B2B commerce is shifting offline to online and self-service, say 57% of B2B vendors from the US and Europe responding to a recent study by Intershop. The survey details a “multifaceted transformation in B2B commerce,” with 44% of respondents also agreeing that B2B commerce is adopting B2C best practices in order to optimize the purchasing experience. So what’s driving these changes? First and foremost, customer demands and expectations, according to 81% of respondents.
(A recent study found that online purchases are particularly common among young B2B procurers.)
Technology is also an influence, as roughly three-quarters of respondents feel that new tech developments permit what was impossible before. A similar percentage feel that the changes owe to business buyers engaging through various offline and online touch points with their peers. Indeed, 1 in 3 respondents will add more customer touchpoints over the next 12 months. Read the rest at MarketingCharts.
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