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1、B2B ecommerce took off during the pandemic,leading manufacturers and distributors to invest heavily in this channel.As they do,theyre rethinking how they interact with customers in the digital age.Here are the keys to success.A custom report forFrom the editors of2B2B manufacturers and distributors,
2、and the customers who purchase from them,agree on one thing:The pandemic led businesses to purchase more online.Data backs that up,as Forrester Research projects B2B ecommerce will growth at a 10.7%annual rate from 2022-2027 versus only.5%for offline B2B sales.That significant shift is driving strat
3、egic rethinking and accelerating technology investments for many manufacturers and distributors that sell to businesses and other enterprises such as government agencies,nonprofit organizations and school systems.What are the top priorities for these B2B sellers?A survey for Adobe Inc.by Digital Com
4、merce 360 reveals three that stand out:2023 B2B COMMERCE GROWTH STRATEGIES SURVEY1.B2B sellers are expanding into new markets,both in terms of geography and reaching new customer segments with added product lines,taking advantage of the global reach afforded by ecommerce.3.Companies are scrutinizing
5、 their ecommerce platforms,weighing whether to replace them with more sophisticated systems to support digital expansion,including internationally.2.Personalization is a top priority,but companies are finding that customizing content and purchasing options is far more complex in B2B than in B2C.Amon
6、g other differences,personalization in B2B means enabling each business buyer to do their job more efficiently,not catering to personal preferences.59%list ecommerce platform and applications among their top three technology budget priorities for the coming year.41%of B2B sellers cite expanding into
7、 new markets and region as a major challenge.63%say they are investing in new site features such as personalization and customization.2023 B2B COMMERCE GROWTH STRATEGIES SURVEY3A custom report forFrom the editors ofEXECUTIVE SUMMARYEach of these tasks is challenging,as selling online to business buy
8、ers is far more complex than selling to consumers via the web.Thats because the products businesses purchase often must meet strict specifications,large transactions can require credit arrangements,approvals often involve many individuals at the purchasing company,and complex shipping and freight ar
9、raignments complicate logistics.Completing transactions online requires sophisticated digital capabilities to replace what has traditionally been completed manually between buyers and sellers.This research report will dig into the survey results,exploring what B2B sellers say about their digital cap
10、abilities,their priorities and their challenges.It will also draw on insights from B2B ecommerce experts who will offer advice on how companies can avoid some of the common pitfalls along the road to improved online customer experience and revenue growth.All the experts we spoke with emphasized that
11、 this is not primarily a technology issue.The shift to digital has fundamentally changed how customers interact with the companies they buy from.Selling organizations must ask themselves what their business customers want today,what pain points they encounter as they seek to buy online and what proc
12、esses should be modified to serve customers more effectively.Once each B2B company can answer those questions,it can make technology investments that meet its needs.And making the right choices will be even more important if an economic downturn creates more competition among B2B sellers for fewer b
13、uyer dollars.Those are the conclusions we draw from a survey of executives from 151 B2B companies worldwide.Half of the respondents came from companies in North America,another quarter from Europe,the Middle East and Africa,and the remainder from Asia/Pacific and Latin America.Many of the respondent
14、s work for larger businesses.73%are employed by companies with more than 500 employees and 53%for companies with at least$500 million in annual sales.They work in a variety of industries,led by consumer products,industrial equipment and supplies,services and computers/electronics.Many of their compa
15、nies are well advanced in digital commerce,with 57%saying ecommerce accounts for more than half of revenue.In short,this survey reflects the state of play in B2B commerce today:Most manufacturers and distributors,regardless of region or vertical industry,have moved beyond their initial investments i
16、n B2B ecommerce.Its no longer a question of whether to invest in digital,but how to investand how to overcome the obstacles that arise when companies transition to a new way of selling to and serving their customers.The aim of this report is to provide a snapshot of B2B companies experience and stra
17、tegies,and to provide insights companies can use to improve their own digital performance.Heres what we will cover:CONTENTSRole of B2B ecommerce in company growth 4Personalization tactics and priorities 15Digital expansion challenges 21Technology choices and gaining internal alignment 266 recommenda
18、tions for an uncertain future 314Buying online is now the norm for businesses as much as it is for consumers.Of the companies we surveyed,66%said they already capture half or more of their sales from their own ecommerce sites.And 74%expect their websites to generate more than 50%of sales in 2023.202
19、3 B2B COMMERCE GROWTH STRATEGIES SURVEY2 IN 3 B2B SELLERS CAPTURE HALF THEIR REVENUE FROM THEIR ECOMMERCE SITES3 IN 4 B2B SELLERS EXPECT TO CAPTURE HALF OR MORE OF THEIR SALES FROM THEIR OWN ECOMMERCE SITESB2B SELLER INSIGHTSB2B SELLER INSIGHTSWhat percent of your annual sales are currently captured
20、 from your own ecommerce websites?Thinking ahead,what percentage of your annual sales might be captured from your own ecommerce sites at the end of 2023?Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022100%of sale
21、s5%100%of sales10%75-99%of sales29%50-74%of sales32%21-49%of sales19%21-49%of sales15%11-20%of sales8%11-20%of sales3%1-5%of sales3%1-5%of sales3%6-10%of sales4%6-10%of sales5%50-74%of sales28%75-99%of sales36%72%63%80%71%2023 B2B COMMERCE GROWTH STRATEGIES SURVEY5A custom report forFrom the editors
22、 ofROLE OF B2B ECOMMERCE IN COMPANY GROWTHLarge companies are ahead of their smaller and midsized competitors,the survey shows.Of respondents from companies with at least$500 million in annual sales(53%of those who took the survey),72%say they already get more than half of sales from their ecommerce
