2013 B2B Commerce Survey – Insight Into Key Trends Include Customer Experience, Mobile and Online Growth
By Jeri Kelley - Commerce Product Strategy-Oracle on Apr 18, 2013
For this particular report, Oracle surveyed almost 100 B2B commerce professionals across North America, Latin America, Europe and Asia Pacific. We found some interesting parallels for both B2B and B2C this year and their similar goals for 2013.
Like B2C, many B2B organizations have established an online channel and the focus in 2013 will be how to grow this channel to maximize revenue, especially with an increasing focus customer experience (CX). Both are pursuing how to best achieve CX with key success metrics, and keeping a close eye on customer acquisition and retention. 62% of B2B respondents have a CX program in place and 57% said that customer acquisition is a top success metric.
According to the survey, key themes and goals for B2B commerce in 2013 include:
- B2Bs are Becoming the New B2Cs: -- B2B organizations are not just talking the talk, they are also walking the walk and adopting B2C commerce best practices as a way to drive revenue and market share. 80% of respondents agree that customer expectations have changed due to B2C retail practices. Personalization, online catalogs and SEO continue to be the top three B2C practices that influence revenue the most for B2Bs.
- It’s All About Mobile…Still – For the second year in a row mobile continues to be of strategic importance for B2B e-commerce, especially as a way to better enable sales teams and encourage e-commerce adoption rather than resistance. 26% of respondents said that mobile web/apps influence revenue the most, with only 9% of respondents having no plans for mobile in 2013.
- Online Remains a Growth Opportunity – In 2012, over 80% of respondents said that they invested in their commerce platform. And, in 2013, 28% of respondents said that they have over 50% of their revenue now coming from the online channel and only 5% predict no growth in their online business in 2013. This shows that there is still a tremendous opportunity to move more customers online and streamline processes and sales, which will be the key to furthering B2B online success. But complexity remains a challenge with the majority still dealing with product, pricing, channel and back-end issues.
At the same time B2B needs to better engage with the direct sales team when building online channels to help overcome channel conflict. 35% of the respondents who said they are not dealing with channel conflict report 50% of revenue or above coming from online channel. This shows that for those still dealing with channel conflict, if addressed, sales from the online channel have potential to go much higher.
In conjunction with our B2B commerce survey we are also releasing the results of our 2013 B2C Commerce Trends survey.
1 “Building a World-Class B2B eCommerce Business” Forrester Research, January 7th, 2013
2 Oracle Endeca conducted B2B Commerce Surveys in 2011 and 2012