B2B companies want ecommerce solutions to primarily focus on personalisation of the customer journey, according to a survey.
The study saw 87% of B2B organisations stipulate that personalisation of the customer buying experience was their biggest priority when considering ecommerce solutions.
The research – conducted by Sapio for Sana Commerce – similarly found that 75% had a customer demand to buy online, leading to 76% indicating that they plan to upgrade their web stores within the next two years.
However, only half of respondents believe their web store is the most lucrative route to market, despite a huge majority (72%) revealing they will be looking to sell exclusively online in the future.
Tech to drive more revenue in B2B
The study also predicts the uptake of technology in B2B will rise, with 26% of organisations using mobile apps and a further quarter using social media to drive revenue.
Currently, two-thirds of marketers using ecommerce solutions have seen ROI within 12 months.
Michiel Schipperus, CEO at Sana Commerce, said: “With so many companies upgrading their e-commerce solutions – and integrating these systems within the infrastructure – it’s clear that there is a growing focus at putting web stores at the heart of future business growth.”
The researched surveyed 300 B2B organisations across Europe, US and Australia, including senior executives in leadership, IT, operations, sales, finance and marketing within the electronics, construction, automotive and food and beverage sectors
