It’s not easy for B2B companies to survive in e-commerce. Although – or perhaps because – eCommerce is experiencing strong growth, competition is fierce. With storytelling, however, a B2B company can effectively differentiate itself from its competition. Storytelling is already enjoying great popularity in the B2B online shop and is generating more sales and strengthening the brand. But can the method also be transferred to the less dynamic B2B area? After all, the buyer is not sitting relaxed on the couch with the smartphone but wants a suitable and as a cost-efficient solution for his problem under time pressure.

Navigation and Functioning Search Filters

Understandable navigation and functioning search filters are essential for this – after all, usability must be guaranteed. But storytelling doesn’t rule out one or the other. It offers an additional opportunity to emotionalize products and the company. In addition, a company can use storytelling to pick up customers at an early stage in the buyer’s journey and not just in the buying process. This is a key advantage of this method, especially in the B2B online shop. But how can storytelling be implemented in the online shop?

B2B online shop


Emotions determine the purchase decision

Storytelling puts the competence of a company in the foreground and presents it in a pioneering role. The manufacturing process, its own history, or the values for which the company stands are therefore suitable as stories for a B2B company. This enables a company to differentiate itself from its competition. Stories should be linked to facts, arguments, and statistics because that’s the best way to convince business customers. Nevertheless, emotions also play a role in B2B decision-makers.  This is not quite the order of magnitude known from private buyers (over 90%). Big enough that storytelling is worth it, but it is definitely!

Form a corporate identity

Central values of your own company and your own company history offer an opportunity for emotional stories. This can be accommodated very well on the “About us” page. A good example of this is Lyreco, one of the top-selling online shops in Switzerland. They tell about their origins and how they grew. In addition, they also focus on corporate values in their video. They impress with numbers and information coupled with a story. This strengthens the impression of the company’s competence. They take on a pioneering role over the competition and thus effectively stand out from them. The focus of the story is always the customers: Everything they do, they do to make their customers’ lives easier. Thus they form a sympathetic corporate identity thanks to good storytelling.

B2B online shop

Let your employees talk

Another possibility is to include your own employees in the story. Instead of simply explaining the advantages of your products and placing them next to the corresponding product as boring facts, they show the advantages in a short but gripping video. This tells of an adventurous trip in the desert. The story is told by a dedicated employee who fought his way up from sea level to the Andes on his mountain bike. But convince yourself of the storytelling right away:


Storytelling is a simple and effective method to optimize an eShop – also in the B2B area. It enables the development of corporate identity and contributes to customer loyalty. In addition, an eShop optimized through storytelling picks up more customers because it also appeals to visitors who are still in an earlier phase of the buyer’s journey.


One thought on “A Simple Way to Optimize a B2B Online Shop”
  1. […] Emotions are a central component in electronic trading and determine the success and failure of an online shop. In this blog post, you will learn how emotions influence the purchase decision and how they are provoked. We, humans, are emotional beings – we enjoy our own achievements, show empathy when our friends fail and smile embarrassed when we fall in love. This is also reflected, for example, in the consumption of the news. We are much more receptive to emotional news, which is why emotional topics dominate the news platforms. But people are not only more receptive to emotions, but we also allow ourselves to be infected by them – even online! This is proven by a study from 2014. Researchers manipulated the timeline of numerous Facebook users in such a way that some of the test subjects saw more negative posts. A second part received more positive posts in their feed, while no manipulations were made in the control group. The results of the study show that those Facebook users who saw more positive content then wrote positive posts themselves. The opposite was found for those users who received more negative content. But what does that mean for an online shop? […]

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