B2B e-commerce is a path of no return for companies that want to continue growing and exploring strategies that are in line with the market momentum.
It's no news that digitalization has become practically mandatory in 2020 and 2021. The possibility of self-service and interactions even when away from home has made it easier for buyers to find out more about what they are looking for, as well as placing orders in a more automated way.
A survey carried out by Intelligenzia points out that 51% of companies in the B2B segment were already prepared for the market situation in 2020. While 41% were caught off guard.
In total, 75.5% of the people interviewed in the survey said that the organizations they work for have suffered financial impacts as a result of the pandemic.
Thus, sectors that have become accustomed to the traditional, face-to-face sales model have also realized the need to adopt digital transformation.
According to a survey by McKinsey points out, commercial models that cover both online and offline have been more prominent since companies started migrating to the omnichannel model.
At least 28% of companies already have hybrid sales functionality, operating on various channels such as email, WhatsApp, telephone and, of course, sales websites.
The projection for the B2B market is that more than 75% of sellers and buyers believe that the new model is digital - and that it is also more efficient in this post-pandemic scenario.
In a report published by Statistabased on research by AgileIntel Research, the gross value of global B2B e-commerce jumped to US$18.400 trillion in 2021, and is projected to reach approximately US$22.172 trillion in 2022.
As a result, satisfaction with the hybrid and digital sales model has grown considerably.
More than 90% of B2B companies say that the marketing model they use is as effective or more effective than before the pandemic began. However, 31% believe they have a much more effective model for reaching and serving customers; two years ago this percentage was 9%.
"The pandemic has accelerated trends that we were already identifying in the recent past. The new market dynamics now require companies to take swift action focused on the customer experience, with new channel and service strategies, in search of the new standard of commercial excellence" Adriano Canela - Partner at McKinsey.
Another point of attention has been sales at granular levels, which are made easier by digital channels. As a result, demands have become more controlled, allowing prices to be set and varied more assertively for buyers of all sizes. Even in the digital world, B2B buyers value relationships. According to research by Sana Commerce, four out of five buyers feel that the relationship between buyer and seller is important and influences their purchasing decisions.
Some highlights for B2B e-commerce:
- E-commerce has become the main purchasing channel for B2B consumers. According to Sana Commerce, more than 50% of professional buyers use online stores to place their orders, followed by e-mail (45%) and telephone calls (36%);
- Approximately 90% of buyers use online channels to research and find new suppliers;
- Millennials, the first generation to grow up with the Internet and smartphones, are responsible for 50% of all B2B purchasing decisions, and 84% expect real-time interactions during purchase or service;
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