BrandPost: How to create a customer-centric B2B commerce experience

B2B ecommerce keeps growing…and growing: New research from Forrester estimates that B2B eCommerce will reach $1.2 trillion and account for 13.1% of all B2B sales in the US by 2021. By the end of 2017, Forrester expects eCommerce to reach $889 billion and represent 11% of total B2B sales in the US, while the total percentage of B2B buyers that research their purchases online will rise from 38% to 55% over the next four years.

To succeed in B2B digital commerce, however, companies have to meet constantly-rising customer expectations. After all, B2B buyers are also consumers who have learned to set the bar high — thanks to high-quality digital experiences they enjoy with companies like Amazon, Uber and AirBnB. They expect quality and consistency across devices, anywhere, anytime, and they expect nothing less from their B2B vendors. Research from KPMG’s 2016 Global CEO Survey revealed that 88% of CEOs are concerned about the loyalty of their customers, so customer experience is clearly becoming a significant brand differentiator in the age of digital.

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