23、 sites and 80%believe that will be the case in 2023.Corresponding figures for businesses with under$500 million in sales were 62%in 2022 and forecasted to reach 71%in 2023.That means the largest companies with the broadest reach are the most advanced digitally as a rule.In other words,the dominant c
24、ompanies in your markets are likely already ecommerce leaders and investing more in digital each year.BIG FIRMS LEAD IN ECOMMERCEB2B SELLER INSIGHTSPercent of companies with more than half of total revenue coming from their own ecommerce sitesCompanies with annual revenues:Below$500 million Above$50
25、0 millionSource:Digital Commerce 360 survey of 151 B2B sellers,September 2022What percent of your annual sales are currently captured from your own ecommerce websites?Thinking ahead,what percentage of your annual sales might be captured from your own ecommerce sites at the end of 2023?2023 B2B COMME
26、RCE GROWTH STRATEGIES SURVEY6A custom report forFrom the editors ofCompanies continue to rely on other channels,of course.11%of respondents said they still get more than half of company revenue from such traditional sales methods as in-person visits,trade shows and direct mail,and 9%say the same for
27、 phone and video calls and email.But a much larger share,28%,derive more than half of total company revenue from self-service digital channels like websites and mobile apps.The shift to digital is real,and its not just sellers reporting that.B2B buyers also agree theyre buying more online than they
28、did in the past.68%of B2B buyers said they plan to make at least 40%of their purchases online by the end of 2022 according to an April 2022 survey by Amazon Business of 440 U.S.purchasers from midsized and larger U.S.businesses.This is up from 56%in 2021.SELF-SERVICE DIGITAL CHANNELS PRODUCE THE MOS
29、T REVENUEB2B SELLER INSIGHTSWhat percentage of your total company revenue is derived from the following sources?None Less than half More than halfSource:Digital Commerce 360 survey of 151 B2B sellers,September 2022Self-service digital channels:website,ecommerce,chatbots,internet searches,and mobile
30、appsIn-person sales channels:in-person meetings,direct mail,fax,tradeshowsRemote sales channels:phone,video calls,email72%86%2%87%4%28%11%9%ROLE OF B2B ECOMMERCE IN COMPANY GROWTH2023 B2B COMMERCE GROWTH STRATEGIES SURVEY7A custom report forFrom the editors ofManufacturers and distributors are respo
31、nding to this shift with significant initiatives,our survey shows.Asked how their recent experience has impacted their ecommerce strategies,63%said its led them to put a higher priority on improving customer experience on their websites,including through better personalization of content and customi
32、zing options to each visitor.That was closely followed by 62%who have shifted their focus to investing more in their ecommerce sites and 57%who plan to sell more products through their online channels.Many other priorities were selected,as well.In fact,eight of the options offered were cited by at l
33、east 40%of survey participants,an indication that executives hope to improve their ecommerce sites in many ways.A GREATER FOCUS ON CUSTOMER EXPERIENCEWHERE B2B SELLERS ARE INVESTING IN ECOMMERCEB2B SELLER INSIGHTSHow has the business during 2021/2022 changed your approach to ecommerce?(Multiple resp
34、onses allowed.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Improve user experience by adding features(personalization,customization,etc.)63%Shifted our focus to investing more in our ecommerce site62%Adding more products/product lines to our online channel57%Adding more servi
35、ces to complement our current product assortment50%Adding new sales channels(marketplace,punchout,e-procurement)48%Conducting a review of our supply chain and adding new suppliers45%Providing more customer service to support our online business needs44%Added/adding a B2C/D2C channel40%Developing new
36、 hiring and internal training programs36%Assessing organizational structure35%Looking at more direct-to-consumer logistics and delivery(curbside,dropship)23%ROLE OF B2B ECOMMERCE IN COMPANY GROWTH2023 B2B COMMERCE GROWTH STRATEGIES SURVEY8A custom report forFrom the editors ofROLE OF B2B ECOMMERCE I
37、N COMPANY GROWTH A GREATER FOCUS ON CUSTOMER EXPERIENCEIn all cases,larger firms were more likely to be investing than smaller ones,and that was particularly true for initiatives that require the broadest rethinking of business strategy.For example,54.2%of businesses with more than$500 million in an
38、nual sales are reviewing their supply chain and seeking new suppliers,versus 35.5%of smaller companies.And 44.6%of larger firms are reassessing their organizational structure in light of the shift to digital,versus only 23.7%of smaller companies.The takeaway is that small and midsized companies are
39、still catching up on some of the foundational tactics of ecommerce,such as personalization and expanding selection.Many large companies,meanwhile,have recognized that winning in the digital arena will require significant changes in how they do business and organize themselves internally.WHERE BIG AN
40、D SMALL FIRMS DIVERGE ON B2B ECOMMERCE PLANSB2B SELLER INSIGHTSHow has the business climate during 2021/2022 changed your approach to ecommerce?(Multiple responses allowed.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Companies with annual revenues:Below$500 million Above$500
41、million|OverallAssessing organizational structureLooking at more direct-to-consumer logistics and delivery(curbside,dropship)Conducting a review of our supply chain and adding new suppliersDeveloping new hiring and internal training programsProviding more customer service to support our online busin
42、ess needs23.7%44.6%34.6%35.5%54.2%45.3%13.2%33.7%23.9%26.3%43.4%35.2%35.5%51.8%44.0%2023 B2B COMMERCE GROWTH STRATEGIES SURVEY9A custom report forFrom the editors of RETHINKING SALES CHANNELSLooking ahead,several of the growth strategies cited for the next 18 months reflect how ecommerce is impactin
43、g the relationships between channel partners,including manufacturers and the distributors that resell their products.The top growth strategy selected was launching a B2B ecommerce portal for distributor clients.That was cited by 62%overall and more than two-thirds of larger firms.This strategy espec
44、ially makes sense for manufacturers that rely on distributors as a critical sales channel.In addition,51%of survey respondents said they plan to launch sites for other channel partners to sell their products,including 61%of larger firms versus 40%of smaller ones.However,other answers suggest compani
