Setting the Foundation for an Effective B2B E-Commerce Strategy
For some time now, a subset of B2B companies have enjoyed comfortable seats on the e-commerce sidelines. While B2C and a few B2B early adopters embraced the new digital opportunity, many B2B organizations felt the playing field was limited purely to sales transacted online. The rules of play have changed, thanks to Amazon and others, as B2C buying habits and experiences influence B2B customers. E-commerce now includes just what the name infers, all stages of commerce performed electronically or online. This includes the strategic applications for driving top and bottom line growth in this channel.
MAPI collaborated with Blue Canyon Partners to understand how manufacturers are adapting to this new definition of e-commerce. Realizing the modern buyer’s journey can be complex, non-linear, and mired in stakeholder protocols, suppliers need to determine a path forward. Even at the highest levels, three critical objectives appeared necessary regardless of the tactical approach.
- What is the goal(s)?
- What elements digitally enable the buying journey?
- Who will take the lead?
This study explores these questions, follows their impact throughout the buying journey, highlights various current approaches taken by several manufacturers, and provides the decision criteria necessary for you to determine your best strategic response.
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