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Companies rush to adopt B2B eCommerce and sales rep technology

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Companies rush to adopt B2B eCommerce and sales rep technology

Study finds B2B omnichannel strategies becoming a reality to meet customer demand for seamless in-person and online buying experiences.

According to a study released by B2B commerce technology provider Handshake, manufacturers and distributors are rapidly adopting B2B eCommerce tools to respond to increasing pressure from customers for less manual, more dynamic sales and ordering processes.

"Our most recent survey indicated that manufacturers and distributors are clearly feeling pressure from buyers and competitors to automate manual sales and ordering processes," said Glen Coates, CEO of Handshake. "Many plan to immediately address these issues, leading them to implement or plan investments in digital commerce technology for their customers and sales teams."

Suppliers that have already responded to their customers' requests for convenient online ordering are seeing a return on their investment.

B2B companies develop mobile and eCommerce experiences to grow business 
Creating an omnichannel, consumer-like customer experience is a key goal for manufacturers and distributors in the next year. When asked what commerce technologies were a priority for their businesses, 63% cited web B2B eCommerce software for online customer ordering, 58% highlighted mobile order writing software for sales reps in the field, and 30% said Mobile B2B eCommerce that would allow customers to place orders from a mobile device.

As the B2C world continues to raise the bar with conveniences like online ordering and mobile access, similar expectations are seeping into the world of B2B Commerce. Among respondents that have already invested in B2B eCommerce, 79% reported that their customers asked for the ability to order online.

Manufacturers and distributors are recognizing the immediate necessity for investments in B2B eCommerce with 50% reporting that they plan to implement solutions within the next twelve months, and 20% within six months.  This is on top of the 44% of respondents that already had a B2B eCommerce web portal in place. The expectation of 24/7 online ordering will only become more common among buyers as more companies provide the option.

Suppliers that have already responded to their customers' requests for convenient online ordering are seeing a return on their investment. Among respondents that have already implemented B2B eCommerce, 50% noticed customers ordering additional products across more categories and 34% have seen an increase in average order value. By delivering an easier way to do business, manufacturers and distributors are able to drive more sales.

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