B2B Commerce Takes the Fast Track to Digitalization

Jena, Germany, 10 November, 2016 - Pursuit of the digitalization agenda is enabling B2B organizations to transform their business models, expand outside their traditional markets and enable operational innovation. These are some of the findings from a new research report, “Taking the fast track into the digital future of B2B commerce” from Intershop, published today.

In the answers of the 400 B2B organizations surveyed across Benelux, France, Germany, the Nordics, UK and US the impressive impact of the digital transformation becomes apparent:

  • Four in 10 claim that digitalization has completely changed their business models
  • Three quarters (76%) currently have their own B2B commerce site
  • Just 42% currently have bricks and mortar outlets
  • 46% say their sector is more global now than ever before
  • 43% are selling to customers that would not buy from them before
  • 44% are generating more total sales – and more sales per sales representative
  • 40% leverage their digital sales channels to persuade customers to purchase more items across more product categories.

The digitalization of B2B organisations is not only affecting their day-to-day operations. It is changing the whole business landscape. In fact, a third (37%) of survey respondents report an increase in “stealth” practices; where new and competing products and services come to market with little warning and not always from traditionally competitive suppliers.

These new offerings can often disrupt a sector and/or render incumbent offerings redundant. Indeed, only three in 10 (30%) B2B organisations feel confident enough in their product or services that they would be able to innovate in the face of stealth competition and keep up.

“Organizations need to set up the right technological infrastructure today in order to fully leverage the potential of digitalization and to prepare for a successful future”, explains Dr. Jochen Wiechen, CEO, Intershop Communications AG. “Order management systems have proved to have a particularly high relevancy in that respect. However, they are just one part of a truly synaptic commerce landscape, which ensures the necessary flexibility required by the market´s dynamics.”

The report also examines the digital mega trends, big data alongside the Internet of Things (IoT). An impressive 95% expect to benefit from IoT and smart automation. Already, organizations are noticing the impact in areas such as better marketing and targeting, cost savings, supply chain management efficiency and greater efficiencies across their business. Yet despite this, relatively few (37%) say they plan to invest in the IoT over the next 12 months. When it comes to the big data story, despite less than half (42%) claiming their organization uses big data effectively, 54% say it will be their organization´s next big investment.

Research Methodology

The research was conducted on behalf of Intershop by Vanson Bourne, an independent specialist in market research for the technology sector. 400 decision makers in the UK, France, Germany, the US, Benelux and Nordic regions were surveyed across the construction materials, tools, construction machinery, wholesale and other machinery equipment sectors.

About Intershop

Intershop (founded in Germany 1992; Prime Standard: ISHA) enables the world’s leading manufacturers and wholesalers to digitalize, transform, and boost their businesses. Our e-commerce platform and cloud-based technology give B2B companies the power to establish and expand their digital presence, improve customer experience, and increase online revenue. With 30 years experience and a global presence, we help our 300+ clients turn products into profits, customers into business partners, and transactions into lasting relationships.

Intershop is built to boost your business. Learn more at www.intershop.com.


This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

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