45、es may be bypassing channel partners to sell directly to end customers.59%plan to add a buying portal for end customers,not just for their channel partners.Meanwhile,40%plan to launch ecommerce sites to sell directly to consumers,bypassing retailers.Larger companies were more likely(48%to 37%)to be
46、TOP ECOMMERCE STRATEGIES OF B2B COMPANIESB2B SELLER INSIGHTSWhich of the following ecommerce strategies are you considering implementing in the next 18 months?(Multiple responses allowed.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Launch a B2B buying portal for our distribut
47、or customers61%Launch new ecommerce websites in new markets and regions58%Launch a B2B buying portal for our end customers57%Launch sites for channel partners to sell our products(B2B2B or B2B2C)49%Launch omnichannel fulfillment options(buy-online,pick-up in store or branch location)40%Launch a B2C
48、ecommerce website for consumers40%Add drop-ship vendors to our existing ecommerce website38%Launch a mobile app36%Implement industrial IoT devices to streamline and automate ordering processes33%Start selling services in addition to physical goods on our ecommerce website31%Start selling subscriptio
49、n-based ecommerce offerings28%ROLE OF B2B ECOMMERCE IN COMPANY GROWTH2023 B2B COMMERCE GROWTH STRATEGIES SURVEY10A custom report forFrom the editors ofplanning to sell their products directly to consumers via the web.Ecommerce provides a new way to eliminate the middleman which may be distributors,w
50、holesalers or retailers to sell directly to end customers.Larger companies in particular see this as a way to boost profit margins by capturing the commissions charged by resellers.40%of B2B sellers surveyed plan to add new fulfillment options,such as buy online for pickup at a store or branch,adopt
51、ing a tactic that retailers now frequently offer consumers.Nearly as many(38%)expect to add more products to their own ecommerce sites by working with drop-ship partners that will deliver goods directly to end customers.And 31%plan to start selling services on their websites,including 42%of larger f
52、irms versus 20%of smaller ones.Particularly for manufacturers,there are considerable opportunities to generate new revenue by selling product warranties and spare parts for their goods.One of the biggest divides is in implementing Internet-of-Things(IoT)systems,such as sensors that automatically reo
53、rder consumable products for machines when they are running low or replenish vending machines when items like work gloves or goggles are nearly gone.Nearly 45%of larger firms versus only 20%of smaller companies have IoT on their roadmap.There is also a gap when it comes to introducing a mobile app(i
54、ncluding native mobile apps and progressive web apps)that can make placing orders and reordering more convenient for customers already familiar with your company.42%of large companies versus 30%of smaller ones plan to introduce an app.These results also point to large companies seeking to extend the
55、ir digital advantage over smaller rivals by investing in more advanced technology and ecommerce options,including IoT and new ecommerce sites for distribution partners or end customers.30%of smaller ones.42%of large companies plan to introduce an app versusROLE OF B2B ECOMMERCE IN COMPANY GROWTH RET
56、HINKING SALES CHANNELS2023 B2B COMMERCE GROWTH STRATEGIES SURVEY11From the editors ofA custom report forAn example of a major manufacturer going the standardized route is HP,which now sells online in more than 40 countries using the Adobe Commerce platform.Standard elements include page design templ
57、ates,navigation,dashboards and security.Local teams can customize their site with locally appropriate payments,language,fulfillment and order management capabilities.Employing a standardized system has allowed HP,which sells online both to businesses and consumers,to quickly introduce new features i
58、n all its markets,such as buy online,pick up in store.This approach,Kennedy says,helps companies innovate quickly and cost-effectively.An ecommerce site allows a company to sell to new geographic markets and new industries.But,experts say,each new market has its own requirements and may have to be t
59、reated as a new business.The reach of the internet makes international expansion tempting,but be aware that each country has its own laws,regulations and culture,says Lisa Berry,senior business systems analyst at ecommerce consulting firm Gorilla Group.For example,leather goods treated with certain
60、chemicals cant be imported into Europe.In some countries,showing prices online is the norm,and in others its not.Data privacy rules vary widely from one country to the next,as do popular payment methods.And keep in mind that the same product may face different regulatory hurdles depending on the app
61、lication,says Mike Rabbior,principal and chief strategist for digital commerce at consulting firm Perficient.Consider a shutoff valve for pipes that could be used to transport water or gas.While a buyer planning to use the valve in a water system likely is only worried about whether it will leak,if
62、its going to be used for gas it has to be certified for every gas mixture that will be used,Rabbior says.Companies also must decide whether to build each new countrys website on a standard platform or allow each local team to build its own site.Many B2B sellers are consolidating onto a single ecomme
63、rce platform after finding that maintaining different systems in each country is expensive and slows down deployment of new features,says Ed Kennedy of Adobe.WAYS TO WIN:NEW MARKETS REQUIRE NEW THINKINGROLE OF B2B ECOMMERCE IN COMPANY GROWTHThe reach of the internet makes international expansion tem
64、pting,but be aware that each country has its own laws,regulations and culture.Lisa Berry,senior business systems analyst,Gorilla Group$24.6$56.5$130.0 2023 B2B COMMERCE GROWTH STRATEGIES SURVEY12A custom report forFrom the editors ofAnother big focus is on expanding through online marketplaces.B2B m
65、arketplaces have exploded in recent years,with sales on those online portals projected to reach$130 billion in the U.S.this year,based on Digital Commerce 360 research.That would be six times greater than the nearly$25 billion in sales on B2B marketplaces in 2020.Much of that purchasing comes on mul
66、tiseller ecommerce marketplaces operated by such large players as Amazon,eBay,Alibaba and SAP.But Digital Commerce 360 now tracks more than 400 B2B marketplaces.Many of them are highly specialized,such as Circular.co,which sells recycled materials,and BayS where more than 250 manufacturers and distr
