Expert shares research on the shifting trends in B2B Commerce
Austin, TX—The Driven By DCKAP podcast features Mark Brohan, Senior Vice President of B2B and Market Research at Digital Commerce 360, in conversation with host Karthik Chidambaram, Founder & CEO of DCKAP. Their conversation spans the evolution of e-commerce reporting, to trends that B2B businesses should know, and his predictions for future trends in the market.
Key Highlights:
- The buyer experience determines the success of a B2B business.
- Customers expect to buy from anywhere between five to 11 channels today.
- Businesses should focus on nurturing loyal customers that keep returning.
- Businesses should evaluate B2B ecommerce performance based on metrics such as return rates and repeat customers, vs onsite sales.
How Did B2B Commerce Get Here
Brohan talks about the history of e-commerce, and his observations throughout his career: including roles at Internet Retailer Magazine and Digital Commerce 360, to observations based on over three decades of reporting on e-commerce.
Not E-Commerce, But Digital Commerce
He insists that instead of “e-commerce”, B2B businesses should look at digital commerce as an avenue with multiple channels and touchpoints with their customers. “Digital Commerce is a more targeted, effective, and definitive term than e-commerce. A typical business buyer uses anywhere from five to 11 channels.”
Getting Things Right During Downwinds
Commenting on the availability of budget, Brohan discusses how B2B businesses are still hesitant to spend on new technology. He says, “A lot of spending is still downwind, because the budgets are not there. The eagerness to try anything new is not there…And frankly, it has not been the best couple of years post-pandemic, with no huge spike in manufacturing or distribution sales.”
He continues, explaining how business can still succeed, “And getting the game plan right is as simple as: listen to what your customers want and do the best job you can with the resources at hand to serve them in a way it’s going to make them loyal customers and coming back to become long term repeat customers. That’s where the battle is at today.”
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- For information about ERP integration, check out the DCKAP Distributor Blog.
- Subscribe to the Driven by DCKAP Podcast.
About DCKAP
DCKAP is a leader in digital solutions that help manufacturers’ and distributors’ systems to talk to each other. Its technology solutions simplify software integrations, e-commerce, and product information management for B2B companies. DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers to automate data between ERP, e-commerce, and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit DCKAP at dckap.com or follow on LinkedIn.
About Digital Commerce 360
Digital Commerce 360 is a global leader in e-commerce research and media, with over 20 years of experience in reporting and analysis. Established in 1999, the company has a long-standing reputation as a trusted source of e-commerce intelligence, and we remain dedicated to helping businesses navigate the latest technologies, trends and strategies to succeed online. Visit www.digitalcommerce360.com.
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