2013 b2b commerce trends - b2b commerce trends . ... 1 “building a world-class b2b ecommerce...

Download 2013 B2B Commerce Trends -   B2B Commerce Trends . ... 1 “Building a World-Class B2B eCommerce Business” Forrester Research, ... B2B Commerce Trends

Post on 15-Mar-2018

219 views

Category:

Documents

4 download

Embed Size (px)

TRANSCRIPT

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 1

    April 2013

    2013 B2B Commerce Trends

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 2

    Contents

    Introduction 3

    Methodology 4

    Key Trends Summary 5

    Findings 7

    Summary 13

    Appendix 14

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 3

    Introduction According to Forrester Research, B2B e-commerce sales are now more than twice the size of B2C e-commerce and are expected to achieve $559 billion in sales in the US by the end of 2013.1 Because of this growth, Oracle conducted our B2B Commerce Trends survey for the 3rd year in a row.2 Oracle surveyed 99 B2B e-commerce professionals across North America, Latin America, Europe, and Asia Pacific. The following data provides insight into the evolving nature of B2B commerce and highlights key trends and areas of investment for building an online presence.

    1 Building a World-Class B2B eCommerce Business Forrester Research, January 7th, 2013 2 Oracle Endeca conducted B2B Commerce Surveys in 2011 and 2012

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 4

    Oracle to conducted online interviews with 99 B2B e-commerce professionals in December of 2012 and January of 2013. 68% of respondents reported being on the business team, 17% on the technology team, and 15% other.

    Methodology

    Company Business Model (selected all that apply): B2B: 64% B2B2C: 60% B2B2B: 18%

    Company Revenue: 100M-500M: 62% 500M-1B: 9% Company Region North America: 74% EMEA: 13% LAD: 3%

    Company Industry: Consumer Goods: 30% High Tech: 10% Industrial: 7% Communications: 6% Electronics: 4% Office Supply: 4% Travel & Hospitality: 3% Chemical: 1% Medical: 1% Life Sciences: 1% Other: 33%

    1B-3B: 10% 3B and above: 19%

    Sample Demographics

    B2C: 9% B2E:: 9% B2G: 6%

    APAC: 1% Global: 9%

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 5

    It is no longer enough to have just a presence online. Because every B2B customer is likely an online shopper, B2B organizations must embrace proven B2C commerce practices to deliver user-friendly and relevant commerce experiences. Additionally, because B2B organizations operate in a multi-channel, multi-currency, multilingual world, further complicated by massive product catalogs and custom contracts / pricing they must develop an underlying commerce infrastructure that will support the complexities unique to their business.

    Online remains a growth opportunity for B2B 28% of respondents said that they have over 50% of their revenue coming from the online channel

    31% of respondents said direct sales are still driving most revenue but online is growing in importance

    Only 5% of respondents predict no growth in their online business in 2013

    Complexity remains a challenge with the majority of respondents dealing with product, pricing, channel, and back end complexity

    B2C practices gain traction; drive revenue 30% of respondents said that growing market share was top area of focus in 2012

    80% of respondents agree that customer expectations have changed due to B2C/retail practices

    Personalization, online catalogs, and SEO continue to be the top 3 B2C practices that influence revenue the most

    Key Trends Driving B2B Commerce Success

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 6

    The continued growth of mobile devices and tablets brings new opportunities to enable sales teams and encourage e-commerce adoption rather than resistance. Mobile continues to be a driving force

    26% of respondents said that mobile web / apps influence revenue the most

    31% of respondents are investing in mobile in 2013

    Only 9% of respondents said they have no plans for mobile at this time

    Customer acquisition and retention are top success metrics in B2B commerce. Organizations must invest in both people and technology to deliver the best customer experience and meet their business objectives.

