As B2B ecommerce continues to grow, manufacturers must evolve their sales strategies to keep up with the digital-first approach that consumers expect, according to a new report from physical digital platform provider Copperberg, ecommerce solutions provider Intershop, and digital agency Valtech. The report, which surveyed 50 leaders in digital and commerce across Europe, found that while some manufacturers are well-positioned to adapt, others are not and face many challenges, including not being found online, delivering a dissatisfying customer experience online, and lacking digital maturity and resources.

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Of the respondents, 31% believe they are ahead of their competitors when it comes to digital maturity, and 2% far ahead, while 24% said they were in danger of falling behind. 44% of respondents believe their digital maturity level is on par with their competitors. Despite this, 63% of respondents said they plan to spend up to 20% more than they did the previous year on their digital objectives, and 20% more than 20%. 58% of respondents have acquired an ecommerce solution, and 59% use EDI and digital marketing tools to generate more leads and sales.

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The main driver behind respondents’ willingness to invest in digital commerce is the need to grow their business. 41% of respondents cited the need to tap into new revenue streams through value-added products and services such as selling connected machines and metered pay-as-you-use services. Another 24% are driven by the need for new business models and/or adjacent industry offerings.

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To meet these goals, respondents plan to deploy technologies such as configure, price and quote solutions, digital customer portals, and 360-degree customer view data platforms. These solutions enhance the buyer experience and help streamline sales processes and provide better insights into the customer journey. Manufacturers also realize that in order to thrive in the world of ecommerce they must transform their corporate culture to ensure a digital-first mindset that views ecommerce as a top priority.

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Sources: https://www.digitalcommerce360.com/2023/04/10/manufacturers-must-evolve-as-ecommerce-goes-mainstream/