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Ecommerce B2B: Informe de tendencias 2018-2019

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Informe de las principales tendencias en ecommerce B2B centradas en la experiencia del comprador profesional, que veremos asentarse en el mercado profesional durante 2019.

Este presentación fue realizada por Pablo Renaud, experto en ecommerce B2B. Corresponde a un evento profesional organizado por Ebolution para dar a conocer las tendencias en el diseño de plataformas ecommerce B2B.

Más información en:
https://www.renaud.es/2018/ecommerce-b2b-experiencia-comprador/

Published in: Economy & Finance
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Ecommerce B2B: Informe de tendencias 2018-2019

  1. 1. B2B AL DESCUBIERTO Informe de tendencias en ecommerce B2B Eventos #CoffeeCommerce Pablo Renaud Head of Ecommerce Strategy
  2. 2. Tendencias #ecommerce #B2B
  3. 3. La próxima frontera del #ecommerce “The B2B eCommerce market is growing and is expected to reach $12 trillion by 2020”
  4. 4. #DATO
  5. 5. #DATO
  6. 6. La próxima frontera del #ecommerce
  7. 7. La próxima frontera del #ecommerce
  8. 8. La próxima frontera del #ecommerce
  9. 9. La próxima frontera del #ecommerce
  10. 10. La próxima frontera del #ecommerce Search is the B2B buyer's #1 resource for research; 90% of B2B researchers who are online use search specifically to research business purchases. (Google) B2B customers now expect the same range of omnichannel buying options they enjoy as consumers, which is why 49% of B2B buyers prefer to use consumer websites to make work-related purchases. (The Future of Commerce) 71% of B2B researchers start their research with a generic search. (Google) B2B researchers do 12 searches on average prior to engaging on a specific brand's site. (Google) El pez rápido se come al pez lento
  11. 11. La próxima frontera del #ecommerce 59% of buyers prefer to do research online instead of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem. (Forrester) 80% of buyers noted the importance of credible product details and information, as well as an easy-to-use website. 75% would buy again from the same supplier because of omnichannel features. (The Future of Commerce) Both B2B customers and consumers value useful services that promote online convenience – such as self-service access to accounts and orders (72% of buyers) and scheduled deliveries (64 percent of buyers) 52% percent of the B2B buyers surveyed (in North America and Europe) said they expect one out of two of their purchases to be made online in three years’ time. El pez rápido se come al pez lento
  12. 12. Las claves: #ecommerce #B2B
  13. 13. Las claves: #ecommerce #B2B
  14. 14. Las claves: #ecommerce #B2B Venta de amplio espectro • Autoservicio y venta asistida por equipo comercial • 53% de las compras B2B serán online • 60% de los compradores no querrán hablar con Ventas • Los pedidos ocurrirán 24/7 y desde todo dispositivo • El comprador querrá ver online toda su actividad • La venta asistida necesitará herramientas avanzadas
  15. 15. Las claves: #ecommerce #B2B Experiencias personalizadas • Será necesario personalizar contenidos al cliente • Personalizar según dispositivo • También habrá que personalizar el marketing • Catálogos, precios y condiciones personalizadas • Las plataformas permitirán planificación de marketing • Acciones en tiempo real • Ayuda comercial en tiempo real
  16. 16. Las claves: #ecommerce #B2B Agilidad y velocidad de llegada a mercado • B2C seguirá generando cambios a gran velocidad • Será fundamental adaptarse rápido a los cambios • Competitividad: una única plataforma B2B/B2C • Expansión a otros mercados, canales, productos
  17. 17. Las claves: #ecommerce #B2B Analítica y datos • Equipos no técnicos necesitarán acceso a datos • Herramientas sencillas de analítica de negocio • Datos de todos los sistemas unificados • Se podrán tomar decisiones basadas en datos
  18. 18. Las claves: #ecommerce #B2B Equipos de ventas • El ecommerce B2B no es una distracción • (No) es una amenaza. • Debe permitir esquemas de comisionado efectivos • Elimina el trabajo repetitivo y de poco valor • Facilita información muy valiosa de clientes • Posibilita un trabajo de upsell más efectivo
  19. 19. Las claves: #ecommerce #B2B SEO/INBOUND MKT también es vital • Los compradores están buscando online constantemente • ¿Dónde se toman las decisiones de compra? • El cuidado por el producto es fundamental • El cuidado por la UX es fundamental • Contenido no transaccional es fundamental
  20. 20. Las claves: #ecommerce #B2B Funcionalidades específicas de B2B • Compra rápida, carga de referencias • Asistentes de compra, listas, repetición de pedidos • Herramientas de presupuestación • Jerarquías de usuarios, roles y aprobaciones • Control de acceso, datos protegidos por niveles • Control de riesgo, crédito, reglas de pedido • Formatos de producto, operaciones logísticas • Impersonación del cliente, co-browsing
  21. 21. No importa el modelo de negocio ni en qué sector industrial se desarrolle una actividad, siempre es posible conseguir una transformación digital que posicione a la empresa en el nuevo ecosistema. Descubre más sobre nosotros en: www.ebolution.com Nos gustan los retos digitales
  22. 22. Sin fricciones. Con resultados. Escríbenos: hablemos@e Llámanos: +34 916 318 91
  23. 23. GRACIAS #CoffeeCommerce

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