The Struggle For Digital B2B Commerce Continues

New statistics released by SAP Hybris and consultancy firm Accenture find that while corporate buyers are increasing their use of digital channels to procure goods, suppliers and manufacturers continue to struggle to meet the demands of their customers.

According to the companies’ research, which is out today (Nov. 5), 70 percent of B2B revenue today comes from buyers that are using a digital platform to make their purchases.

The figure is accompanied by other statistics that signal buyers’ hunger for digital procurement. According to the report, 65 percent of buyers reported greater online spending, 63 percent reported a greater percentage of purchases made online and 53 percent reported an increase in the average size of their online orders all compared to just one year ago.

More than half of B2B purchases are made online today, SAP Hybris and Accenture added, with buyers flocking to the desktop, mobile phone and tablet to make their purchases. But analysts found that nearly the same amount of online-only buyers are also using a mix of channels, both online and offline, to strike a deal.

[bctt tweet=”More than half of B2B purchases are made online today.”]

Other findings could spell trouble for the B2B sales industry, however. According to reports, analysts suggests that there is a declining role for the B2B salesperson.

Further, buyers are expecting more robust customer support and are displaying a need for personalized recommendations and a personalized user experience when shopping online.

“However,” SAP Hybris and Accenture said in their announcement, “most B2B enterprises are not set up to deliver a seamless omnichannel experience, citing ‘difficulty sharing customer data between channels or locations’ as the top barrier.”

Buyers want enhanced search functionality, access to product ratings and reviews, personalization, mobile-optimized sites and promotional offers, the research shows, and suppliers are lagging behind in meeting these demands.

“Businesses have most of the customer data they need. The problem is that it isn’t readily available across all channels,” said Brian Walker, chief strategy officer of SAP Hybris, in a statement. “Siloed systems and channels and a lack of tools that intelligently organize and distribute data prevent organizations from delivering the seamless, omnichannel, personalized experiences buyers desire. To master this — and do it continuously, in real time — represents the next stage in B2B eCommerce maturity.”

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