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B2B organizations that haven't embraced ecommerce risk getting left behind, and the remainder capitalize on their competitive advantage, according to a new report from content management services (CMS) provider DynamicWeb.

The evidence continues to mount: Ecommerce is now standard operating procedure among B2B sellers both at home and abroad.

In fact, a new DynamicWeb survey of 400 companies — each with more than 20 employees and revenues above $20 million — reveals that 70% of B2B sellers have an ecommerce site or an online portal. DynamicWeb provides content management systems (CMS), ecommerce, product information management (PIM) and marketing applications and services. Its report includes companies in the United States, UK, Germany, Netherlands, Denmark, Norway and Sweden.

“In a landscape where customers expect convenience and flexibility as standard, the 23% of B2B organizations not yet embracing ecommerce risk getting left behind; while the remainder capitalize on their competitive advantage,” according to the DynamicWeb report.

DynamicWeb B2B ecommerce findings include:

  • 68% of B2B organizations have an ecommerce storefront or self-service portal.
  • 85% will maintain or increase investment in ecommerce over the next 12 months.
  • 50% of revenue, on average, comes from ecommerce or portal orders.
  • 61% use a product information management (PIM) system.
  • 60% of B2B organizations incorporating ecommerce and online portals into their channel strategy are doing so to drive current sales and grow the business.

B2B customers want ease. Ease of ordering, researching – and of doing business, period. Leading organizations are investing in ways to reduce friction in the purchase process, to gain a competitive advantage,” according to the report. “Ecommerce broadens prospects’ options of when and where to interact with your company: improving both brand perception and customer experience.”

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