Blog 7 minutes

Prepare your B2B web store for 2023 holiday shopping

Savannah Hristov
September 27, 2023
Colleagues walk through warehouse together

It’s that time of year when people start packing into stores like sardines in a tin. Needless to say, this is a result of upcoming holidays like Black Friday, Cyber Monday, Halloween, and Christmas. Shopping season has officially begun.

Black Friday and Cyber Monday used to be popular in the U.S., but now they are well-known globally among shoppers. B2B web stores have customers who go online for holiday sales that they think are only available once a year.

Year over year, sales are at their peak from November 17th to 29th, so it’s best to prepare as soon as you can.

The importance of preparing your B2B web store in advance

The holiday season holds immense significance for B2B organizations. Customers mentally prepare themselves to make investments offering a multitude of opportunities for growth and success.

Some of the reasons for preparing your web store ahead of time include:

-Ensuring your web store can handle concentrated sales

To cash in on the high-intent traffic, B2B web stores should consider having promotions activated by the end of October. Preparing your web store in advance ensures it can handle the surge in traffic during the holiday season without disruptions. This provides a seamless online shopping experience for customers.

– Reducing stress for internal teams

You may have heard the saying: “Failing to plan is planning to fail.” In this, the fourth quarter of the year, high demand means all aspects of the web store need to be ready. This could only mean increased stress for internal teams. From customer support teams to sales reps, customers will be quick to pick up the phone if something goes wrong.

We can keep the internal team’s stress levels down by planning ahead to avoid order errors, stockouts, or customer disappointment.

– Opportunity to create customer awareness

Because of economic issues globally, B2B customers are practicing cost-saving exercises. Buyers are fewer and expectations are high. This is the time to ensure you are top-of-mind. B2B e-commerce stores can leverage this heightened awareness to capture the attention of potential buyers.

These shopping events attract a broader range of customers, including those who may not typically engage in B2B transactions. B2B online stores can grow their customer base by reaching more people and attracting those looking for discounts.

The holiday season witnesses a significant increase in online shopping activity, with consumers actively seeking deals and discounts. B2B companies can capitalize on this surge by offering attractive promotions and incentives to drive sales.

Discover what modern B2B buyers really want.

Read the 2024 B2B Buyer Report.

– The chance to showcase product range and special offers

The season is an ideal chance to showcase your B2B full catalog to holiday shoppers. Because of the increase in consumer spending, now is the time to highlight special offers, discounts, and bundled deals. Keep in mind the aim of enticing both new and existing customers to make larger purchases and upsell.

– Collect new data about customers

The seasonal increase in traffic generates valuable data from B2B customers. By effectively collecting and analyzing this data, B2B businesses can gain insights into consumer behavior, preferences, and trends. This information empowers them to optimize their strategies and enhance future marketing campaigns.

5 Steps to prepare your web store for the holiday rush

Step 1: Understand Your Audience

To prepare your B2B web store for the holidays, first understand your target audience well. To encourage buyers to shop online, you must find your ideal B2B customers and customize your message to connect with them.

We learned from the 2022 holiday season that we can achieve this through features like customer segmentation. With segmentation, you can further divide your audience based on industry, size, and preferences.

TIP: Start by analyzing past holiday season data and trends. This allows you to create detailed buyer personas rooted in real insights for your specific target audience.

Step 2: Optimize Your Website

The second phase revolves around enhancing your web store’s performance for a great customer experience.

This year, begin by reviewing and updating the website design, ensuring it’s visually appealing and user-friendly. With holiday promotions in mind, update product listings and descriptions. Look at factors like page loading speed and checkout experience.

Prioritize mobile responsiveness by optimizing the site for various devices and meticulously testing the user experience on mobile platforms.

To further enhance the user experience (UX), streamline the checkout process, prominently feature product recommendations and reviews, and improve overall speed and performance.

Don’t know where to start with optimizing the customer journey? Read our blog.

Step 3: Manage Inventory

Managing your inventory effectively will prove effective during the holiday rush. You’ll need as much optimization as possible. Begin by forecasting demand and stock levels, leveraging historical data and trends to make informed decisions.

Maintain a keen eye on suppliers and order fulfillment, fostering timely communication and devising contingency plans for potential supply chain disruptions. To meet holiday demand, stock seasonal products and promotions, including eye-catching holiday-themed items and special offers. Utilize inventory tracking and reporting tools, such as inventory management software, to stay in control of sales and inventory turnover.

Our blog on how to optimize e-commerce returns management for B2B customers will help with automating and creating smoother processes for the upcoming season.

Step 4: Plan Your Content and Marketing Strategy

Crafting a compelling content and marketing strategy is the next crucial step. Create a content calendar to plan your content well in advance, aligning it with holiday promotions. Develop engaging holiday-themed content that resonates with your audience, encompassing narratives, gift guides, and festive material.

You can make use of AI to assist in writing product descriptions and web store content.

One method that works time and time again in B2B is email marketing campaigns. At the same time, be sure not to neglect the SEO of your web store. Leverage SEO and SEM strategies by optimizing your site for holiday-related and product-related keywords. Running paid search ads assists in capturing relevant search traffic and discovering new audiences.

Step 5: Post-Holiday Season Evaluation

After the holiday season ends, it’s essential to engage in a comprehensive evaluation process to learn from your experiences.

A. Review successes and challenges: Take a close look at what went well and where challenges arose during the holiday season. Identify strengths and areas for improvement in your strategy and execution.

B. Gather customer feedback: Solicit feedback from your B2B customers to gain valuable insights into their experiences during the holidays. This feedback can inform future adjustments and enhancements to your offerings.

C. Plan for the next holiday season: Use the insights gained from your evaluation to start planning for the next holiday season.

Want to ensure your e-commerce project is a success?

Watch the 5-step plan.

Challenges B2B web stores will face during the 2023 holiday season

  • Competitive and crowded market

As sales growth increases in this season, competitors have more holiday deals. To succeed in a busy market, use focused marketing and promote offers early. Establishing a consistently reliable web store known for offering a superior purchasing experience can also help retain and attract customers.

  • Pricing pressures

To address pricing pressures, businesses can bundle products or services to provide value-added deals without compromising profit margins. Additionally, leveraging volume-based discounts or loyalty programs can incentivize larger purchases from B2B customers.

  • Inventory management

An effective inventory management system is crucial. Businesses should utilize integrated tools to ensure accurate and real-time data without relying on siloed systems. Employing accurate forecasting and demand planning techniques can help maintain optimal inventory levels.

  • Logistics and fulfillment

Optimizing warehouse operations and fulfillment processes is vital for faster order processing and shipping. Transparent communication with customers about shipping times, potential delays, and tracking information helps manage expectations effectively.

  • Customer service and support

Implementing robust customer support systems, such as live chat or chatbots, can efficiently handle customer queries during the holiday rush. Providing self-service options and detailed product information empowers customers to find answers independently.

For more information on how to implement AI in customer support, visit our blog.

  • Cybersecurity and fraud prevention

Safeguarding against cybersecurity threats and fraud is critical. Ensure your e-commerce platform incorporates robust data security measures, including encryption, secure payment gateways, and multi-factor authentication.


In closing, preparing your web store in advance for the holiday season is something to keep in mind, every year. It presents its advantages, but you will encounter challenges as well. Plan well for what your web store can control to reduce risks and avoid unnecessary stress.

Keep your customers coming back to your web store.

Read our guide to web store adoption.