B2B organizations know what they want from their platforms and IT systems, according to the Intershop E-Commerce Report 2016: “Taking the Fast Track into the Digital Future of B2B Commerce”. And, they say that solutions like order management systems (OMS) are already proving invaluable at facilitating a truly seamless experience for buyers.
But organizations acknowledge that when it comes to achieving a truly synaptic commerce landscape, they still have a long way to go to. Indeed, a sizeable number of respondents confirm they are yet to fully realize the benefits that will arise from integrating B2B commerce and digital experience platforms with their enterprise resource planning (ERP), customer relationship management (CRM) and product information management (PIM) systems.
In terms of the B2B e-commerce system characteristics that hold the most appeal for customers, respondents confirmed the following features were in high demand:
- Flexible payment options such as PayPal/credit card/debit card (47%)
- Customized content/personalization (42%)
- After sales care (40%)
- Device optimization and integration (32%)
- Search functionality (29%) and comparison functionality (36%)
- Social features – including the ability to share on social media (28%)
Today’s buyers increasingly prefer to transact and interact via online channels rather than electronic data interface (EDI) and will use multiple devices – including mobile – to get the job done. Organizations confirmed they’re experiencing a ‘mobile first’ shift from buyers and are cognizant of the need to adapt.
Delivering breakthrough customer experiences depends on providing a seamless and unified experience across multiple touch points. Little wonder then that 98% of respondents have integrated at least one IT system to set up their B2B commerce landscape, with OMS (58%) and CRM systems (54%) topping the list.
Clearly, organizations are prioritizing their system integration strategy around delivering against the customization and after sales expectations of customers. It also explains why 43% have integrated procurement systems to enable the delivery of flexible payment options.
However, more than half the respondents confirmed that they have yet to integrate ERP, web content, digital asset management, PIM, procurement, content delivery networks, CRM, or image servers into their B2B commerce landscape.
This is an article based on the 2016 study. You can download the latest E-Commerce report on our website.