    B2B organizations are investing in overall customer experience 13% of respondents said that they focused most on investing in customer experience in 2012

    57% of respondents said customer acquisition is a top metrics used to measure success and 42% said customer retention 62% of respondents said they have a customer experience initiative in place and 25% plan to implement one in 2013. 35% of respondents will invest in cross-channel integration and 34% in managing and leveraging product content. Both

    important initiatives in improving customer experience.

    Key Trends Driving B2B Commerce Success

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 7

    Online is still a growth opportunity for B2B Many organizations have established an online channel and the focus

    in 2013 will be how to grow this channel to maximize revenue

    Moving more customers online is key to B2B commerce success TAKE AWAY

    28%

    And Respondents that have over 50% of revenue

    coming from online channel 31% Said direct sales are driving most

    of their revenue but online is growing in importance

    5% See no growth in their

    online business in 2013

    And only

    8%#

    33%#

    9%#

    21%#

    28%#

    What%percentage%of%your%business%comes%from%the%online%channel%(outside%of%EDI)?%

    None#Less#than#5%#5220%#20250%#50%#and#above#

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 8

    Channel conflict could hinder online growth

    41% 11% But there is good news of respondents say

    channel conflict is a slight concern

    but necessary step

    Say channel conflict is a big concern

    but necessary step

    Direct sales and e-commerce must work together to be successful TAKE AWAY

    Over 50% of respondents are dealing with conflict between their direct sales and online channels.

    35% Of the respondents that are NOT dealing with channel

    conflict report 50% of revenue or above coming from online

    channel*

    1 Compared to 28% of total respondents that are reporting 50% of revenue or above is coming from online channel

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 9

    B2B organizations face multiple complexities

    Select a commerce infrastructure that can support multiple complexities TAKE AWAY

    0.0%

    10.0%

    20.0%

    30.0%

    40.0%

    50.0%

    60.0%

    Product complexity

    Pricing complexity

    Channel complexity

    Back-End complexity

    None Other

    Which of the following complexities in your business are you currently addressing?

    Only 8% of respondents are not addressing B2B complexities

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 10

    B2C practices gain traction; drive revenue B2B organizations have embraced proven B2C practices as a way to

    drive revenue and grow market share

    Embracing B2C practices will drive revenue growth TAKE AWAY

    1 Respondents were asked, if you had to pick one area, where did you most focus your efforts in 2012? 2 Mimics the top 3 B2C practices from Oracles 2012 B2B Commerce Survey

    Personalization, online catalogs, and SEO continue

    to be the top 3 B2C practices that influence

    revenue the most2

    80% of respondents agree

    that customer expectations have

    changed due to B2C/retail practices

    Growing Market Share

    30% Top Area of Focus:1

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 11

    Mobile continues to be a driving force For the second year in a row,1 mobile continues to be of strategic

    importance for B2B e-commerce

    1 Reference to mobile as a key trend in Oracles 2012 B2B Commerce Survey. 2 Respondents were asked, What top three consumer / B2C-like practices influence your revenue the most?

    Only

    31% of respondents are investing in mobile in 2013 9% Of respondents have no plans for mobile at this time

    Its more than just the mobile phone, think tablet as well TAKE AWAY

    26% of respondents said that mobile web / apps influence revenue the most2

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 12

    B2B organizations are investing in overall customer experience B2B organizations are focusing on customer experience to help achieve

    key success metrics such as customer acquisition and retention

    Positive customer experience = Happy customer = Repeat business TAKE AWAY

    B2B and Customer Experience

    13% of respondents said they

    focused most on investing in customer experience in 2012

    42% Said that customer acquisition is a top metric to measure

    success

    57% Said that customer retention was a top metric to measure

    success

    62% Said they have a

    customer experience program in place

    25% Plan to implement a customer experience

    program in 2013

  • Copyright 2013, Oracle and/or its affiliates. All rights reserved. 13

    Summary The focus of B2B companies in 2012 was investing in commerce technology in fact, over 80% of respondents from Oracles 2012 B2B E-Commerce survey said that they invested in their commerce platform in 2012. The new challenge for B