Customer conversations in the B2B domain are mostly stuck in the stone age.
Endless generic email threads, delayed responses, and the typical “Let me check and get back to you” replies that never get converted. Are your B2B customer conversations following this traditional framework?
Meanwhile, your B2C counterparts are out there closing deals at lightning speed with AI chatbots and conversational commerce tools.
So, What is the Meaning of Conversational Commerce?
B2B commerce is complex. Regardless, modern B2B buyers expect real-time engagement, personalized recommendations, and seamless transactions.
However, the B2B industry is yet to catch-up with this transformation and demand for a streamlined and contextual engagement.
Prospects drop off mid-funnel, lead qualification takes forever, and customer engagement is almost non-existent.
Need of the hour: Real-time, relevant solutions to turn conversations into conversions – which is exactly what Conversational Commerce is all about!
Conversational commerce has already transformed B2C interactions, and now, it is set to redefine B2B commerce.
With businesses increasingly adopting messaging platforms, AI-powered chatbots, and virtual assistants, B2B enterprises are embracing conversational commerce to enhance efficiency, improve customer relationships, and accelerate business growth.
The global conversational commerce market is experiencing substantial growth, with projections indicating an increase from $11.04 billion in 2024 to $13 billion in 2025, reflecting a compound annual growth rate (CAGR) of 17.7%.
Why Does Communication in B2B Commerce Falter?
In B2B commerce, real-time interaction, customer grievance redressal, and effective communication remain daunting challenges.
Unlike B2C businesses, where customers expect and receive instant responses through chatbots, live chat, and AI-driven assistants, B2B companies often struggle with:
- Lack of real-time solutions: Prospective clients require in-depth product knowledge, custom pricing, and terms of engagement—something that traditional email threads and forms fail to address efficiently.
- Sluggish customer engagement: Most B2B sales teams rely on cold outreach and follow-ups, which can feel impersonal and irrelevant.
- Complexity in moving customers through the sales funnel: Unlike impulse-driven B2C purchases, B2B transactions involve multiple stakeholders, lengthy approval processes, and contract negotiations. Without seamless communication, prospects may drop off before completing a purchase.
- Order management & tracking complexities: B2B buyers require order status updates, bulk reordering options, and customized pricing details. Limited self-service options hinder quick decision-making and reduce customer satisfaction.
What Makes Conversational Commerce a Game-Changer for B2B?
Conversational commerce bridges these gaps by integrating real-time messaging, AI-driven chatbots, and social commerce functionalities to facilitate seamless interactions.
As per a study & analysis conducted by Facebook( based on commissioned studies, focus groups and interviews), 53% of consumers are more inclined to purchase from companies and consider their advice when the communication is through conversational messaging platforms like WhatsApp or Facebook Messenger.
Unlike intrusive pop-ups and banners, this approach opens a meaningful dialogue with potential customers, strengthening relationships and driving conversions.
So how exactly does conversational commerce address key B2B communication challenges? Let’s find out.
- Conversations to Conversions across Buyer Journey
- From Awareness to Consideration:
- Conversational tools allow businesses to connect with potential customers who are in the research phase.
- AI-driven conversational apps can answer product inquiries instantly, reducing wait times and keeping engagement active.
- From Consideration to Purchase:
- Instead of navigating through complex catalogs, buyers can request product details via messaging apps like WhatsApp and Facebook Messenger.
- Instant responses help in decision-making, speeding up the purchase cycle.
- From Purchase to Retention:
- Automated order confirmations, delivery updates, and post-purchase support through messaging apps ensure smooth transactions. AI-powered insights help businesses personalize future interactions, increasing customer lifetime value.
- Automated Lead Qualification & Customer Support
- Seamless Product Discovery & Order Processing
- Real-Time Order Tracking & Updates
- Automated order confirmations
- Real-time shipment tracking
- Instant notifications on delivery timelines and changes
Conversational platforms can qualify potential leads by asking targeted questions, identifying their needs, and directing them to appropriate sales representatives.
Additionally, AI-based conversational apps/chatbots can handle routine inquiries, freeing up human agents to focus on complex negotiations and high-value clients.
