Not just products and services for consumers. The growth of e-commerce increasingly passes through business relationships between economic operators. At the end of 2022, 61% of Italian companies used it, almost 12% more than the previous year and the incidence is destined to grow further. The data emerges from the fourth edition of theB2B Digital Commerce Observatory Of Netcommcreated with the support of Adacto | Adjacent, Big Commerce e Rewixon a sample of 400 companies with a turnover of more than 2 million euros.
In particular, the snapshot of the market shows that companies focused onuse of B2B marketplaces – they reached 34%, a good ten points more over the course of a year – not only for sales, but also in terms of lead generation, the process which consists in attracting the interest of potential customers with the aim to transform it into sales transactions.
The experience of those who have launched themselves on the digital channel has been positive in the vast majority of cases, so much so that among the 39% who have not yet adopted e-commerce B2Ba third intend to develop them in the next 12 months, double that of 2021. With a higher incidence among large companies.
In short, we are at a new step of development after the first steps of the past few years. Therefore, the acceleration imposed by the outbreak of the pandemic, when many entrepreneurs had to make a virtue out of necessity, overcoming resistance to e-commerce, has not ended. An undoubtedly positive aspect for our country, long behind in the diffusion of Internet-related businesses, but in strong recovery over the last few years. “In the post-pandemic, the possibility of customer loyalty through the improvement and innovation of the service offered has become the main reason that drives companies to digitize b2b commercial transactions”, he notes Roberto Liscia, president of Netcomm. To then recall that this transition is considered decisive by 39% of companies and, with a growth of 20 points compared to 2021, it has even surpassed the reasons related to the expansion of the market towards new geographical areas. Two aspects that are in some ways linked, considering that the web allows you to broaden your business horizons without the need to open new physical offices, with cost savings and even lower risks considering the geopolitical variables of the current scenario.
The survey shows that revenue share from digital B2B sales stands at 11%, but a growth of fourteen percentage points is expected within three years. “Despite some brakes mainly related to the perception of a high complexity of the project and fears of a poor return in terms of benefits, we expect the pace of growth to be even faster in the coming years and that the share of turnover from digital sales will reach 25% by the end of 2025”, adds the expert.
Going into the merits of the most used services for online channels, the digitized catalogues not product sheetswith the largest companies often also active in digital payments and logistics services.
To deal with the process of digitization companies had to undertake internal reorganization initiatives and/or investments. In 53% of cases, the skills of personnel already employed were developed, while for 39% the tasks were entrusted to external professionals and companies – mainly web agencies and ICT companies. Only 26% of companies have hired staff dedicated to new B2B activities with digital channels.
Looking instead in perspective, with a twelve-month time horizon, the research indicates that investments will primarily focus on training and consultancy servicesas well as on the development of content by digital marketing. Finally, the interest in investing in their own direct e-commerce remains high, especially from those companies that have already adopted it and who, having tested its benefits, wish to strengthen this tool.