.
Where to Buy Solutions for B2B eCommerce:
A Where to Buy (#WTB) solution is becoming increasingly considered a necessary component of any successful #omnichannel strategy. This is why brands like P&G, Johnson & Johnson, #HP, and #Philips all use Where to Buy solutions.
What is a where-to-buy solution?
A Where to Buy (#WTB) solution is a digital button or widget that can be placed on your brand's website and all digital content to show consumers which #retailers and #marketplaces sell a specific product. The widget/button can be added to the home page of a brand site, product pages, category pages, or anyplace else on the site, such as content or recipe pages.
The button, however, is not limited to brand websites; it can be attached to any digital asset, including online display ads, social media ads, shoppable videos, landing pages, and social posts. This allows companies to meet customers wherever they are and give an easy path for them to purchase at whichever #retailer or #marketplace they prefer to shop.
Below is the sample WTB page.
The Risk of Not Using a Where To Buy Solution
When you don't have a where to buy (#WTB) tool, the path to purchase gets disrupted. Sure, some of your website visitors will sign up for a new account and buy directly from you. However, for every consumer who prefers to buy via a merchant, you've just lengthened the path to purchase and placed additional barriers between them and your items.
It adds more steps to purchasing your stuff.
It opens the door for competitors to take potential clients.
It risks misleading potential customers
Benefits of a Where to Buy (WTB) solution
A Where to Buy solution offers numerous advantages to eCommerce businesses. Some of the primary benefits include a more streamlined consumer journey, improved customer reach through shoppable media, and access to consumer information.
The following are some of the advantages of using the #WTB tool:
Convenient customer purchase path - Including a Where to Buy solution on your website can assist streamline the user journey and keep visitors in the conversion funnel.
Meeting clients where they are - Brands can reach their consumers wherever they hang out online with the Where to Buy solution and present them with shoppable content.
Actionable consumer insights - By implementing a Where to Buy solution, brands receive access to unique and valuable high-level data without invading their customers' privacy.
Conclusion
As we've seen, a Where to Buy (#WTB) solution is much more than meets the eye. This simple but effective tool has the potential to completely revolutionize your eCommerce strategy. It gives your clients the convenience they expect while also providing you with the data you need to optimize.
Because many of the world's leading businesses currently employ a Where to Buy (#WTB) solution, there is no better time than now to incorporate this tool into your strategy
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