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An ecommerce website is a vital sales tool for the wholesale distribution industry, now more than ever following the disruption caused by Covid-19. However, for an ecommerce site to be effective, it must meet your customer’s needs at every stage of their purchasing journey, including the shopping cart. 

The shopping cart is an essential step for B2B ecommerce success. It’s where sales are made, and revenue is generated. Therefore, it needs to be easy and convenient for buyers to use. Outlined below are some best-practice tips to help you maximise your shopping cart performance, and ultimately your sales.

Make information clear and easy to understand

A successful online shopping cart is reliant on its visual appearance. It must have a clear and consistent layout, which is easy for the buyer to review. As well as accurate imagery and product descriptions, all of which reassure buyers that their order is correct.  A clear breakdown of the costs is important, including tax, shipping, or discounts so that buyers understand exactly what they are paying for.  It’s also essential that your shopping cart, like the rest of your website, is responsive to various devices such as desktop, mobiles and tablets. 

Ensure your shopping cart can handle large B2B order volumes

Various research has concluded that customers will abandon their shopping cart if it takes too long to checkout. As a result, you will lose sales opportunities, and potentially the customers repeat business. Luckily, Oporteo ecommerce ensures that large order volumes, typically associated with B2B purchases, do not affect the performance of your shopping cart. Check out our latest research [download here] for further information.   

Maximise the visibility of your ‘Call to Action’ buttons

When buyers are happy with the contents of their shopping cart, make it easy for them to complete their purchase by having your ‘buy now’ or ‘order’ buttons visible. This can easily be done by making the button a colour than stands out from the rest of the page. Colour Psychology research has found that blue is often the most popular colour for button colours on B2B ecommerce sites as the colour conveys trust. Whatever colour you choose, ensure it is consistent with your brand and the colour schemes on the rest of your website. 

Utilise Google Analytics for continuous performance improvement 

Sales are the lifeblood of your business, without which you would not be able to support future operations. However, orders aren’t the only metric you need to track because they won’t tell you what’s not working or if you’re missing out on vital opportunities. It’s essential to track online performance indicators so that you know when and where issues arise. Some of the key areas we recommend that you monitor regularly include: 


  • Revenue Per Session to track the traffic in and out of your site. This lets you know which parts of your checkout process and shopping cart can be improved to shorten the time to purchase. 
  • Average Cart Value to determine the success of your cross-sells and up-sells. It also provides more context for your revenue per session metric and along with gross revenue is useful as a baseline for testing your price points around the world.
  • Conversion Rates so you know what percentage of unique visitors become actual paying customers. This metric tells an even deeper story than focusing on paid and unpaid orders. 
  • Gross Revenue which tells you how much money you’ve earned regardless of your expenses. You may think profit is the be-all and end-all of performance metrics, but while net revenue tells you what’s costing you money, focusing on gross revenue helps identify where the money is coming from.

Contact us to find out more