Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

The Changing Face of B2B Buying and Selling

Customers want to purchase products digitally

Business-to-business (B2B) ecommerce sales will have explosive growth in coming years and will soon rise beyond the business-to-consumer (B2C) market, according to industry forecasts. B2B buyers want to make business purchases online, and B2B companies continue to see the benefits of using ecommerce to supplement their existing buying mechanisms.

The vast majority of B2B executives in North America agree B2B ecommerce is critical to business advantage and results, according to a May 2017 survey by B2B Online, IFC Olson and WBR Insights.

"While digital has been transforming B2B sales for more than two decades, there is still a need for more complex solutions to support the intricacies of B2B commerce," said eMarketer senior analyst Jillian Ryan. "B2Bs typically work with a consultancy to determine how aggressive their digital sales strategy should be and the best way to implement it."

Direct web stores are the most common type of B2B ecommerce. B2Bs either build in-house or partner with a vendor to craft an on-site experience that will serve their buyers. Features like advanced search, detailed content, custom account specifications and mobile accessibility are all important. Many B2Bs are enhancing their direct offerings through hybrid approaches that balance a blend of online self-service with human-assisted sales.

Indirect digital channels—like a distributor or marketplace—aren’t as common as direct, and B2Bs must carefully weigh the pros and cons of selling through these methods.

Subscribers to eMarketer's premium platform, PRO, can read the full report here. Nonsubscribers can learn more here.

In the latest episode of "Behind the Numbers," eMarketer's Ryan explores how B2B buying and selling are transforming as digital commerce continues to grow.