Are B2B Enterprises Successfully Shifting Sales to Online Channels?

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by Ayaz Nanji
Many large B2B companies are still struggling to persuade clients to purchase goods and services online, according to a recent report from Accenture.

The report was based on data from interviews with 50 digital and e-commerce leaders who work at U.S.-based B2B organizations with at least $500 million in annual revenue.

Half of the leaders interviewed say their organization currently receives less than 10% of its annual revenue from online sales; only 19% say that online sales account for more than half of company revenue.

Below, additional key findings from the report.

How Customers Can Purchase

Some 90% of respondents say customers can purchase products/services from their company via sales representatives; 86% say it is possible to purchase online through a website.

How Organizations Are Promoting E-Commerce

Most respondents (92%) say their company uses email messaging to encourage customers to shop online; 86% use mailers to promote their websites.

Top Challenges

Nearly two-thirds of respondents (64%) say a top e-commerce challenge is customers’ resistance to change; 54% say they struggle with getting customers to consistently use online buying options.

About the research: The report was based on data from interviews with 50 digital and e-commerce leaders who work at U.S.-based B2B organizations with at least $500 million in annual revenue.