Regardless of what industry you’re working in—and regardless of what you’re actually selling—if you’re selling online, there are some fundamental expectations your customers have of you.

Forward-thinking organizations understand this. They know digital experiences are judged against the best of what customers encounter anywhere—whether that’s B2C, B2B, or something in between. Here are six expectations every digital strategy must address: 

Convenience

Buyers expect the physical and digital worlds to blend seamlessly. They want to research a product on a desktop at work, continue on a mobile device at lunch, review a printed catalog at home, and finish the purchase in person or online—without friction. Every touchpoint should feel like part of a single, positive experience. 

Speed

Immediacy is the new baseline. That means fast load times, one-click ordering, simple checkout workflows, and rapid fulfillment. Every additional step or delay is a reason to abandon the process.

Assurance

Trust is foundational. Security features like SSL and data privacy compliance are table stakes, but assurance goes further. An outdated website or inconsistent brand signals risk before a single transaction takes place. Customers want to know you’re current, credible, and safe to do business with.

Accuracy

Precision matters at every stage: inventory counts, delivery windows, pricing, taxes, user reviews. Airbnb learned this lesson the hard way when hidden cleaning fees frustrated customers and forced a redesign of their entire booking experience. Clear, accurate information builds confidence and removes barriers to purchase.

Options

Flexibility is now expected. Customers want multiple ways to buy, pay, receive, and return. Liberal policies that once seemed extravagant—free returns, multiple payment methods, flexible pickup times—are now competitive necessities. The more customers can shape the experience to fit their needs, the more likely they are to engage.

Experience

Once the basics are covered, differentiation comes from the details. Unique packaging, helpful or inspirational content, and digital enhancements that extend into the physical world all add moments of surprise and delight. These are the signals that move a transaction from satisfactory to memorable. 

The Takeaway

These six expectations aren’t trends—they’re table stakes. For B2B leaders navigating digital transformation, they’re the difference between a platform that simply processes transactions and one that drives loyalty, trust, and sustainable growth.

(For an even deeper dive, visit NN/g’s original article here.)