2021年B2B未来购物者报告（英）-43页_11mb

THE B2B FUTURE SHOPPER REPORT 2021 SUMMARY

Core Content Overview

This report, based on survey data from 604 B2B buyers across the UK, US, and China, provides insights into how the pandemic has influenced B2B purchasing behavior and the future of B2B commerce. It highlights the shift towards online purchasing, the importance of customer satisfaction, and the necessity for B2B suppliers to adapt to new expectations and technologies.

Main Findings and Key Insights

1. B2B Online Buying Behavior

• Online purchasing is increasing across the B2B sector, with 49% of purchases in the UK, US, and China now made online.
• Post-pandemic expectations vary by region:
  • UK and US are expected to revert to pre-pandemic levels of online spending.
  • China is expected to see a rise in online spending, with a projected increase to 53%.
• Size of the business influences the extent of online adoption:
  • Smaller businesses in the UK and US are more likely to revert to offline channels.
  • Larger Chinese enterprises are already more entrenched in online purchasing.

2. The Lasting Effects of the Pandemic

• 93% of B2B buyers across the UK, US, and China expect to retain at least some pandemic-driven changes.
• Chinese businesses are less affected by the pandemic in terms of changing buying habits (only 17% say all their behaviors have changed).
• UK and US show a stronger shift, especially among smaller businesses, where the impact is more pronounced.

3. KPIs Driving B2B Decision Makers

• The top KPIs for B2B buyers include:
  • Purchase Efficiency (43% globally)
  • Customer Satisfaction (38% globally)
  • Inventory Management (36% globally)
  • Brand Awareness (32% globally)
  • Equipment Uptime (30% globally)
• A notable shift from previous years, where cost savings were a primary concern.

4. B2B Satisfaction and Frustrations

• 52% of B2B buyers are frustrated with the online buying experience.
• In the UK and US, 89% find online buying more complicated than offline.
• China shows a more positive outlook, with 52% believing online is less complicated than offline.
• Small businesses in the UK and US are more likely to report dissatisfaction with the online experience.

5. Supplier Switching Trends

• 53% of global B2B buyers have changed all their suppliers in the past 12 months.
• UK leads in supplier switching, with 64% of companies switching for all purchases.
• China shows less switching, with only 41% of companies changing all suppliers.
• The main reasons for switching include:
  • Better payment options (30%)
  • Better bundled discounts (29%)
  • Bad checkout experience (25%)
  • Better contract terms/pricing (25%)
  • Difficulty finding products (25%)

6. The Omni-Channel Future

• B2B buyers are using a variety of channels, including:
  • In-store or warehouse visits (43% UK, 44% US, 59% China)
  • Supplier online portals/apps (34% UK, 43% US, 57% China)
  • EDI or Punch Out (39% UK, 33% US, 42% China)
  • Telephone (23% UK, 29% US, 31% China)
  • Fax (26% UK, 26% US, 20% China)
  • Sales rep direct purchase (18% UK, 29% US, 59% China)
  • Amazon Business (28% UK, 31% US)
  • Alibaba (Tmall & Taobao) (73% China)
• Amazon Business and Alibaba are the leading online channels in the US and China respectively.
• B2B buyers are still looking for a personal touch, suggesting that digital-only approaches may not fully replace traditional methods.

7. B2B Needs to Learn from B2C

• 90% of B2B buyers expect a similar experience to B2C when shopping online.
• Convenience and ease of use are key:
  • 41% want more convenient delivery
  • 41% want repeat ordering
  • 20% would welcome AR functionality
  • 17.7% want voice ordering
• Mobile experience is a priority, with 72% of buyers wanting a better mobile experience and 62% wanting dedicated smartphone apps.

Conclusion and Recommendations

• The omni-channel approach is essential for B2B suppliers to meet the evolving needs of buyers.
• Customer satisfaction and purchasing ease are now more important than cost savings.
• Technology integration is crucial, with a focus on mobile optimization, AR, and voice ordering.
• User-centric design and real-time information are vital for improving the online B2B experience.
• Supplier switching is a growing trend, driven by a combination of cost, functionality, and customer experience factors.

How Wunderman Thompson Commerce Can Help

• Technical Audits, Roadmap Strategy, Merchandising Strategy, PIM Implementation, CPQ Integration, and Platform Selection
• User Experience Design and Research, Interface Design, Service Design, Journey Mapping, and Conversion Rate Optimization to create more engaging and effective B2B shopping experiences.