Digital Marketing Blog

11 Oct 2017

13 Ways An eCommerce Catalog Can Increase Your B2B Sales

B2B industries have been using catalogs for decades.

They’re a proven way to display your products and services to new and returning customers alike, but they're also too static for the information age.

As prices change, models get updated, and your business evolves your catalog can quickly become outdated.

Besides, the B2B world is changing fast with 94% of buyers searching for information online, and 68% regularly purchasing goods online.

With this in mind there’s never been a better time to go digital, which is why today we'll be going over 13 ways that eCommerce catalogs can boost B2B sales. 

#1 It Moves You Into The Digital Age

#2 Customers Can Find You Anywhere

#3 You Can Update eCommerce Catalogs Instantly

#4 They Increase Your Reach

#5 They Can Halve Your Order Times

#6 They’re So Much Easier to Search

#7 They’re Impossible to Lose

#8 They’ll Drive Traffic to Your Site

#9 They Help You Connect

#10 They are Perfect for Engagement

#11 They Make Cross-Selling Easier

#12 B2B eCommerce Catalogs Are Trackable

#13 They Generate Leads

# Takeaway Points 

#1 It Moves You Into The Digital Age

eCommerce allows you to be more flexible when it comes to running your business, and moving away from print is a big part of that. 

Online catalogs can be updated with the click of a button and also have the added advantage of being easily searched by B2B customers.

Rather than having to phone up to request a catalog they can now check anything they need with a click.

# 2 Customers Can Find You Anywhere




With the world constantly on the move like never before it really does pay to stay connected.

An eCommerce B2B catalog allows your customers to search your offerings anywhere, anytime. Ideal if you want to be able to reach a whole new range of customers that no longer rely on bulky and outdated printed catalogs!

#3 You Can Update eCommerce Catalogs Instantly

There's no one more frustrated than a customer when you have to clarify outdated prices listed in a catalog.

As a business this can be a real issue because it means you either have to keep your prices static, or employ an entire team to constantly print new versions of your material.

By going electronic you can start promotions, end sales, and adjust your prices instantly. Ideal for making your to-do list that little bit shorter.

#4 They Increase Your Reach

Printed catalogs only reach customers via the mail or through face-to-face meetings. 

The advantage with going digital is that you can reach new customers via a whole host of new approaches. Email campaigns, social media outreach, and your own website all offer easy ways to instantly distribute your latest B2B eCommerce catalog.

Social media in particular offers you the chance to have interested parties share your offerings with like-minded friends and colleagues — the perfect word of mouth referral.

#5 They Can Halve Your Order Times

online B2B catalogs gives better search


There is not a customer alive who wishes it took them longer to order something.

Think of Amazon and their one-click order button and you’ll know exactly what I’m thinking about. 

The great thing about an online catalog is that you can cut out the middleman by allowing people to order without any human interaction.

By integrating a shopping cart into the catalog itself you can take orders the moment a customer’s interest has been piqued.

#6 They’re So Much Easier to Search



Scouring the index of a print catalog can easily take several minutes when you’re looking for a couple different products. 

When you decide to transition to a B2B eCommerce catalog on the other hand, you’ll be able to integrate instant search functionality as standard.

This not only allows your customers to find what they need far more efficiently, it also keeps them in the positive frame of mind that maximizes their likelihood of buying from you.

#7 They’re Impossible to Lose

Every customer will tell you how frustrating it is when they can’t find your catalog among their mountain of paperwork.

By having an digital binder that houses all of your various catalogs you’ll be able to save them a whole host of headaches with little effort on your part.

Make your digital binder easily searchable and give each catalog a logical filename and you’ll be providing something people will make a lot of use of.

#8 They’ll Drive Traffic to Your Site

Something many businesses overlook is that an online catalog is actually great SEO!

By using long-tail keywords and optimizing against that specific phrase, your e-catalogs can help you gain higher SEO rankings. 


  • Include subject in URL
  • Include subject in title tag
  • Write introductory text which includes long-tail keyword
  • Download these and much more SEO tips in this free e-book

Perfect for getting your message out there in so many more ways than the outdated printed catalog can offer you!

