The numbers are in and, overall, all the B2B digital sales channels posted healthy gains in 2023.
All-in, B2B digital sales — including ecommerce, e-procurement, and electronic data interchange (EDI) — grew 10% to $3.36 trillion from $3.04 trillion in 2022.
B2B digital sales takeaways from 2023
The takeaway for 2024 for B2B sellers of all sizes is that business buyers want an omnichannel — and digitally driven — purchasing experience. Customers prioritize companies that offer digital tools, officially putting the paper catalogs on the back burner. And if companies want to remain competitive and grow, they will need to have robust self-service options that users can not only opt into, but a system that allows for a smooth and seamless experience.
Furthermore, a robust, well-oiled front office has the potential to unlock more revenue, covering the investment made in upgrading both back- and front-office systems, says Paul do Forno, managing director of Deloitte Digital’s Commerce Practice.
When companies firm up their front office by tapping into the array of digital tools that help them sell across channels — omnichannel B2B commerce — the potential is limitless. They can provide an end-to-end digital sales experience that empowers them to serve their customers more efficiently and effectively.
4 ways to provide an empowering digital sales experience
- Direct commerce / Customer Portal / Dealer Portals: A website that supports marketing and catalog management online. This also includes mobile-responsive design.
- B2B marketplaces: A company’s own and third-party online marketplaces. On it, companies can sell both their own products and facilitate others to sell.
- Procurement commerce: A platform that facilitates buyers to access a supplier’s storefront from within the buyer’s own procurement application.
- Sales Assisted: Allows direct connection with customers through call centers and online chats to complete orders or resolve any issues in a timely manner.
As B2B commerce is expected to grow over the next four years, digital transformation should be seen as a growth channel for any B2B company, Deloitte’s do Forno says.
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