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How Should You Prioritize B2B E‑Commerce Investments?

Apr. 23, 2020 | By Greg Deitch, Partner/President - Trabon Solutions

Forrester Research analysts predict that by 2019 manufacturers and wholesalers will account for a combined 30% of spending on e-commerce technology, compared with a forecasted 28% share of spending by online retailers. So how should you prioritize your e-commerce investments? That largely depends on the maturity of your current system.

If you’re currently offering a basic, no thrills e-commerce experience, you’ll likely benefit from making investments in the following capabilities:

    • Content management system
    • Dynamic cross-sell/up-sell
    • Multiple shipping options
    • Contract & tiered pricing
    • Multifaceted Search
    • Shopping lists

If your e-commerce system is more advanced from a customer experience perspective, you’ll likely benefit from making investments in:

    • Business Intelligence
    • Integrating back end systems; ERP, inventory, fulfillment, CRM, etc.
    • Custom product development self-service

In general, you should invest in marketing features and customer experience first and then in creating efficiencies that increase profitability.

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