#9 They Help You Connect


decoflame gif


Every customer likes to think that they’re special, and if you treat them that way they’re far more likely to remain customers for years to come.

Take Decoflame for example (pictured above). They use bespoke B2B eCommerce catalogs to target the exact people and businesses they want to connect with, tailoring the catalogs to suit language, currency and logo.

Because of the far lower costs associated with doing this electronically as opposed to in print, they’re able to add a personal touch to everything they do.

If you’ve been looking for a way to take your outreach to the next level then customized material could be the perfect way to connect with the businesses you want to speak to.

# 10 They Are Perfect for Engagement

The great thing about going digital is that it allows you to connect through a variety of different mediums. Whether you want to embed animations, explainer videos, or order buttons you can do it all. And fast!


xindao gif resize


Videos are the most consumed content on the internet as there’s nothing like having an expert appear on your screen telling you how they can help. It saves you reading and searching, and it also makes you feel valued.

If you get your multimedia approach right then you’ll be able to attract attention, explain your offering, and close a sale all within a single framework. 

The secret is in getting the balance right. 

Put yourself in the mind of the customer and remember that they may not know your products and services as well as you do. 

Don’t bombard them with information. Provide just enough to get them interested and then gently direct them to the shopping cart.

#11 They Make Cross-Selling Easier

Most customers hate a hardcore sales pitch.

If you want to really drive up sales you're going to need to cross-sell other products and services.

Matching or complimentary products are presented in smarter ways than in printed catalogs. For instance, you can include animations or pop-up boxes with matching products to show a coordinated set of products.

And with the digital binder we mentioned earlier, you can place products in multiple categories to increase the chance of your potential client finding them.

Perfect for providing a helping hand that avoids the unpopular hard sell approach. 

#12 B2B eCommerce Catalogs Are Trackable



Printed catalogs only offer you feedback when you put them in the hands of a focus group and then ask how they got on.

The great thing about online catalogs is that you can track every aspect of how they’re used and read.

Are people clicking on images they expect to link them elsewhere? Are there pages that instantly turn people off? What are people searching and does it change over time?

All of this allows you to get inside the heads of your customers so you can begin to understand what they truly want.

Add up all of these marginal gains one by one and you’ll soon see a dramatic difference in how your B2B eCommerce sales perform.

#13 They Generate Leads

By adding popup overlays with newsletter sign up, or special offers, you can start collecting leads. 

Meaning you'll be able to communicate with your readers long after they’ve logged off for the day.

Strike the right balance so that you don’t have people feeling like they’ve been spammed and you’ll be able to build an important new database of clients and customers.

#Takeaway Points

The key thing to remember here is that online catalogs will help grow your B2B eCommerce sales in a whole host of different ways:


  • Customers can shop anywhere
  • You can update them with the click of a button
  • They will extend your reach
  • Ordering will never have been faster
  • More powerful search
  • Customers can’t lose them
  • Traffic will increase to your site
  • Customizable material really does work
  • Engagement will never have been so easy
  • Cross-selling and up-selling is nice and simple
  • They are smart and easy to refine as you get to know your customers
  • You can use them to generate new leads

# The Last Word

Printed catalogs are a static one-dimensional approach that have had their day. By going digital you can connect with a whole new audience with the click of a button.

If you'd like to learn how to create an online catalog, check out our How To Guide, and if you'd like to give iPaper a try, sign up for our 14-day trial.  


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# Related Reads

B2B Lead Generation: Why B2B Wholesalers Move From Print to Digital

Case: How to Significantly Increase Speed to Market and Online Orders

Track Click Rate in Your Interactive Online Publications


About the author

Jesper Wilhelmsen

Jesper Wilhelmsen

Jesper Wilhelmsen is Inbound Marketing Specialist at iPaper. Jesper is passionate about exploring new tendencies in the field of marketing and communication and always strive to optimize the communication effort and find the synergies in combining communication platforms.

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