B2B Businesses Express Discontent with Ecommerce Technology Amid Shift to Digital Commerce

Over 65% of B2B companies report being unsatisfied with the platforms they are presently using, indicating a critical gap between technology capabilities and business needs. One of the major hurdles identified by businesses is data cleanliness, with 63% citing it as a significant barrier to growth. A notable 69% of buyers prefer to gather information online independently, rather than rely on sales representatives.

In the evolving landscape of digital commerce, a significant portion of B2B businesses are voicing dissatisfaction with their current ecommerce technology. Over 65% of B2B companies report being unsatisfied with the platforms they are presently using, indicating a critical gap between technology capabilities and business needs. This sentiment arises as the preference for digital commerce continues to grow among B2B buyers.

Growing Preference for Digital Commerce Among Buyers

Recent data shows that 80% of B2B buyers now favor digital commerce over traditional purchasing methods. This shift is largely driven by the desire for autonomy in the purchasing process. A notable 69% of buyers prefer to gather information online independently, rather than rely on sales representatives. This trend highlights the increasing importance of digital channels in the B2B purchasing journey.

Moreover, 51% of buyers engage in online research before making offline purchases, underscoring the need for B2B sellers to optimize their digital presence to influence early stages of the buying cycle. Despite this, only about one-third of B2B sellers feel confident that their current technology stack adequately meets buyer expectations, suggesting a disconnect between available tools and buyer needs.

Challenges with Current Ecommerce Platforms

As businesses strive to meet the digital demands of their buyers, many are considering changes to their ecommerce platforms. Currently, 60% of B2B businesses are actively seeking new ecommerce solutions, motivated by the lack of confidence in existing platforms expressed by 30% of sellers. This pursuit of better technology is not just about upgrading systems but addressing fundamental issues that impede growth.

One of the major hurdles identified by businesses is data cleanliness, with 63% citing it as a significant barrier to growth. Clean and accurate data is essential for effective decision-making and customer engagement, making it a priority for companies looking to enhance their digital operations.

Workforce and Organizational Transformation

The successful transition to digital commerce requires more than just technology upgrades; it necessitates a comprehensive organizational transformation. A substantial 62% of sellers report a lack of qualified ecommerce team members, highlighting a skills gap that needs addressing to fully leverage digital technologies. Companies with higher digital maturity often prioritize customer needs, using them as a guiding principle for their digital strategies.

Achieving digital success demands a top-down approach, where leadership is fully committed to the transformation process. Digital maturity varies widely among B2B companies, and those at the forefront are typically those that have embraced customer-centric strategies and invested in building capable teams.

Benchmarking Digital Maturity

For B2B companies, understanding their position on the digital maturity spectrum is crucial for planning improvements. Digital maturity assessments provide valuable insights, helping businesses benchmark their progress against industry standards and identify areas for development. By focusing on enhancing their digital capabilities, companies can better align with buyer preferences and improve their overall ecommerce performance.

In conclusion, the dissatisfaction among B2B businesses with current ecommerce technologies underscores the need for strategic enhancements in digital infrastructure and skills development. As the shift to digital commerce accelerates, businesses must prioritize customer needs, data accuracy, and team capabilities to remain competitive in an increasingly digital marketplace.