Does live chat work on a B2B website?


Amy Culham
Digital Marketing Manager

The backbone of any successful B2B transaction is effective communication, and with the growing popularity of online interactions, companies are increasingly turning to live chat as a means of engaging with their clients and prospects in real-time.

Understanding live chat

Live chat is a customer service and sales tool that allows for real-time communication between businesses and their clients. Since its inception, live chat has significantly grown in popularity due to its convenience and efficiency for both B2C and B2B websites. According to Kayako live chat is the top support channel of choice - 41% of users prefer live chat over any other channel.

So, how does it perform specifically in a B2B context?

Benefits of using live chat

The integration of live chat within B2B websites can provide many benefits:

  • Real-time support: Live chat provides immediate customer support, answering customer questions in real-time, and rapidly resolving them.
  • Increase conversion rates: Live chat can also serve as a powerful tool for generating and nurturing B2B leads. It allows firms to deal with questions and concerns proactively. Casual website visitors can be turned into engaged prospects and eventually into customers. In fact, prospects who use live chat features are 82% more likely to become a customer and their spend is typically 13% higher (Intercom).
  • Cost-effective: Live chat reduces phone costs and improves efficiency. Chatbots can be used to handle low level issues, such as collecting lead information and suggesting help articles, freeing up people to handle more complex chats. IBM believes that AI infused chatbots can handle 80% of routine tasks and customer questions.
  • Competitive advantage: Offering live chat can set your business apart. Offering quick and personalised assistance leads to higher customer satisfaction, fostering long-term relationships and loyalty.

Case studies


Boxsite is a specialised service, offering tailored products for conservation and preservation of artefacts, artwork, and archives. Enabling customers to create custom boxes, folders, and other archival storage suited to their specific needs.

Integrating live chat greatly complements their existing user-friendly website. For example, it enables them to quickly address customer queries, guide customers through the ordering process and offer personalised recommendations.

boxsite livechat


Salesforce, a leading Customer Relationship Management (CRM) platform provider, effectively uses live chat on their website to streamline communication and enhance the customer journey.

From the outset the user has the option to live chat directly with a human operative or use the intuitive chat bot to be directed to the relevant support pages on their website.

salesforce livechat


Sage is a prominent provider of small business software solutions that include accounting, payroll, and HR. Their live chat feature opts for a friendly local approach, letting you know the operatives name and where they are based, something that most small businesses value.

sage livechat

Most common live chat tools

Here are some of the most popular live chat tools being used by B2B businesses today:

  • Intercom: Known for its robust features, Intercom allows businesses to provide a seamless customer experience from automated to human support.
  • LiveChat: One of the most popular tools in the market, LiveChat is valued for its user-friendly interface and extensive customisation options.
  • ZenDesk Chat: A popular tool for customer service, ZenDesk Chat allows customer-support agents to deliver personal, real-time help across multiple channels.
  • HubSpot: For any business that doesn’t have the budget for a comprehensive live chat solution, HubSpot is a great free option.

Live chat undeniably works for a B2B website. Not only does it enhance the customer experience by providing swift assistance, but it also aids in the acquisition of new leads, thereby driving growth and increasing overall sales. Given the rise in customer expectations for real-time communication, the question today is not whether a B2B company should use live chat, but how best they can use this tool to drive customer engagement and business growth.

If you're looking for a B2B web agency to improve your website then get in touch for a chat.

This article was updated on , filed under website development.

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