Busting the five biggest B2B e-commerce myths (with abstract)
Article published by McKinsey and reviewed by Nikolay Sidelnikov
| Busting the five biggest B2B e-commerce myths (with abstract) | |
|---|---|
| Published By | Articles by McKinsey |
| Publish Date | January 26, 2022 |
| Authors | Manu Bangia, Liz Harrison, Candace Lun Plotkin, Kate Piwonski |
| Topics | B2B, B2B marketplace |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
A very popular article Busting the five biggest B2B e-commerce myths published by McKinsey in 2022, contains multiple insights devoted to successful B2B sales growth in digital. Based on the results of a large survey conducted by McKinsey, the authors conclude that many statements about the role of digital in B2B sales are wrong now. Authors are busting the following myths:
- "Most B2B companies don’t offer e-commerce". The truth is that 65% of B2B companies took part in the research. The article explains the real proportion between different channels.
- "B2B buyers prefer face-to-face interactions". In fact, much more than half of corporate customers prefer digital or remote interaction when possible. Again, the article contains some additional insights about it.
- "Just a basic e-commerce site can suffice". In fact, research shows that " the majority of B2B companies are treating e-commerce as a full-service channel—and investing accordingly".
- "E-commerce is only for repeat or low-ticket purchases". Authors particularize facts and numbers that show what reality looks like.
- "Digital marketplaces are a next-level ‘nice-to-have’". In fact, most B2B buyers confirmed that they are open to purchasing on digital marketplaces, and every B2B company should take this fact into account.
The article contains many numbers and diagrams that might be useful for decision-making.
The full text: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/busting-the-five-biggest-b2b-e-commerce-myths
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