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In August 2019, we conducted quantitative research focusing on e-commerce trends within the B2B/manufacturing organizations. The result of our research was B2B eCommerce Benchmark Survey Report 2019 which demonstrated the major trends. Read the full report here.
1.E-commerce is a must-have, not a nice-to-have
The majority already have an online sales presence and have had for a while. And of those that don’t, many plan to do so in the next 12 months. This shows that the conversation has clearly moved away from whether to get involved with e-commerce, to how to get involved.
Strategies among manufacturers diverge, ranging from a very closed approach of selling one’s products only on a company’s dedicated platform to protect the brand; or a more open approach involving other online marketplaces like Amazon.
2. The main purpose of an e-commerce platform is to increase sales
There is a clear purpose to e-commerce within manufacturing organizations: it is a business-driven strategy focused on increasing sales. The execution of the platform will be key to how successful companies become.
How to generate traffic to the platform? How do organizations improve customer experience in product searches? What kinds of tools and technologies are there to improve the maturity of e-commerce webshops in terms of advanced searches, chatbots, product recommendations? What types of pricing strategies and logistics networks are needed?
3. Data is at the heart of a successful e-commerce platform
Data is essential for success to grow from a multi- to omnichannel approach.
Do you have the right product data? Customer data? What kind of analytics do you have to improve the webshops, and create new revenue streams out of new customers? How do you integrate your own webshop to customer’s ERP or buying portals all the while remaining compliant to data regulations?
Interested in learning more about the best B2B e-commerce practices and engage with peers and experts? Read the agenda and register to Copperberg’s first business platform on e-commerce, e-Connect Europe.