AI-powered chatbots assist buyers in navigating extensive product catalogs effortlessly. Additionally, the dynamic product catalogs can be shared in real-time through conversational platforms, eliminating the need for static PDFs.
It also enables B2B buyers to add products to their cart and complete transactions within the chat interface.
B2B customers require transparency in logistics. Conversational commerce solutions can be customised to provide:
For example, construction companies often need to place bulk orders quickly. By integrating conversational commerce into their procurement process, site managers can message in their requirements.
The conversational apps can confirm stock availability, process the order, and send updates on delivery. This efficiency reduces downtime and keeps projects on schedule.
Industry-Specific Applications of Conversational Commerce
Coming from different domains of B2B, you might be wondering how conversational commerce serves your purpose, or at least, solve the pertinent challenges with customer engagement that you are dealing with.
This is why we have listed down few use cases (not exhaustive though), pertaining to some of the key B2B domains, where you may consider conversational solutions.
- Manufacturing & Warehouse Management
- FMCG & Wholesale Distribution
- B2B Automotive (OEMs, Dealers, and Suppliers)
- Dealers often struggle with real-time access to vehicle models, spare parts, and bulk pricing, leading to delays in servicing and procurement.
- With thousands of SKUs, finding the right part and checking availability is a cumbersome process.
- Customers frequently inquire about warranties, service schedules, and vehicle specifications, often leading to long wait times at dealerships.
Manufacturing organisations often face challenges due to their inherently complex supply chains and real-time inventory tracking.
However, they can leverage AI-driven conversational commerce apps/chatbots to access inventory data, track shipments, and automate reordering, ensuring uninterrupted production lines.
Bulk order volume and fluctuating demand is what makes order management cumbersome in FMCG. Large distributors and retailers place high-volume orders, but outdated systems and manual processing slow down order fulfilment in such B2B domains.
Additionally, pricing negotiations, discounts, and promotions vary frequently, making it difficult for distributors to stay updated.
Conversational platforms can provide instant access to updated product catalogs, assist in placing bulk orders, and offer real-time pricing negotiations.
In the automotive industry, the OEM (Original Equipment Manufacturer) – Dealer – Customer engagement framework plays a critical role in ensuring smooth operations.
However, this model comes with several challenges:
In scenarios this complex, a conversational commerce platform can be used by automotive dealers to get real-time updates on part availability, bulk pricing, and technical specs from OEMs without calling support centers.
They can also use the conversational interfaces on messaging platforms such as WhatsApp, Facebook etc. to search for spare parts, check compatibility, and place orders.
Embitel’s Revolutionary Conversational Commerce Solution for B2B
At Embitel, we recognized these hiccups in B2B customer engagement and have built a one-of-a-kind conversational commerce PoC to transform B2B engagement.
Our solution integrates real-time interaction with native social commerce features, enabling seamless transactions.
Key Highlights of our Conversational Commerce Solution:
- One-of-a-Kind PoC: Our unique proof-of-concept merges conversational capabilities with cataloging and FAQ interactions, streamlining B2B transactions.
- Multichannel Social Commerce: Designed for seamless engagement across platforms like WhatsApp, Line, and Facebook Messenger.
- Go Global, Grow Bigger: Build once, deploy everywhere! Expand into multiple markets effortlessly.
- Actionable Insights: Get data-driven insights to optimize sales strategies and outperform competitors.
- Best of Meta & Magento: Our seamless integration with advanced digital platforms such as Meta and Magento eCommerce ensures efficient operations and increased profitability.
- Scalability + Savings: The ‘build once, deploy everywhere’ model allows auto-scalability while lowering the total cost of ownership.
Conclusion
B2B commerce doesn’t have to be an uphill battle of missed emails and lost opportunities. With conversational commerce, you can meet your buyers where they are, close deals faster, and build long-lasting relationships—without the communication bottlenecks.
With global spending on conversational commerce channels projected to reach $290 billion by 2025, the importance of this technology is undeniable.
For over 18 years, our expert eCommerce consultants have helped global brands navigate the murky waters of digital transformation with customized technical interventions.
Whether you’re looking to streamline procurement, optimize supply chain interactions, or enhance customer engagement, we’ve got the right conversational commerce solution for you. Contact us today!