67、ibutors sell screws,rivets and other fastening products to 45,000 registered buyers.BIG GROWTH IN B2B MARKETPLACESB2B MARKETPLACES ARE GROWING RAPIDLYEstimated sales on U.S.B2B marketplaces,in billions202020212022Source:Digital Commerce 360ROLE OF B2B ECOMMERCE IN COMPANY GROWTH2023 B2B COMMERCE GRO
68、WTH STRATEGIES SURVEY13A custom report forFrom the editors ofTwo-thirds of respondents to our survey said they already sell on marketplaces and 56%said their distributors do.Whats more,nearly half(48%)of the companies who took the survey say they plan to increase the number of marketplaces they sell
69、 on this year,including 58%of larger firms.And 38%of respondents say they expect to launch a new marketplace where other companies can sell and 36%to invite other organizations to sell on their ecommerce sites,creating their own marketplaces.Smaller companies were almost as likely as larger ones to
70、be investing in their own multi-seller portals.MANY B2B FIRMS PLAN TO EXPAND MARKETPLACE PARTICIPATIONB2B SELLER INSIGHTSWhich of the following describes your current involvement in marketplaces?(Multiple responses allowed.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022We curre
71、ntly list our products directly on 3rd party marketplaces(Amazon,Walmart,Alibaba,etc.)66%Our authorized resellers currently list our products directly on 3rd party marketplaces(Amazon,Walmart,Alibaba,etc.)56%We plan to increase the number of 3rd party marketplaces we sell on this year48%We plan to l
72、aunch a new marketplace where other sellers will be able to list products38%We plan to list our products on 3rd marketplaces for the first time in 202236%We plan to add marketplace capabilities to our existing ecommerce website36%None of the above3%ROLE OF B2B ECOMMERCE IN COMPANY GROWTH BIG GROWTH
73、IN B2B MARKETPLACES2023 B2B COMMERCE GROWTH STRATEGIES SURVEY14A custom report forFrom the editors ofB2B marketplaces and 57%that they were purchasing more on marketplaces because of the pandemic,in a survey by Digital Commerce 360 and Bizrate Insights.That kind of customer demand in many cases just
74、ifies the investment required to set up a marketplace and to ensure that buyers get the kind of quality products and service they expect.The investment is not insignificant,but the opportunity is undeniably large.B2B sellers are responding,and larger ones fastest of all.Among the companies that have
75、 launched their own B2B marketplaces is the Honeywell Aerospace division of Honeywell Inc.,which manufactures airplane parts.Honeywell launched GoDirectT to enable many companies to sell avionics equipment to end customers.ABB,a multinational company that supplies robotics,power,electrical equipment
76、 and automation technology,took a similar step by launching a marketplace for its distributors in Brazil.The company realized that it was hard for many end users,both businesses and consumers,to travel to the physical locations of its distributors and created the online marketplace to enable those c
77、ustomers to purchase via the web.All this activity is driven by buyer behavior:49%of B2B buyers said in April 2021 they were making a quarter or more of all their business purchases on BOTTOM LINEThe shift to online buying by businesses and other enterprise purchasers is driving B2B sellers to inves
78、t in ecommerce through improving their websites,moving into new markets,selling more aggressively on online marketplaces and creating their own online marketplaces.ABB launched an online marketplace in Brazil after realizing it was hard for many end users to travel to its distributors physical locat
79、ions.ROLE OF B2B ECOMMERCE IN COMPANY GROWTH BIG GROWTH IN B2B MARKETPLACES15The survey shows most B2B sellers believe they have mastered the basics of ecommerce,such as site search and product reviews.But when it comes to personalized commerce,larger companies are more satisfied with their efforts,
80、while many smaller competitors are investing in this area.Two-thirds of B2B sellers say they are successfully driving online conversions with such widely deployed features as site search,promotions,product ratings and reviews,and showing inventory availability.MANY CONVERSION TACTICS ARE WORKING WEL
81、L FOR SELLERSB2B SELLER INSIGHTSHow successful have each of the following tactics been when it comes to driving conversion?(Percent citing success.)In-stock product notifications68%Improving site and ecommerce analytics67%Onsite search67%Product recommendations66%Promotions66%Product ratings and rev
82、iews66%Implementing Progressive Web Application(PWA)60%Embedding commerce in other channels using headless technology57%Product videos57%Optimizing native mobile experiences51%Product bundling47%Source:Digital Commerce 360 survey of 151 B2B sellers,September 20222023 B2B COMMERCE GROWTH STRATEGIES S
83、URVEY74.7%59.2%63.9%47.4%55.4%38.2%55.4%43.4%2023 B2B COMMERCE GROWTH STRATEGIES SURVEY16A custom report forFrom the editors ofPERSONALIZATION TACTICS AND PRIORITIESIn a few areas,larger companies report greater success.That includes analytics,mobile website experience,product bundling and product v
84、ideos.While companies of all sizes generally believe that personalization is working for them,those with more than$500 million in annual revenue report greater success in several areas.Overall,B2B sellers are seeing the greatest return from tailoring site search results,for example by showing buyers
85、 only products they are approved to buy and the prices their companies have negotiated.LARGER FIRMS CLAIM GREATER SUCCESS WITH CERTAIN CONVERSION TACTICSB2B SELLER INSIGHTSHow successful have each of the following tactics been when it comes to driving conversion?(Percent choosing“successful.”)Compan
86、ies with annual revenues:Below$500 million Above$500 millionImproving site and ecommerce analyticsOptimizing native mobile web experiencesProduct bundlingProduct videosSource:Digital Commerce 360 survey of 151 B2B sellers,September 20222023 B2B COMMERCE GROWTH STRATEGIES SURVEY17A custom report forF
87、rom the editors ofOther successful tactics include providing payment options specific to each customer,personalizing category pages and targeting various kinds of website and marketing promotions for specific customer segments.WHICH PERSONALIZATION TACTICS ARE WORKING BEST IN B2B?B2B SELLER INSIGHTS
88、What is the status of each of the following personalization tactics?(Percent currently employing with strong outcomes.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Personalized site search results58%Personalized payment or shipping options56%Personalized product recommendation
89、s48%Targeting site content and/or promotions to specific customer segments48%Personalized marketing(email,ad campaigns,SMS,mobile push notifications)48%Personalized site product category pages44%Dynamic UIs(like adjusting navigation for each user or company)42%Customer specific pricing/customer pric
