AI-powered search revolutionises B2B eCommerce customer journeys

As AI-driven search tools become central to B2B eCommerce strategies, distributors that adopt these innovative solutions are experiencing significant boosts in conversion rates, customer satisfaction, and sales, signalling a transformative shift in the industry.

In today’s B2B eCommerce landscape, the role of search functionality has emerged as a crucial growth driver, yet it remains one of the most overlooked aspects by many distributors. John Murcott, EVP of Products and Strategy at HawkSearch, emphasised that search is the pivotal point where buyer intent intersects with the online experience. If customers cannot quickly find what they are looking for, the likelihood of losing a sale is high. This resonates with data from Nosto, revealing that 69% of buyers abandon a site if search fails to deliver relevant results promptly.

The evolution of search in B2B eCommerce has moved beyond traditional keyword matching towards more sophisticated, AI-powered “answer engines.” Buyers now expect search tools that understand industry jargon, synonyms, part numbers, and even natural language queries, making the experience conversational rather than mechanical. Murcott points out that buyers want to simply input whatever information they have—whether a casual product nickname or a detailed problem statement—and receive accurate results immediately. The integration of AI facilitates this by making diverse asset types like warranty guides and specification sheets directly searchable, eliminating the need for customers to sift through static documents.

For distributors assessing their search strategies, three critical factors come into focus: relevancy, speed, and intelligence. Search must consistently return the right product on the first try, deliver results with minimal delay—especially for repeat or urgent orders—and continuously improve by learning from user behaviour such as clicks, purchases, and abandoned searches. According to Murcott, a search system should be “living,” growing smarter every day by understanding the intent behind queries and the broader context in which they occur. Unilog’s partnership with HawkSearch aims to bring these advanced capabilities to distributors of all sizes, making sophisticated search technologies accessible beyond just the largest enterprises.

Industry research supports the growing importance of AI-driven search in B2B eCommerce. A report from Digital Commerce 360 shows that 67% of B2B firms are leveraging AI and machine learning to enhance their eCommerce strategies, with 90% recognising AI as vital for long-term success. However, only 41% have fully integrated these technologies, highlighting significant potential for future investment. Similarly, Algolia’s findings underscore the critical role AI search plays, echoing the adoption trends observed by Digital Commerce 360.

The impact of AI extends beyond search results to personalised product recommendations and conversational interfaces such as chatbots, which significantly improve the product discovery process. According to Pragmatic Institute, these AI-driven features mimic the success of consumer platforms like Amazon by tailoring suggestions based on past behaviour, thus increasing engagement and boosting revenues. Webriq further details how Natural Language Processing (NLP), machine learning, and semantic search capabilities allow systems to understand complex queries, adapt to different phrasings, and provide contextually relevant results, all of which enhance the buyer experience and sales outcomes.

The transformative potential of AI search in B2B marketing is also significant. Forrester’s analysis points out that AI-generated traffic constitutes a growing segment of organic traffic—between 2% and 6%—with monthly growth rates exceeding 40%. This shift is reshaping how business buyers discover and engage with suppliers, presenting challenges and opportunities for marketers to adapt their digital strategies accordingly.

Ultimately, AI-powered search is no longer just a technical feature within eCommerce platforms; it has become a strategic growth engine. Companies prioritising advanced search capabilities report double-digit increases in conversion rates and higher average order values, alongside improved customer satisfaction and loyalty. The frictionless buying experiences enabled by intelligent search reduce barriers across the entire customer journey, encouraging repeat business.

Unilog’s forthcoming webinar, in partnership with HawkSearch, aims to showcase how AI-driven search and recommendations can transform the B2B buying journey. The session promises insights into why their partnership was formed, live demonstrations of integrated AI-powered search functionality, and opportunities for direct engagement with experts on how to harness these technologies for growth.

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Source: Noah Wire Services