If you would like information about this content we will be happy to work with you. We strive to provide individuals with disabilities equal access to our website. In a remarkable first, B2B sellers are now more likely to offer e-commerce channels than in-person selling, an uptick that accelerated even as widespread vaccine rollouts allowed face-to-face interactions to resume (Exhibit 1). Spurred by the massive wave in digital adoption over the past two years, sellers have accelerated their digital timetables. This is up from 53 percent in early 2021. Nearly two-thirds (65 percent) of B2B companies across industry sectors now offer e-commerce capabilities, defined as fully executing a sales transaction online. Myth #1: Most B2B companies don’t offer e-commerce.
These charts expose five prevailing myths. The conventional wisdom around B2B e-commerce is due for a reset. While some B2B companies see e-commerce as the purview of cutting-edge tech players, the reality is that suppliers across industries are ramping up their capabilities at astonishing speeds. Not only are corporate buyers open to e-commerce, two-thirds now rely on digital and remote channels throughout their purchasing journey. McKinsey & Company’s latest B2B Pulse helps put these notions squarely to rest. Once seen as secondary to in-person sales, the e-commerce channel has rocketed to the forefront since 2020 and is now a key purchasing gateway for many corporate buyers.ĭespite this, misconceptions abound, with a number of B2B companies telling us that “customers aren’t ready” and “e-commerce is an immature space for businesses like ours.”
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