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Digitalisation Reshapes Expectations
A staggering 90% of B2B firms plan to expand their digital sales strategy over the next two years, indicating that digital transformation is becoming a top business priority. B2B customers increasingly expect self-service options, personalisation, and seamless digital interactions akin to their consumer experiences. Popular digital channels include self-service portals, social media, and product websites.
B2B firms must adapt to customer expectations that demand convenience and personalisation similar to B2C experiences.
Source: Akeneo
Product Information Management: The Primary Challenge
For e-commerce professionals, managing accurate and comprehensive product information remains a key issue. The survey identified main pain points, including the application of automation and AI (37%), team collaboration (31%), and timely product launches (28%).
Despite the increasing use of technologies such as Product Information Management (PIM) systems and AI, 40% of companies still manage product data manually. On average, it takes a B2B firm two weeks to gather product data for market launch, with data enrichment taking even longer.
Regulations Slow B2B Product Management Progress
B2B firms grapple with regulatory compliance challenges, with 99% of respondents reporting compliance issues. Key concerns include supply chain management, product data consistency, and discoverability (SEO). Automating compliance processes remains a challenge for 45% of firms, often slowing product launches.
Experience is Paramount
Focusing on delivering engaging and consistent product experiences is crucial for B2B firms. Two-thirds of respondents cite repeat business and conversions as benefits of high-quality product information. Key product content valued by customers includes:
- Clearly written product descriptions (79%)
- Technical datasheets (78%)
- Warranty information (75%)
- Customer references (75%)
Source: Akeneo
For e-commerce, maintaining quality product information across all digital channels is essential for customer satisfaction.
As in the B2C segment, it’s worthwhile to monitor new innovations that enhance the shopping experience. Traditional e-shops, for example, utilise augmented reality. In the future, it’s advisable to consider advanced digital technologies as well.
With digital channels already accounting for nearly 50% of B2B revenue, continued expansion into omnichannel strategies, IoT integration, and adaptable architecture will be essential for future growth.
