What exactly is ‘Order Friction’?
In plain English, it’s anything that makes your customer stop and think, “Ugh, I’ll do this later.” In the B2B world, your customers are busy. They’re often on-site, in the warehouse, or juggling three different jobs at once. If your ordering process feels like a chore, they’ll only do it when they absolutely have to.
Low friction = Frequent, easy orders. High friction = Late, frustrated, and smaller orders.
The "B2C Expectation" (The Trademe Factor)
We all go home, hop on Trademe or a sleek retail site, and buy what we need in two clicks. We’ve been spoiled! Now, your B2B customers expect that same "B2C" ease when they’re buying 500 units of timber or a pallet of engine oil.
They don’t want to wait for a call back to check if something is in stock. They want to see it, click it, and know it’s coming.
3 Ways to Smooth Things Over
1. Give them the ‘Repeat Order’ shortcut Most B2B buyers are creatures of habit. They want the same stuff they bought last Tuesday. If your system remembers their "Regulars," they can re-order in seconds while they’re standing on the workshop floor. That’s a massive win for them.
2. Real-time Stock (No more "Sorry, we're out") Nothing kills a relationship faster than an invoice for something you don't actually have in the shed. By showing live stock levels in a portal, you’re being up-front. It builds trust, and it saves your team from having to make those awkward "sorry" phone calls.
3. Tailored Pricing (Because one size doesn't fit all) Your "Top Tier" mates shouldn't be seeing the same price as a one-off buyer. If your customer can log in and see their specific negotiated price immediately, the "How much will this cost me?" friction disappears instantly.
