We have already talked extensively about digital transformation, but for us it is never enough.
In recent years, the way companies interact with each other and with their suppliers and customers has changed dramatically.
The digital transformation has led to the emergence of new communication and sales channels, which have made it possible to create ever more immediate and personalized relationships.
This is what was discussed during the Netcomm Forum, the most important event in Italy dedicated to B2B Commerce, which was held this week in Milan, and which brought together experts and enthusiasts of the sector to discuss the latest trends and challenges addressing business-to-business e-commerce.
In Italy, B2B Commerce represents an increasingly significant part of overall electronic commerce. According to the Netcomm Report on B2B Electronic Commerce, the sector recorded a 30% growth compared to 2021, reaching a value of 119 billion euros. Furthermore, 61% of Italian companies have started a B2B eCommerce business with their own website or on a marketplace.
Other data in hand from Netcomm's B2B Digital Commerce Observatory - relationship between companies that consults 400 companies with a turnover of over 2 million euros:
- The use of the Marketplace for services (financial and of a logistical nature) is establishing itself as an emerging trend, and aims at a total digitization of the older supplier or customer management systems.
- B2B eCommerce transactions have reached a 21% share and B2B Marketplace transactions have grown by 50% compared to 2021.
Other research by the Observatory divides the companies interviewed according to their levels of digital presence, ranging from Heavy Digital (heavily digital) to No digital, passing through "eCommerce oriented".
In order, the Heavy Digitals are 27%, and have already activated processes and services for digital channels in a structured way.
We then move on to the eCommerce Oriented, which are the majority, 34%. Among these, many have landed in B2B with the onset of the pandemic. Their goals are: to expand their market into new geographical areas and improve the service offered to customers.
The Light digitals are a decidedly lower share, 14%, and these are companies that are taking their first steps.
Finally, the No Digital: for them no digitization process is underway, they are 25%, for almost half of these (40%), the eCommerce channel is also excluded for the future. The reasons for this refractoriness are mostly economic, judged too expensive and complex.
It can be said that digital transformation in the B2B environment allows and will allow companies to create stronger relationships with their suppliers and to improve customer relationship management, thanks to the availability of real-time data on their behavior and preferences.
A focal point highlighted in this area is the desire to improve the Customer Experience, already fully present in the B2C sector, to be implemented also for the B2B world, which at this moment lacks functionality or has a strong deficit.
However, to be successful in the omnichannel digital transformation of supply chains and relationships between companies, companies must face some challenges, especially economic ones. First of all, it is necessary to invest in technological solutions and digital skills, training internal staff or turning to external professionals and companies in order to guarantee correct implementation and management of change.
In the coming year, expenses will in fact be mainly allocated to training and consultancy, but there will also be a strong increase in investments in the production of digital marketing content. The common goal is to create an e-commerce channel for everyone.
E-Business Consulting and our consultants will be happy to help you explore all the issues related to omnichannel digital transformation and eCommerce Project set up to overcome the new competitive challenges of your company. Contact us for a quote