B-to-B purchasing is experiencing a major shift toward a multichannel model with an online focus. Online firms, such as Amazon, have elevated our expectation of how a transaction is completed.
Because of reduced barrier to entry, distributors of all sizes have now launched or are launching an e-commerce capability. However, a significant percentage of these distributors are seeing very little revenue traction through their e-commerce site, even after several years.
Last month, we saw Google roll out their well-publicized update that rewarded mobile-friendly websites. That was great news for distributors that had responsive (or other mobile-friendly) sites.
Distributors tend to be experts in products and the market niches they serve. We often see distributors being very good at several aspects of the business. If there is a weakness (from another superhero, think kryptonite), it’s that marketing may not be a priority. Is marketing the kryptonite of your business?
It’s no secret that mobile-friendly sites are important today and will be even more important in the future. Many distributors’ website visitors are in the field and very mobile, so this future change is important.
This article examines the results of the 2015 State of E-Commerce in Distribution Survey and how the industry’s e-commerce offerings are maturing. Part 2 will look at best practices for distributor-integrated marketing approaches to support electronic shopping and buying.