Manufacturing sales increased in some measure last year because more manufacturers began embracing their most persistent customers—digital-first customers, according to data and analysis contained in the forthcoming 2022 US Manufacturing Report from Digital Commerce 360.

Manufacturers made a nice comeback overall in 2021 despite fighting strong headwinds ranging from COVID-19 to moderate to severe supply chain disruption.

In 2021, total U.S. manufacturing sales grew 12.6% to $6.036 trillion from $5.354 trillion in 2020, according to data from the U.S. Department of Commerce.

Manufacturing sales increased in some measure last year because more manufacturers began embracing their most persistent customers—digital-first customers, according to data and analysis contained in the forthcoming 2022 US Manufacturing Report from Digital Commerce 360.

Many manufacturing made significant strides last year in either embracing digital commerce for the first time or expanding their existing ecommerce strategy, say industry analysts.

But manufacturers that aspire to be truly exceptional at B2B ecommerce also need to think through a comprehensive strategy — and get to know their digital customers up close and personal, say analysts.

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“Overall, I’ve seen great improvement since COVID-19 crashed into our world in early 2020,” says Perficient director of ecommerce strategy Justin Racine. “B2B buyers demanded digital-first experiences, as we all as consumers migrated to the web to buy products and services digitally, when previously we had not.”

But to get ecommerce right manufacturers need to think through an enterprise strategy — and take into account what customers need and want, says Perficient director of ecommerce strategy Karie Daudt.

“Many manufacturers are now rethinking about their initial B2B digital commerce approach,” Daudt says. “We are seeing many manufacturers realize they are not seeing the results they expected and taking a more strategic look and reviewing their go-to-market opportunities and considerations regarding channel enablement or disruption.”

Racine and Daudt are both speakers at EnvisionB2B Conference & Exhibition, premiering June 8 to 10 at McCormick Place convention center in Chicago.

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Going forward, manufacturers that want to be successful at digital commerce need to sell the strategy they want both inside — and outside — the enterprise, says Forrester Research analyst Joe Cicman. “B2B digital commerce is now considered a necessary part of omnichannel buying motions by U.S. manufacturers, but it’s not a large percent of overall sales, and this still causes frustration within many manufacturers’ sales organizations,” he says. “In general, manufacturers have a spotty track record of delivering great buying experiences because of the irrational state of their distribution networks and the challenge of justifying investment in a self-service digital channel that represents a small percent of revenue.”

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