Five criteria that make up a trustworthy B2B platform

Trust and transparency are essential for trade between companies. Only when business partners can rely on each other will a sale be concluded. Sebastian Keller, Vice President Product at Visibleexplains how to recognize a trustworthy B2B platform on the Internet.

1. good customer service creates trust

Customers expect competent and personal advice. A professional customer service that is available around the clock binds customers in the long term and creates trust through personal advice. A trustworthy B2B platform is characterized by several contact options and gets back to you quickly. In no case should the telephone number and e-mail address be missing. It is important that customers are offered a reliable point of contact that they can contact in the event of problems and questions and that is available to advise them.

2. transparency increases credibility

In order for customers to quickly orient themselves on a B2B platform with a view to their desired product, as much data as possible about the potential suppliers should be made transparent. For example, Visable publishes the key financial figures of the companies that offer their products on the platform on request. wlw (formerly "Wer liefert was") offer. After all, balance sheet and financial data are important decision-making criteria for buyers. They provide information about the trustworthiness and profitability of the business partners. It is also helpful to be able to give ratings about the respective sellers and make them visible. A good reputation increases trust among potential buyers and strengthens credibility.

3. play it safe with established B2B marketplaces and platforms

Competent B2B platforms have a good reputation and a lot of experience. Users recognize them by certain key figures, for example, the number of registered providers or the number of monthly search queries. To maintain the quality of the data, providers at established B2B marketplaces usually go through a rigorous verification process. This serves to ensure the authenticity of the companies and the data they provide. Reputable providers also publish references for cooperation with reputable companies.

4. a trustworthy B2B platform relies on certificates and seals

To provide customers with the highest level of quality for the products they are looking for, reputable B2B platforms rely on the visibility of sellers' certificates, which they can embed on their profiles. This proves that they adhere to standards in terms of, for example, quality, data, occupational or transport safety, energy management, the environment and compliance. However, only seals and certificates that are awarded at regular intervals have a long-lasting effect. This is because companies have to earn them again and again by carrying out checks and audits, which are usually subject to a fee. The seals should therefore be thoroughly checked for their validity before making a purchase. But not only the companies themselves, but also the respective B2B platform creates more transparency about its own performance through external seals. Visable, for example, relies on the rating certificate from eKomi and thus makes customer ratings and experiences transparent for everyone. In addition, the wlw and Europages platforms have been awarded the BME "Supplier Search" seal of quality.

5. professional appearance: the first impression decides

The first impression counts. A professional B2B platform is appealing and clearly laid out. All relevant information such as the range of services or the number of registered companies can be seen on the website. This is also recommended for the company profiles on the respective platform. A good overview makes it easier for professional buyers to compare individual providers. The profiles should be maintained at least as well as the company's own website. Even if it almost goes without saying: unclear pages, contradictory or hidden information, and spelling errors immediately scare off buyers in the worst case. Professional product images and videos are also becoming increasingly important, as are photos of the location or management, for example.