Why it matters
Elements of Value
Enabling B2B Trade and Commerce Network
Personalised, Predictive, Powerful Delivering Digital Transformation Success
What is B2B e-commerce and why does it matter?
B2B e-commerce utilises online platforms to carry out transactions between businesses. B2B hasn’t relied on e-commerce to the same degree as B2C. As a result, most B2B organisations haven’t felt the same pressure to prioritise their digital sales channels. When it comes to creating exceptional customer journeys, many B2B companies are a step behind. Businesses can’t afford to stumble in today’s climate, even if e-commerce still accounts for a relatively small slice of the B2B sales pie. According to a Forrester report, 73% of today’s sellers use an e-commerce or online sales portal – with an average of 27% of revenues coming from these channels. This is set to increase suddenly and drastically, as 83% of businesses say they plan to increase e-commerce sales in the next three years. The companies that are focusing on growing their e-commerce platform will be well prepared to face the future: cross your fingers for the other 17%.
Embrace an omnichannel strategy
An omnichannel experience offers users seamless interactions across a range of connected channels, which can include social media, websites, brick-and-mortar shops, chatbots, emails, and more. In multi-channel experiences, these various channels operate in silos, but an omnichannel strategy unites them to provide a more holistic journey. Creating an omnichannel strategy is all about breaking silos, unifying data, and putting the customer at the heart of everything. Simply put, it’s about connection. This has long been the focus of B2C, but it's evident that it’s the future of B2B as well. According to the Forrester report, a third of B2B sellers have already implemented an omnichannel strategy and most of the remaining businesses are now taking steps to do so. For B2B organisations looking to future-proof their organisation while also gaining a competitive advantage, this is the perfect time to create an omnichannel strategy.