Related Article

What B2B Designers Can Learn from B2C About Building Trust

Unlike B2C users, B2B consumers have unique concerns such as strict budgets, contact with sales representatives, and the need to appease multiple stakeholders. However, decreasing purchase complexity and increasing trust are as important on B2B ecommerce sites as on B2C ones.

Video Author

Therese Fessenden is a Senior User Experience Specialist with Nielsen Norman Group, host of the NN/g UX Podcast, and manager of the 1-Hour Talk program. Her research focuses on understanding human behaviors, attitudes, and expectations in order to better orchestrate system and service design strategies. 

Learn More

Subscribe to the weekly newsletter to get notified about future articles.

Videos