The document discusses the evolving landscape of B2B commerce, emphasizing the need for companies to adapt to rapid technological changes and complex customer journeys. Key growth strategies include leveraging data-driven approaches, implementing personalized marketing, and embracing marketplace models, which are projected to dominate B2B transactions. The report highlights sustainability, agility, and innovation as crucial factors for future success in this sector.

1. GROWTH
STRATEGIES FOR
THE FUTURE OF
B2B COMMERCE

2. Henk Mensinga - Youwe
Guido X Jansen - Spryker

3. CHALLENGES
B2B COMPANIES
FACE OVER THE
NEXT YEARS

4. Challenge: We have to anticipate a world that is
changing exponentially FASTER
Number of years it
took for 25% of
the US population
to adopt a new
technology
10 20 30 40 50 years
TELEVISION
TELEPHONE
LIGHT
BULB
COMPUTER
SMARTPHONE
INTERNET
Source: US Census via Wall
Street Journal

5. Customer journeys & business processes become
COMPLEX
1995 -
2007
2007 -
2010
2010 -
2014
2013 -
2017
2018 2018 -
Ongoing

6. IDC Challenge: Most B2B commerce platforms were built for
yesterday’s customer journey

7. Fast changing supply chain

8. Sustainability and transparency
will play more important roles as
buying criteria”
The sustainable commerce trend has already begun in B2C,
driven by more sustainable materials, business practices,
shipping, and transparency. This will see a large uptick in B2B,
and IDC expects sustainability/ethics to show up on RFPs.

9. Autonomous commerce

10. New challenges require
a new mindset

11. Adapt KPIs to innovation speed
− MARKET SHARE for digital offering
− Customer EXPERIENCE, attractiveness
− SPEED
− Safe vs. Experimental bets
− Attractiveness & Retention of DIGITAL TALENT

12. Growth strategies to
leverage these changes

13. Businesses will become data driven assisted by AI.
● Dynamic pricing
● Strategic pricing
● Demand forecasting

14. Packaged business capabilities (and
headless commerce) will drive growth”

15. Composable Thinking is a mindset
that change is the means to new
business value and modularity is
the tool to master the risk of
accelerating change.”
© Gartner, Inc

16. Incorporate new Business Models into Commerce Strategy
Split Order
Operator & Merchant
Dashboards
Operator
Back Office
Offer & Product
Management
Merchant
Portal
Marketplace
Storefront
many more

17. Complexity, speed and innovation ask for new
PLATFORMS…
Time-to-Market
Flexibility
Highest
Flexibility
Fastest
Time to Market
Packaged Capabilities
Monolith
Microservices
Fast
Slow
Low
High

18. Personalization
By 2025, over 15% of B2B digital commerce interfaces will
provide personalized product and service information/content
based on a buyer’s company size, industry, organizational role,
purchasing history, etc.
Personalized product information”

19. MARKETPLACE AS
A FUTURE-PROOF
GROWTH
STRATEGY IN B2B.

20. Marketplace is a logical consequence of an ambitious
and sustainable growth strategy
Fully owned inventory +
direct shipping
Mix of dropship/
marketplace inventory
Pure platforms without any
own inventory
Online-Shop Hybrid Platform
Inventory
Risk
Product choice
Customer
Lifetime
Value

21. Trend 2: B2B Marketplace Models are on the rise
FOOD & BEVERAGES
LEARNING & DEVELOPMENT HEALTH CARE & PHARMA
CONSTRUCTION & RAW MATERIALS
SERVICES TRANSPORTATION & PACKAGING

22. Trend 2: B2B Marketplace Models are on the rise

23. The rise of marketplaces in numbers
$2.67
TRILLION
spent globally on the top 100 online marketplaces in 2020
Source: Gartner Inc, digitalcommerce360, Roland Berger
of Global Online Retail Sales are
accounted for by Marketplace Sales
62%
of the enterprise marketplaces launched will
serve B2B transactions by 2023
70%
Gross Merchandise Value Growth of 100
marketplaces, 2019-20
+29%
Asia USA UK France
REGIONAL MATURITY
Marketplace share in the regional e-commerce
market in %
$50B - $100B+
TOP 100
Size of the Top 100 Marketplaces broken down by
GMV in Billion US-$ in 2020
$1M - $40M $40M - $250M $250M - $1B $1B - $10B $10B - $50B
ON THE RISE
Marketplaces are driving the growth of GMV in Billion
US-$ of the worldwide e-commerce market
2014 2017 2018 2021e
Marketplace Wholesale

24. Enterprise Marketplace offers benefits for all parties
MARKET-
PLACE
Operator
Operator
+ products & services w/o
inventory increase
+ additional revenue streams
+ harmonization of channels
Customer
Customers
+ transparency
+ products & offers
+ curated offers
Merchant
+ access to new customers
+ operate in standardized
environment
+ Partial outsourcing value chain
+ self-service selling
Merchant

25. The only feature that mattered was
that everyone was there.
Whoever gets the network effect
first, wins.
James Currier
NFX Guild

26. HOW OUR
CUSTOMERS
APPROACH THE
TOPIC OF
MARKETPLACE

27. Electronics DIY Wholesale
Transport Manufacturing
Supply Chain
Food
Spryker Marketplace Supports wide range of Industries
Retail

28. Sourceability: disrupting the electronic component supply chain
Sourceability by the numbers
1B+
Products
$400M
Revenue 2021
$8K
Average Order
4K
Marketplace Merchants
50+
New Merchant
Application per Week

29. KEY TAKEAWAYS
OF FUTURE-PROOF
GROWTH
STRATEGIES IN
B2B.

30. Recap
Datadriven / AI
PBCs / Composable
Personalization
Marketplaces

31. And now

32. Q&A

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