2012 B2B E-Commerce Trends – Insight Into Key Trends And Areas of Investment for Building A Stronger Online Presence
By Jeri Kelley - Commerce Product Strategy-Oracle on Mar 01, 2012
Earlier we posted the results for our 2012 B2C E-Commerce Trends survey. This week, we want to share the results for our B2B e-Commerce Trends survey.
Although B2C e-commerce is typically seen as the more “sexy” side of e-commerce, 2010 U.S. Census data shows estimates for B2B revenue transacted online to be approximately $300 billion. Compare that to $200 billion in retail transactions, and the B2B commerce story suddenly becomes more interesting. Endeca, now part of Oracle, conducted a survey to help B2B e-commerce professionals benchmark their upcoming plans and strategies against those of their peers at similar organizations.
Key findings include:
- Mobile, Not Surprisingly, Is a Key B2B Trend
The bottom line: mobile is no longer just the concern of B2C brands launching the next cool consumer app. For top B2B brands, mobile is now a core piece of the customer experience, generating value and utility for the direct sales force and customers.
- B2C e-Commerce Continues to Influence B2B Practices
Key retail tools and best practices for influencing revenue in the last 12 months continue to be personalization, the online catalog, and search engine optimization (SEO).
- Complexity Continues to Dominate the B2B Channel Equation
B2B commerce organizations have always operated in a complex multichannel world. What the 2012 survey data points to is that engaging customers in that world remains increasingly complex. Companies responding to the survey continue to operate in an average of seven different languages and often in more than 100 distinct geographies.
Click here to download these B2B e-commerce research findings and see how your peers are prioritizing their 2012 investments.