90、e books41%Personalized reporting/insights available to customers38%A/B or multivariate testing33%Customer specific catalog access restrictions30%PERSONALIZATION TACTICS AND PRIORITIES2023 B2B COMMERCE GROWTH STRATEGIES SURVEY18A custom report forFrom the editors ofBut several tactics are working far
91、 better for larger versus smaller firms,probably reflecting greater investment.These include personalized site search results,customer-specific pricing and targeting promotions to specific customer segments.Smaller companies are responding by putting some personalization features on their to-do list
92、s for 2023.That includes personalized payment and shipping options(15.8%of smaller firms plan to invest versus 3.6%of larger ones)and personalized product category pages(15.8%versus 1.2%.)WHERE LARGER FIRMS LEAD IN PERSONALIZATIONB2B SELLER INSIGHTSWhat is the status of each of the following persona
93、lization tactics?(Percent reporting strong success)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Companies with annual revenues:Below$500 million Above$500 millionPersonalized site search resultsCustomer-specific pricing/customer price booksTargeting site content and/or promoti
94、ons to specific customer segmentsPersonalized payment or shipping optionsCustomer-specific catalog access restrictionsDynamic UIs(like adjusting navigation for each user or company)Personalized marketing(email,ad campaigns,SMS,mobile push notifications)47.4%71.1%38.2%59.0%22.4%41.0%31.6%53.0%46.1%66
95、.3%34.2%51.8%40.8%57.8%PERSONALIZATION TACTICS AND PRIORITIES2023 B2B COMMERCE GROWTH STRATEGIES SURVEY19A custom report forFrom the editors ofPersonalization requires effective collection and use of customer data,and most companies,large and small,give themselves fairly high marks in this regard.Th
96、ey rate themselves especially high on making use of on-site behavior and transactional data,and on using customer data to personalize on-site content.Theyre less successful in using customer data beyond the ecommerce site,such as in email and other forms of marketing and merchandising,and in leverag
97、ing data in other systems,such as customer order history and inventory,to drive personalization.That highlights the effort required to enable data to flow easily from one system to the next and then to use that data intelligently to improve the entire customer journey.In general,companies underestim
98、ate the value of the customer data on their ecommerce sites,says Ed Kennedy,digital strategist for manufacturers and distributors at Adobe Inc.“B2B ecommerce websites are a treasure trove of data for marketing,sales and operations that most businesses arent fully utilizing,”Kennedy says.“Digital sig
99、nals from different users in different markets or segments can help improve marketing analysis,automate triggered messages to capture sales,and notify salespeople of customers who are ready to buy.”PUTTING CUSTOMER DATA TO WORKBOTTOM LINELarge companies,with more resources to pour into ecommerce,are
100、 more successful in areas like personalization,and smaller companies are hoping to catch up in 2023.Many companies of all sizes are still working on how to more effectively leverage data collected in one channel to improve marketing and customer service in other channels.SOME SELLERS STRUGGLE TO USE
101、 CUSTOMER DATA ACROSS CHANNELSB2B SELLER INSIGHTSHow effective is your organization at collecting,analyzing and activating your customer data?(Percent reporting very effective)We collect behavioral and transactional data across ecommerce storefronts,like behavioral data or transactional information7
102、2%We use collected data to drive personalization on our website68%We unify data collected from multiple systems and devices in real-time into a single customer record67%We analyze and gain actionable insights from collected data61%We leverage backend system data(inventory,order status,customer order
103、 history,etc.)to drive deeper personalization58%We use data collected to drive personalization on other systems(Marketing,merchandising,email)57%Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022PERSONALIZATION TACTICS AND PRIORITIES2023 B2B COMMERCE GROWTH STRATEGIES SURVEY20From
104、the editors ofA custom report forshow different motors to a lawnmower maker than to a company that produces warehouse conveyer belts.Personalization can also go in the other direction:not just from customer history and other systems into the website,but from the website into other marketing channels
105、,Kennedy says.A customers activity on the ecommerce site can be used to personalize email and content,he says.“We can use the data from the ecommerce site to personalize the rest of the journey,”Kennedy says.“Instead of seeing the site as a self-contained silo,it can be part of a more multi-channel
106、buying journey that the business can take advantage of.”Personalization is very different when youre selling to a business buyer versus a consumer.For an online apparel retailer selling sweaters to a hypothetical Sue the consumer,its crucial to know if she prefers pink or black.For a medical equipme
107、nt manufacturer selling to Sue the hospital procurement agent,her color preferences are irrelevant.What the manufacturer needs to know is how to help Sue do her job more efficiently.And what Sue,the procurement agent,needs to know is likely different from what Bob,a surgeon at the same hospital,need
108、s to know,says Justin Racine of digital consulting firm Perficient.“The purchasing agent cares about price,about whether cases are packed in a way that will fit into the storeroom,”Racine says.“The doctor wants to know details of how the product works.You need to show different content based on the
109、persons role.”To accomplish that,B2B sellers need to segment registered users,not just by their company or industry,but their role within the buying organization.There are other instances where personalization is based on the website visitors company.For example,packaging manufacturer Sealed Air sho
110、ws logged-in customers prices that their company has negotiated.Sellers can also only show customers items on their companys approved list,or products that customers with similar profiles have purchased,says Ed Kennedy of Adobe.That can include personalization by the buyers industry.For example,a ma
111、nufacturer of motors will want to WAYS TO WIN:WHAT PERSONALIZATION MEANS IN B2B(AND WHY ITS SO DIFFERENT FROM B2C)PERSONALIZATION TACTICS AND PRIORITIES“We can use the data from the ecommerce site to personalize the rest of the journey.it can be part of a more multi-channel buying journey.”Ed Kenned
