--- title: Personalized search and recommendations in B2B description: Today's B2B customers expect a personalized buying experience. Learn how to perfect your customer journeys with the help of artificial intelligence. image: https://blog.intershop.com/hubfs/Blog/banners/personalized_search_EN.png --- [Skip to the main content.](https://blog.intershop.com/personalized-search-and-recommendations-in-b2b#main-content) [![logo\_intershop\_hubspot](https://blog.intershop.com/hs-fs/hubfs/Logos/logo_intershop_hubspot.png?width=179&height=31&name=logo_intershop_hubspot.png "logo_intershop_hubspot")](https://www.intershop.com/en/) [![logo\_intershop\_hubspot](https://blog.intershop.com/hs-fs/hubfs/Logos/logo_intershop_hubspot.png?width=179&height=31&name=logo_intershop_hubspot.png "logo_intershop_hubspot")](https://www.intershop.com/en/) Toggle Menu Toggle Menu - Solutions - [Advanced personalization strategies](https://4791871.hs-sites-eu1.com/en/solutions/advanced-personalization-strategies) - Knowledge hub - [Documentation](https://docs.sparque.ai/) - About us 3 min read # Personalized search and recommendations in B2B: how does it benefit your organization? [![Picture of Chi Shing Chang](https://blog.intershop.com/hubfs/Landingpages/3_people/Chi_Shing_Chang.jpg) Chi Shing Chang](https://blog.intershop.com/author/chi-shing-chang) | April 23, 2026 [Customer Experience](https://blog.intershop.com/tag/customer-experience) [Personalization](https://blog.intershop.com/tag/personalization) [Trends](https://blog.intershop.com/tag/trends) [AI](https://blog.intershop.com/tag/ai) [B2B Commerce](https://blog.intershop.com/tag/b2b-commerce) ![Personalized search and recommendations in B2B: how does it benefit your organization?](https://blog.intershop.com/hubfs/Blog/banners/personalized_search_EN.png) **Table of Contents** [Onsite search functions, recommendations and the power of personalization](https://blog.intershop.com/personalized-search-and-recommendations-in-b2b#onsidesearch) [Personalized search functions and recommendations](https://blog.intershop.com/personalized-search-and-recommendations-in-b2b#personalization) [What benefits do personalized search functions and recommendations offer your company?](https://blog.intershop.com/personalized-search-and-recommendations-in-b2b#benefits) Personalized search functions and recommendations are clever ways to optimize the customer journey in e-commerce. Thanks to modern AI technology, these can now be implemented even more easily. B2B customers are able to quickly find the right products in an online shop. But there are also many advantages for B2B sellers. In this article, we take a closer look at the greatest potential of personalized search functions and recommendations.   Business customers' expectations of e-commerce are constantly increasing. B2B customers want to find the right products quickly and therefore expect personalized and targeted navigation with appropriate recommendations on the homepage, on product pages, in the shopping cart, on category pages — essentially on the entire website. With an [onsite search and recommendation tool](https://www.intershop.com/en/search-and-recommendations), you can help your customers find what they are looking for more quickly. Such a tool autonomously draws on all available background information about the user in order to provide the most personalized and relevant shopping experience possible.   ## Onsite search functions, recommendations and the power of personalization Why is it worth using personalization in onsite search? Because website visitors often use the onsite search bar when they already know exactly what they want and have a clear intention to buy. This is especially true in the B2B sector. That's why a well-performing [onsite search function](https://sparque.ai/en/solutions/personalized-search) is essential in B2B e-commerce. If customers can't easily find the product they want, they'll leave your online store and look elsewhere. On the other hand, if they find the right product at the top of the search results because you've personalized it, a conversion is likely.  For example, your fasteners product category is dominated by two brands. Half of your customers prefer brand A, and the other half prefer brand B. If brand A's products rank at the top of the search results list, half of your customers will have more difficulty finding the products they are looking for. The same is true in reverse (if brand B's products rank better). The only viable solution is to personalize the fasteners so that the ranking matches each customer's preferences. Personalized recommendations also [increase your conversion rate significantly](https://blog.intershop.com/hubfs/Documents/Checklists/Checklist-How-to-improve-the-conversion-rate-of-your-B2B-e-commerce.pdf). Ultimately, the probability of a conversion is much higher with a personalized recommendation than with a hard-coded recommendation. Personalized recommendations also have the advantage that the average order value increases because additional products are added to the shopping cart. It’s a win-win situation for your customers and your company.    ### Personalized search functions and recommendations — child's play with AI! Fortunately, improving (i.e., personalizing) your onsite search and recommendations has never been easier: More and more modern e-commerce websites are using artificial intelligence (AI) to do this. Algorithms use existing data to create unique user journeys that precisely match each visitor's preferences and context. Personalizing search and recommendations using AI enables your customers to have a smooth, pleasant, and quick ordering process. The great thing about AI-supported personalization is that your company's return on investment is very easy to measure. By setting clear KPIs in advance and continuously checking whether your algorithm is achieving the desired result, you can closely monitor the ROI and identify optimization potential.   ### What benefits do personalized search functions and recommendations offer your company? #### 1. Higher conversion rate A good AI-powered online search and recommendation tool ensures that customers find exactly what they are looking for. This is important because your conversion rate, to a large extent, depends on good discoverability. After all, you can't buy what you can't find. That's why personalized results increase the conversion rate by an average of 20%. #### 2. Higher average order value The order value also increases by an average of 5%. This can be achieved, for example, through AI-supported tie-in sales, which means more items are purchased and the order value increases. AI-supported personalization also allows you to display alternative products (e.g., when a product is currently unavailable) and prominently place new products and private labels. #### 3. Higher average revenue per visitor Due to the higher conversion rate and higher average order value, revenue per user also increases, by an average of 27%. #### 4. Higher customer lifetime value Personalization is beneficial at all stages of the customer journey. You can support and advise customers in their own business processes by suggesting maintenance or replacement of components, prioritizing documentation that corresponds to the installed base, etc. This leads to stronger customer loyalty and, as a result, higher customer lifetime value. #### 5. Lower cost per visitor When you offer a better, personalized user experience, the proportion of repeat visitors increases, which in turn reduces your cost per visit or acquisition by an average of 18%. In addition, personalized search functions and [recommendations](https://sparque.ai/de/ki-loesungen/personalisierte-empfehlungen) ensure that your customers order exactly the right products for them, which will reduce the volume of returns, complaints, and support requests. #### 6. Higher share of wallet in key customer segments [Personalization creates a better customer experience](https://blog.intershop.com/en/success-factor-b2b-customer-experience-6-ways-to-drive-conversions) and makes you the preferred supplier for online orders. Customers who use multiple suppliers will buy more of their needs from you, helping you increase your market share over the competition. Whoever offers the best experience wins the business.   *Want to learn more about personalization in B2B e-commerce and how AI can help you perfect your customer journeys? Then download this whitepaper:* [![Download: AI-driven personalization in B2B e-commerce](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/4791871/dccb428f-00ad-4dbe-b835-7ac791c2cf66.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/4791871/dccb428f-00ad-4dbe-b835-7ac791c2cf66) ###### Share: [![](https://blog.intershop.com/hubfs/raw_assets/public/CLEAN-6-1-Sparque-theme%20child/images/icon_linkedin.svg)](https://www.linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fblog.intershop.com%2Fpersonalized-search-and-recommendations-in-b2b) [![Picture of Chi Shing Chang](https://blog.intershop.com/hs-fs/hubfs/Landingpages/3_people/Chi_Shing_Chang.jpg?width=90&height=90&name=Chi_Shing_Chang.jpg)](https://blog.intershop.com/author/chi-shing-chang) [Chi Shing Chang](https://blog.intershop.com/author/chi-shing-chang) Chi Shing is an expert in e-commerce data science, personalization, recommendations, and onsite search. As co-founder of SPARQUE.AI he knows how to create hyper-personalized buying journeys in B2B and B2C scenarios. [![The transformative power of generative AI in B2B e-commerce](https://blog.intershop.com/hubfs/Blog/banners/blog-shopping-tomorrow-02_EN.jpg)](https://blog.intershop.com/the-transformative-power-of-generative-ai-in-b2b-e-commerce) #### [The transformative power of generative AI in B2B e-commerce](https://blog.intershop.com/the-transformative-power-of-generative-ai-in-b2b-e-commerce) ![Picture of Robert de Boer](https://blog.intershop.com/hs-fs/hubfs/Landingpages/3_people/Robert_de_Boer_round_200x200.png?width=30&name=Robert_de_Boer_round_200x200.png) [Robert de Boer](https://blog.intershop.com/author/robert-de-boer) | Apr 23, 2026 The digital transformation of B2B e-commerce is rapidly evolving, driven by advancements in technology and changing customer expectations. One of the... [Customer Experience](https://blog.intershop.com/tag/customer-experience) [Platform & Solutions](https://blog.intershop.com/tag/platform-solutions) [AI](https://blog.intershop.com/tag/ai) [B2B Commerce](https://blog.intershop.com/tag/b2b-commerce) [Read More](https://blog.intershop.com/the-transformative-power-of-generative-ai-in-b2b-e-commerce) [![Scaling success: How RAJA leverages Intershop for a seamless B2B customer experience](https://blog.intershop.com/hubfs/Blog/banners/raja-EN.jpg)](https://blog.intershop.com/scaling-success-how-raja-leverages-intershop-for-a-seamless-b2b-customer-experience) #### [Scaling success: How RAJA leverages Intershop for a seamless B2B customer experience](https://blog.intershop.com/scaling-success-how-raja-leverages-intershop-for-a-seamless-b2b-customer-experience) ![Picture of Frank Calviño](https://blog.intershop.com/hs-fs/hubfs/Blog/staff/Frank_Calvino.jpg?width=30&name=Frank_Calvino.jpg) [Frank Calviño](https://blog.intershop.com/author/frank-calvino) | Apr 23, 2026 RAJA's history is one of constant pioneering: This renowned packaging materials wholesaler was founded by two women – Rachel Marcovici and Janine... [Customer Experience](https://blog.intershop.com/tag/customer-experience) [B2B Commerce](https://blog.intershop.com/tag/b2b-commerce) [Read More](https://blog.intershop.com/scaling-success-how-raja-leverages-intershop-for-a-seamless-b2b-customer-experience) [![E-commerce in 3D: That’s how B2B companies benefit from virtual commerce](https://blog.intershop.com/hubfs/Blog/banners/virtual-commerce-EN.jpg)](https://blog.intershop.com/e-commerce-in-3d-thats-how-b2b-companies-benefit-from-virtual-commerce) #### [E-commerce in 3D: That’s how B2B companies benefit from virtual commerce](https://blog.intershop.com/e-commerce-in-3d-thats-how-b2b-companies-benefit-from-virtual-commerce) ![Picture of Tobias Giese](https://blog.intershop.com/hs-fs/hubfs/Landingpages/3_people/Tobias_Giese_200x200.png?width=30&name=Tobias_Giese_200x200.png) [Tobias Giese](https://blog.intershop.com/author/tobias-giese) | Aug 20, 2024 None of us wants to buy the proverbial pig in a poke. Actually to see what you are buying, to be able to look at it from every angle is one of the... 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