Transitioning from bricks and mortar into ecommerce

Together with our client’s marketing, product and web development teams, we uncovered insights into an e-comm site that would hit the spot with a traditional b2b decision maker.

The Challenge

How do you build an eComm site for a brand with a traditional b2b user base? Our workwear client needed a blend of strategic and tactical learning to successfully launch their first eComm site.

Our Approach

Through a series of in-depth interviews and accompanied website visits, we identified the decision making journey and mapped out how this varied by size of business, sector and the role of the decision maker.

Our Impact

We equipped the website development team with clear guidelines and ‘ways to win’ around site navigation, photography, search filters, FAQs, delivery and customer service for a b2b audience. We created user personas to outline a clear picture of the target, their needs, pain points and ways to reach and influence them early in the purchase journey.

  • Retail
Study type 
  • Purchase decision making
  • User research
  • US

San Francisco

535 Mission Street, 15th Floor
San Francisco
CA 94105
+1 855 503 0723

New York

8 Prospect Street
NY 11201
+1 855 503 0723


22 Upper Ground
United Kingdom
+44 (0)203 8784397