KIBO-2019年美国B2B电子商务报告（英文）-2019.6-19页_1mb

Summary of the 2019 U.S. B2B Ecommerce Market Report

Core Content

The 2019 U.S. B2B Ecommerce Market Report highlights the rapid growth and transformation of B2B commerce driven by technology and competition. It emphasizes the shift from traditional purchasing methods to digital channels, noting that in 2018, electronic transactions accounted for 50.7% of total U.S. B2B sales, totaling $7.579 trillion, up from 49.2% in 2017. This growth is attributed to the increasing demand for automation, convenience, and efficiency in B2B purchasing, mirroring the B2C experience.

Main Points

• Electronic Transactions Dominance: In 2018, $7.579 trillion in B2B transactions were conducted electronically, representing 50.7% of total U.S. B2B sales.
• Traditional Channels Still Significant: 49.3% of B2B sales, or $7.372 trillion, still occurred through traditional methods such as phone, fax, and face-to-face interactions.
• Key Channels:
  • EDI remains the largest channel, accounting for 64.1% of electronic B2B transactions.
  • E-procurement software and online marketplaces are growing rapidly, with e-procurement making up 21.7% of transactions.
  • B2B ecommerce websites and marketplaces (e.g., Amazon Business) represent 14.3% of electronic sales.
• Marketplace Growth: Amazon Business has emerged as a major player, with annualized sales projected to exceed $25 billion in the near future.
• Challenges in B2B Ecommerce:
  • Lack of funding is a primary barrier for manufacturers, wholesalers, and distributors.
  • Resistance from internal sales teams and customers to adopting online purchasing is also a significant hurdle.
  • Integration complexities with existing systems such as ERP, CRM, and procurement software pose challenges.
• Strategies for Success:
  • Implementing punch-out capabilities allows seamless integration between buyers' procurement systems and sellers' online catalogs.
  • Unified platforms with modular, scalable, and integrated technologies are essential for long-term growth.
  • Change management and governance are critical to ensure smooth digital transformation.
• Investment Trends:
  • 84.5% of distributors and 79.4% of manufacturers plan to increase B2B ecommerce spending.
  • 71.0% of distributors and 75.3% of manufacturers expect to increase spending by more than 10%.
• Consumer-Style B2B Experience:
  • B2B buyers increasingly expect personalization, convenience, and speed in their purchasing process.
  • The rise of mobile access and self-service platforms is reshaping buyer behavior and expectations.

Key Insights

• EDI is still the dominant electronic channel but its share is declining as e-procurement and online marketplaces grow.
• Amazon Business is a growing threat and opportunity, pushing many B2B sellers to invest in their own digital platforms.
• Punch-out software is becoming a vital tool for B2B sellers to integrate with buyers' procurement systems, improving efficiency and reducing manual tasks.
• B2B buyers are becoming more tech-savvy, with 41% under the age of 40, and they are demanding more automation and digital integration.
• B2B ecommerce is no longer optional, as more buyers are using online platforms and expecting similar ease of use to consumer websites.

Case Studies and Examples

• CCC Parts:
  • Utilizes an online trading platform to connect collision repair shops with parts suppliers.
  • Offers integration with business management software, enabling real-time access to inventory, pricing, and promotions.
  • Provides next-day delivery and promotional pricing, helping OEMs like American Honda remain competitive.
• Meritor Inc.:
  • Launched an updated B2B ecommerce site, MeritorPartsXpress.com, to improve customer experience.
  • The site includes enhanced search, 360-degree product views, and real-time order status tracking.
  • Features such as guest account creation and online return forms streamline the purchasing process and improve customer satisfaction.

Conclusion

The B2B ecommerce landscape is evolving rapidly, driven by automation, digital integration, and the demand for a more convenient and efficient purchasing experience. While traditional methods still play a role, the majority of B2B sales are now conducted electronically, and companies that fail to adapt risk falling behind. The report underscores the importance of investing in e-procurement systems, punch-out capabilities, and unified digital platforms to meet the needs of modern B2B buyers and maintain a competitive edge.