Testimonials
“Baymard has been a great resource in helping us improve the customer experience. We are continually applying these best practices to our sites.”
B2B Ecommerce
B2B Ecommerce UX Research
Explore how business buyers find products, evaluate detailed information and manage orders. Baymard’s B2B ecommerce research brings together guidelines and examples across technical, medical, office and construction catalogs, giving teams a shared basis for practical design decisions.
Understand business purchasing across complex catalogs
Business buyers may arrive with an exact product in mind or need to narrow a broad technical range. Research helps teams examine both paths, from navigation and search through product details, checkout and account tools. Dedicated electronic components and medical studies add further detail for those purchasing contexts.
Key UX challenges for B2B ecommerce
Product tables for technical catalogs
Read findings from the electronic components study on desktop product tables, a relevant B2B pattern when buyers need to compare many precise specifications.
Comparison features for detailed decisions
Explore broader research on comparison tools for specification-driven products, and consider where structured side-by-side details help buyers assess alternatives within a business catalog.
Product descriptions that answer questions
Use broader product-page research to examine whether descriptions provide the substantive details business buyers need, instead of leaving them to infer missing information.
B2B ecommerce research, in numbers
These figures describe the current B2B ecommerce research collection.
270+
B2B ecommerce UX guidelines
9,000+
B2B ecommerce UX performance scores
4,600+
B2B ecommerce best practice examples
Business-to-Business
Baymard’s UX research provides you with 270+ UX guidelines for B2B ecommerce sites, along with 9,000+ UX performance scores and 4,600+ best practice examples from B2B ecommerce sites.
The research includes large-scale usability testing and UX benchmarking of B2B sites such as: B2B Electronic Components & Machinery: Analog Devices, Arrow Electronics, Avnet, Bossard, CoreStaff, Digi-Key Electronics, B2B Medical & Pharma: McKesson, Medline, Henry Schein, Sigma Aldrich, Waters, Abcam, Construction: Northern Tool and Grainger. Office: Staples and Office Depot.7 × Themes
How the B2B ecommerce research was conducted
Baymard’s B2B research spans manufacturers and distributors in electronic components, machinery, medical supplies, pharma, office and construction. The collection brings together usability testing and benchmarking from businesses such as Arrow Electronics, Thermo Fisher, Staples and Grainger, while dedicated industry studies offer more specific coverage.
Manual benchmarking records how sites implement research-based UX guidelines, providing examples and performance scores alongside the findings. The collection covers discovery, product lists, product details, purchasing and self-service, allowing teams to examine connected tasks rather than isolated interface elements.
The findings also draw on Baymard’s wider ecommerce research, which combines moderated think-aloud sessions with selected eye-tracking and quantitative studies. This gives teams evidence they can use to discuss the reasoning behind interface choices.
Explore benchmarks relevant to B2B ecommerce
Browse the wider ecommerce benchmark and its dedicated electronic components and medical collections. Use the relevant business-purchasing case studies to explore product discovery, detailed evaluation and ordering examples, with a demo showing how the research connects to your team’s questions.
How teams use Baymard’s research
Testimonials
“I’m an avid user of your reports and recommendations. I have leveraged your articles and findings throughout my career in B2B, B2C, and hospitality.”
Testimonials
“The Baymard E-commerce Usability reports have proven to be a valuable resource for UX teams within our organisation both at group and operating company level. The reports contain precise, actionable insights and recommendations which are backed up by extensive research and data. The severity and frequency ratings have helped our development teams to prioritise which areas to improve first. The most recent improvements we’ve recommended from the Ecommerce Search report have been extremely well received by senior stakeholders and have already been fed into the backlog.”
Looking for an expert review of your site?
Baymard’s UX audit service can review your B2B site and the purchasing journeys relevant to your business.
See the B2B ecommerce research in action
Book a demo to explore how the guidelines, examples and benchmarks can support your B2B ecommerce UX decisions.