B2B Ecommerce 2016: Working Toward a Seamless Customer Experience - eMarketer
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B2B Ecommerce 2016: Working Toward a Seamless Customer Experience

eMarketer Report

By: eMarketer

Published: August 02, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Changing expectations from business-to-business (B2B) buyers are driving B2B companies to develop and grow their ecommerce portals. Although the industry is expanding year over year, it is still in the early days of development.

  • Companies considered leaders in their field are making most of the investments in B2B ecommerce sites. Most organizations are still figuring out the basics of strategy and development.
  • A seamless customer experience is important for a successful B2B ecommerce site. Starting with a simple portal and building upon it will not only appease buyer expectations in the short term, but it can help set a company apart from the competition.
  • As a self-service portal, B2B ecommerce sites aim to offer the same experience retailers offer to consumers. These include front-end features like personalized journeys, search functionality, product content, recommendations and mobile access.
  • The back-end account management functions of the B2B ecommerce experience are much more complex than the business-to-consumer (B2C) world. Customization is critical for pricing, payments, billing, reporting, analytics, order management, workflow approvals and post-sale support.
  • Technological and organizational integration are vital so that there is no channel conflict.

"Only 21% of B2B professionals worldwide polled by Econsultancy and SAP Hybris in November 2015 agreed their company’s ecommerce is available “anytime, anywhere” across brands, devices and regions."

Table of Contents

The Digital Consumerization of B2B Buying

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B2B Ecommerce: A Growing but Immature Market

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Creating a Seamless Ecommerce Customer Experience

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Ecommerce Integration

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10 charts are included in the full report:

B2B Ecommerce: Working Toward a Seamless Customer Experience

B2B Professionals Worldwide Who Agree that Their Company's Ecommerce Is Available Anytime, Anywhere*, Nov 2015 (% of respondents)

The Digital Consumerization of B2B Buying

B2B Buyers Worldwide Who Make Half or More of Their Work Purchases Digitally, 2015 & 2018 (% of respondents)

Change* in 2015 Work-Related B2B Purchases Made Digitally According to B2B Decision-Makers Worldwide (% of respondents)

B2B Ecommerce: A Growing but Immature Market

US B2B Ecommerce Sales, 2014-2020 (billions, % change and % of total B2B sales)

Percent of Revenues from Ecommerce Sales According to US B2B Companies, June 2015 (% of respondents)

Still Getting Started

Digital Investment Areas for Sales/Services that Are Critically Important According to B2B Executives Worldwide, by Company Performance, March 2015 (% of respondents)

Creating a Seamless Ecommerce Customer Experience

Search Functions Offered on Their Ecommerce Site According to US Retailers vs. B2B Merchants, Feb 2016 (% of respondents)

Mcommerce Tactics Used by US Retailers vs. B2B Merchants, Feb 2016 (% of respondents)

Back-End Complexities

Leading Payment Methods* Accepted on Their Ecommerce Site According to US Retailers vs. B2B Merchants, Feb 2016 (% of respondents)

Ecommerce Integration

Leading Channels for Shifting Customers Online According to US B2B Companies, June 2015 (% of respondents)