5 Myths to Debunk About B2B Ecommerce According to McKinsey

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The eCommerce channel in b2b has been considered for many years as a secondary option compared to in-person sales. 2020 and the pandemic have increased the use of digital channels by buyers around the world, regardless of sector; yet, many companies have not activated an eCommerce because they believe that their customers are not ready and the market is not mature.

But is it really so? McKinsey & Co. has published the article Busting the five biggest b2b e commerce myths that we bring you today with an adaptation. Continue reading to learn more!


The whole truth about b2b eCommerce
In December 2021, McKinsey & Co. published B2B sales: Omnichannel everywhere, every time which contains some rather interesting data, which emerged from a survey conducted on decision makers of b2b companies. The cambodia phone number database reference market is the USA, but we know that the trend will soon arrive in Europe too, as it has happened with other trends.

Here is the current situation and forecasts regarding b2b commercial and marketing activities :

94 % of respondents define omnichannel sales strategies as effective as those adopted in the pre-pandemic period (or even more effective)
channels for interactions between customers and suppliers in b2b have gone from 5 in 2016 to 10 or more today
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Buyers are more than ever willing to spend even high amounts on remote sales or eCommerce channels , in particular:

35 % of respondents are willing to spend more than half a million dollars for a single transaction (in February 2021 it was 27% of the sample)
77 % of b2b customers are willing to spend more than $50,000
Suppliers will increasingly struggle to maintain customer retention and loyalty if their expectations are not met : 8 out of 10 decision makers say they are ready to look for new partners if they do not receive sufficient guarantees on performance and satisfaction.

In the diagram created by McKinsey, you can see how the mix is ​​quite homogeneous, with 2/3 of buyers choosing remote interactions with the sales force or self-service services such as eCommerce.

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