112、y,digital strategist for manufacturers and distributors,Adobe Inc.21Any change like the shift to digital will inevitably bring along challenges.While expanding into new markets through ecommerce opens up vast opportunities,there are plenty of issues to address,including language,regulation,pricing,c
113、ustomer service and fulfillment.Thus,its no surprise that new market expansion tops the list of challenges,cited by 41%of respondents.But,given that 58%of respondents indicated that new market expansion was among their ecommerce strategies,it appears many feel those obstacles are not insuperable.The
114、 next biggest obstacle cited was getting enough money to fully finance an ecommerce project.Other challenges include supply chain management,creating a more personalized and customer-friendly website,integrating new technology with existing systems and finding the personnel to manage the digital ope
115、ration.2023 B2B COMMERCE GROWTH STRATEGIES SURVEY2022 CHALLENGES INCLUDE NEW MARKET ENTRY AND IMPROVING SUPPLY CHAINSB2B SELLER INSIGHTSWhich of the following are challenges your company will likely face in 2022 and beyond?(Percent reporting significant challenge)Expanding ecommerce operations to ne
116、w regions/markets41%Securing budget to make the necessary investments we truly need38%Improving and diversifying our supply chain38%Creating more personalized ecommerce experiences36%Finding and maintaining staff levels with necessary skill sets34%Integrating systems32%Creating a more sophisticated
117、website to better meet the needs of our customers32%Improving ecommerce operations/making them more efficient32%Consolidating multiple ecommerce systems31%Optimizing customer service operations30%Managing data29%Gaining internal buy-in around growth plans29%Providing desired payment and financing op
118、tions28%Managing pricing28%Upgrading legacy systems28%Developing in-house ecommerce expertise26%Selling direct to the end consumer25%Source:Digital Commerce 360 survey of 151 B2B sellers,September 20222023 B2B COMMERCE GROWTH STRATEGIES SURVEY22A custom report forFrom the editors ofDIGITAL EXPANSION
119、 CHALLENGESSmaller companies are more likely than larger ones to struggle with personalization(40.8%to 33.7%)and delivering a more sophisticated website(39.5%to 27.7%.)On the other hand,larger firms encounter more difficulties getting internal support for growth plans(33.7%to 26.3%).Internal decisio
120、n-making can be slower and more complex at large companies where many business units may weigh in on a new initiative.WHERE BIG COMPANIES STRUGGLE MORE THAN SMALLER ONESB2B SELLER INSIGHTSHow much do the following factors prevent you from selling more online?(Percent reporting significant challenge.
121、Multiple responses allowed.)Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022Companies with annual revenues:l Below$500 million l Above$500 millionLack of IT resources to implement,integrate,and maintain an ecommerce solutionCompetition with internal sales resourcesInternal resist
122、ance to change14.5%37.3%25.0%41.0%26.3%41.0%2023 B2B COMMERCE GROWTH STRATEGIES SURVEY23From the editors ofA custom report forRacine says information a rep gathers from speaking to a customer also can be fed into the websites personalization engine.“If the customer has inquired about a new product o
123、r project,is that reflected in what they see when they come to the website?”Sales reps can also be notified when a customer takes an action on the website,such as adding a product to a shopping cart or viewing a product.Then the rep can follow up to close the sale.Another way to involve salespeople
124、is to put the sales reps contact information on each customers online account page,says Ed Kennedy of Adobe.Many B2B sales reps see ecommerce sites as a threat to their jobs and income.Thats no doubt one reason why 56%of the 66 B2B sellers surveyed by Digital Commerce 360 in January 2022 pointed to
125、getting internal buy-in as an obstacle to their ecommerce growth.And that fear,no doubt,increased during the pandemic when the reps could not as easily serve their customers in person,such as by introducing them to new products and offering training on how to use them.A B2B site should automate rout
126、ine tasks,such as enabling the customer to reorder products or check the status of a delivery.And in some cases,customers can use product configurators to customize a product,get pricing and place an order without human intervention.But,when it comes to complex products or orders,customers often nee
127、d the help of a salesperson,and the website can facilitate that interaction,says Justin Racine of Perficient.“Websites should enable the buyer and the rep to build orders together and then send them to the buyers boss for approval,”Racine says.“That used to be done by email,but now it should be done
128、 on the site.”One helpful tool offered on some B2B ecommerce sites is a configure,price,quote(CPQ)software application that lets buyers configure highly complex products with contract pricing;the system will then automatically generate quotes that sales reps electronically share with customers in an
129、 effort to close the deal.WAYS TO WIN:MAKING SALES REPS PART OF THE DIGITAL TEAM“Websites should enable the buyer and the rep to build orders together and then send them to the buyers boss for approval.”Justin Racine,director of commerce consulting,PerficientDIGITAL EXPANSION CHALLENGES2023 B2B COMM
130、ERCE GROWTH STRATEGIES SURVEY24From the editors ofA custom report for“That can facilitate the customer going from the site to the rep,”he says.“A little thing like that can make a difference.”Nut producer Olam Nuts relied on its sales reps to walk customers through the website onboarding process and
131、 educate them on how to order online after it redesigned OlamN to make it easier for smaller companies to order.The companys aim was to free up sales reps from routine tasks so they could focus on finding new customers and generating additional revenue from existing buyers.The initiative has proven
132、beneficial both for customers and the sales reps.Once customers try online buying,83%regularly purchase that way.Meanwhile,manual interactions on a typical order have gone from three to 0.5,the company says.After Olam Nuts redesigned its site to make it easier for smaller companies to order manual i
133、nteractions on a typical order have gone from three to 0.5.DIGITAL EXPANSION CHALLENGES WAYS TO WIN:MAKING SALES REPS PART OF THE DIGITAL TEAM2023 B2B COMMERCE GROWTH STRATEGIES SURVEY25A custom report forFrom the editors ofBut the biggest challenges companies of all sizes face are getting out the w
