Research: 50 percent of manufacturers are investing in ecommerce
Selling products to customers is relatively traditional among manufacturers. Most of the products are sold through account managers and email. Nevertheless, half of the companies indicate that they want to invest in the e-commerce platform within a year.
This is evident from the research: "The State Of International E-commerce In Manufacturing" by Copperberg, Evident and Intershop, that investigates the degree of digitization within this area. Online sales of products are still on the back burner within the B2B market. Only 0 to 25 percent of sales are made online.
According to the manufacturers, too little attention is paid to personalisation within their webshop, while that is an important element within online sales. Also, the digital strategy is generally not getting the attention it deserves. Only 32 percent of respondents indicate that their company has a clear digital strategy. The same percentage thinks the digital strategy is good enough. 24 percent are working on a better digital strategy.
Despite this, 48 percent of manufacturers expect to invest in their e-commerce platform in the next 12 months. According to the researchers, this shows that e-commerce is making progress within the sector, because it often involves investments in the foundation of the platform. Nevertheless, some of the companies appear to be investing in personalisation of their platform, more than a quarter indicate that they will be investing in techniques such as Augmented Reality, Virtual Reality and Artificial Intelligence in the near future.
The Copperberg-Evident research team
This article appeared on Twinkle Magazine. Click here for the DUTCH version.
Responsible for marketing and business development at @Evident. "Let's talk B2B!" initiator and host. Passionate about B2B digital.