134、ord about their products and attracting new online buyers.Many companies put up barriers to new potential customers,by limiting access to their product detail pages to approved customers,says Justin Racine,senior commerce consultant at Perficient.That can be fixed,he says.The problem is that any pro
135、duct detail page blocked by a log-in requirement wont be visible to search engines like Google.And if they arent visible to Google,they wont show up in search results where they might attract new customers.“Were seeing some manufacturers removing those barriers in hopes of attracting new customers t
136、o generate new revenue,”Racine says.In some cases,they require a log-in to see prices,but let anyone see the companys products and specifications.Thats an example of adapting old policies designed to keep proprietary data hidden from competitors to the new opportunity provided by a digital economy.G
137、oing further,the manufacturer could let that as-yet-unregistered user order a sample with a credit card,says Karie Daudt,a director of commerce strategy at Perficient.“That can become a lead,and ultimately a new customer,”Daudt says.ATTRACT MORE ONLINE BUYERSBOTTOM LINELarge companies,with more reso
138、urces to pour into ecommerce,are more successful in areas like personalization,and smaller companies are hoping to catch up in 2023.Many companies of all sizes are still working on how to more effectively leverage data collected in one channel to improve marketing and customer service in other chann
139、els.DIGITAL EXPANSION CHALLENGES26Manufacturers,wholesalers and distributors are preparing for expected growth in B2B ecommerce by exploring new technology even though many say they are satisfied with the ecommerce platform that underpins their transactional website.Experts project business buyers w
140、ill increase their online purchasing.Research and advisory firm Astute Analytica forecasts a 14.1%compound annual growth rate in global B2B ecommerce from 2022 to 2027,reaching$18.8 billion.In the U.S.,B2B ecommerce will grow by 10.7%annually during that period and will account for 24%of all B2B sal
141、es by 2027,up from 16%in 2021,Forrester Research says.Given that projected growth,its no surprise that B2B companies would put ecommerce platform and applications at the top of their tech shopping list for 2023.Thats closely followed by digital marketing applications and customer and site analytics
142、solutions.2023 B2B COMMERCE GROWTH STRATEGIES SURVEYTOP TECHNOLOGY INVESTMENT PRIORITIES FOR B2B SELLERSB2B SELLER INSIGHTSWhat are your top three technology budget priorities over the next year?Ecommerce platform/applications59%Digital marketing applications49%Customer and site analytics solution 4
143、4%Order management and fulfillment25%Payment and security systems23%New channels(selling on 3rd party marketplaces,social media,etc.)19%Customer relationship management17%PIM or other product data management14%New headless storefront 13%Warehouse management solution13%Content management13%Building y
144、our own marketplace 11%Other(cybersecurity)1%Source:Digital Commerce 360 survey of 151 B2B sellers,September 20222023 B2B COMMERCE GROWTH STRATEGIES SURVEY27A custom report forFrom the editors ofTECHNOLOGY CHOICES AND GAINING INTERNAL ALIGNMENTLarger firms are more focused than smaller ones on payme
145、nt and security investments(28.9%to 15.8%).That may reflect the greater likelihood that larger firms are launching ecommerce sites in new countries where they may need to offer popular local payment options and address new security issues.More smaller companies are prioritizing order management(32.9
146、%to 18.1%)and technology for building their own marketplaces(18.4%to 3.6%.)Its a sign of the growing appeal of B2B marketplaces that several vendors have emerged offering software that enables even midsized and smaller companies to invite outside firms to sell on their ecommerce sites.Its noteworthy
147、 that only 13%of respondents are investing in whats known as“headless commerce,”which separates what website visitors see on a website from the back-end ecommerce systems.Thats touted as a way to provide additional flexibility in website design.But it adds complexity to site design and management as
148、 it requires continual data exchanges between the front-end presentation layer and back-end systems.The headless approach may be best suited for organizations with the IT resources to ensure the smooth flow of data between systems.In our survey,14.8%of larger companies cited headless as a priority v
149、ersus 11.8%of smaller ones.Despite a lot of publicity about headless,it appears relatively few B2B companies are going that route.18.1%of larger ones.32.9%of small companies are prioritizing order management versus2023 B2B COMMERCE GROWTH STRATEGIES SURVEY28A custom report forFrom the editors ofResp
150、ondents No.1 reason for investing in ecommerce is to attract new customers,cited by 69%.54%hope to enhance their sites to improve customer experience,with 42%specifically pointing to improved personalization as a goal.Retaining customers was cited by 51%,with 40%noting they hope to generate more bus
151、iness from existing buyers.Improved conversion rate,selected by 50%of respondents,is for many companies a key to improving online sales,both from new and existing customers.Its worth noting that 40%aim to improve their mobile shopping experience and 32%to increase traffic and sales from mobile comme
152、rce.While some business buyers are sitting behind a desk when researching and buying online,oftentimes they are out in the field,on a factory floor or at a construction site.Catering to those mobile users is a key to growth for many B2B sellers.GOALS OF ECOMMERCE INVESTMENTSPENDING DRIVEN BY DRIVE T
153、O ATTRACT AND RETAIN CUSTOMERSB2B SELLER INSIGHTSWhat are your main reasons for spending more on ecommerce technology over the next year?(Multiple responses allowed.)Attract new customers69%Improve customer experience54%Retain existing customers51%Improve conversion rate50%Improve site performance,s
154、peed,and efficiency44%Better personalize shopping experiences42%Improve mobile shopping experience40%Generate more sales from repeat customers40%Optimize product information 35%Generate more traffic and sales through mobile commerce32%Support more cross-channel shopping and marketing/merchandising30
155、%Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022TECHNOLOGY CHOICES AND GAINING INTERNAL ALIGNMENT2023 B2B COMMERCE GROWTH STRATEGIES SURVEY29A custom report forFrom the editors ofEven though ecommerce platforms and related applications top B2B companies shopping lists,its not th
156、at theyre overly dissatisfied with their existing platforms.In fact,more than 80%of the companies surveyed gave their technology a rating of 8 or above on a 10-point scale.ECOMMERCE PLATFORM PREFERENCESFinally,the survey asked whether companies favor developing and hosting their own ecommerce platfo
157、rms or outsourcing the development and/or hosting work to outside companies.No consensus emerged,a sign that many companies remain determined to control their own technologyor may have legacy systems in place theyre not ready to replacewhile others rely on vendors expertise.20%Multi-tenant SaaS(soft
158、ware as a service),in which a vendor hosts software used by multiple clients21%Internally developed and externally hosted20%Commerce software hosted externally in a single-tenant environment20%Internally developed and internally hosted19%Commercial software hosted internallySource:Digital Commerce 3
159、60 survey of 151 B2B sellers,September 2022Source:Digital Commerce 360 survey of 151 B2B sellers,September 2022COMPLETELY SATISFIEDNOT SATISFIEDSELLERS ARE EVENLY DIVIDED ON PLATFORM TECHNOLOGY PREFERENCESMOST SELLERS ARE SATISFIED WITH THEIR ECOMMERCE PLATFORMSB2B SELLER INSIGHTSB2B SELL
160、ER INSIGHTSWhen evaluating a new digital platform,which approaches are you most likely to take or which are in your consideration approach?On a scale of 1-10,where 10 is completely satisfied,how satisfied are you with your current ecommerce platform?1%1%3%11%24%22%38%TECHNOLOGY CHOICES AND GAINING I
161、NTERNAL ALIGNMENT2023 B2B COMMERCE GROWTH STRATEGIES SURVEY30A custom report forFrom the editors ofRoughly twice as many companies with annual revenue above$500 million want to keep technology development in-house than those with revenue under$500 million.A majority of both smaller and larger firms
162、prefer to host their ecommerce sites in external data centers,an indication that the maturation of cloud computing has convinced most companies that its a cost-effective and reliable option.BOTTOM LINEB2B companies have a long technology shopping list.Upgrading their ecommerce platform and applicati
163、ons is a top priority,but that doesnt necessarily mean replacing the platforms that underpin their websites.Companies are also looking to upgrade related applications to improve customer experience and,in a minority of cases,to move to headless commerce to give their designers and merchandisers grea
164、ter flexibility.TECHNOLOGY CHOICES AND GAINING INTERNAL ALIGNMENT ECOMMERCE PLATFORM PREFERENCES312023 B2B COMMERCE GROWTH STRATEGIES SURVEYHere are six recommendations for digital strategies likely to produce optimal results in uncertain times.1.Use website data to improve personalization.“Companie
165、s underrate the value of data they capture from their ecommerce sites,”says Ed Kennedy of Adobe.Analyze high-intent,first-party data,such as from site search,to see what buyers are looking for and the search terms they use,show customers what similar buyers are purchasing,and identify categories whe
166、re sales are rising or falling.“Auditing site search results can tell you a lot about customer preferences and needs faster than market research,”Kennedy says.Companies should use this first-party data to personalize the B2B ecommerce experience,including by automating triggered messages to buyers b
167、efore and after making a purchase.2.Encourage confidence through transparency.Its no longer enough for an ecommerce site to show how much inventory is on hand;buyers want to know where it is and how soon it can be delivered to their locations,says Karie Daudt of Perficient.“Is it on a ship waiting a
168、t a backlogged port?Lots of companies dont want to show that,because they want the flexibility to move things around,”Daudt says.“But those days are over.Transparency is what drives loyalty.”2023 B2B COMMERCE GROWTH STRATEGIES SURVEY32A custom report forFrom the editors of6 RECOMMENDATIONS FOR AN UN
169、CERTAIN FUTURE3.Attract new customers with smart SEO.Many buyers are turning to search engines to find new suppliers,seek better prices and locate available inventory.Analyze the query terms being used on search engines to find your products and make sure your web pages feature those words and phras
170、es.Make sure critical content on your site is visible to search engines like Google and the buyers who use them,so that links to your site show up high in search results for those potential new customers.4.Adapt personalization to the B2B context.Unlike in B2C,its not a buyers personal preferences t
171、hat matter in B2B,but what they need to do their job efficiently,says Lisa Berry of Gorilla Group.Tailor content and options to the buyers role and to the kind of company they work for.“You need to take the user out of the mix and focus on the corporate entity and the role of the user,”she says.5.De
172、velop a strategy for efficient international expansion.Ecommerce offers the opportunity to sell into new coun-tries and regions,but that requires localizing websites for language,currency,regulations,and culture.While some companies build new ecommerce sites for each new market that invariably means
173、 hiring costly local developers,Kennedy says.Its often more cost-effective,he says,to build new sites off a standard design and codebase,while leaving areas of each countrys website free for local teams to tailor to their customers.6.Make small changes customers want now.Too many companies try to so
174、lve all their ecommerce problems with a big project that can take years to complete,Daudt says.She says its better to address the biggest pain points quickly and in small steps.That could be adding a payment option customers are asking for or enabling them to split an order for delivery to different
175、 warehouses or on different dates.“Dont wait for the big bang of a new commerce platform or another major initiative,”she says.“Small improvements show customers youre listening to them.”2023 B2B COMMERCE GROWTH STRATEGIES SURVEY33ABOUT ADOBE COMMERCEAdobe Commerce is the worlds leading digital comm
176、erce solution for merchants and brands.With Adobe Commerce,you can build engaging shopping experiences for every type of customerfrom B2B and B2C to B2B2C.Its built for enterprise on a scalable,opensource platform with unparalleled security,premium performance,and a low total cost of ownership.Businesses of all sizes can use it to reach customers wherever they are,across devices and marketplaces.Its more than a flexible shopping cart system.Its the building block for business growth.Learn more about what Adobe Commerce can do for your B2B business.