As the online B2B market is growing, Multiscope has performed research commissioned by Thuiswinkel.org and PostNL to create an overview of current trends. Of the more than 5000 respondents, almost 40% indicates they placed an online business order in the Netherlands. Mainly office equipment and electronics are bought. A less predictable product category is machines and tractors, in which 25% ordered something online.
According to Wijnand Jongen, president of Thuiswinkel.org: “consumers are used to buying online for years. We see businesses catch up now. B2B webshops are professionalising rapidly and shops that used to focus only on the B2C market, are making the shift to focus both on B2C and B2B. For business consumers, it can be very time saving to order online, which is for many the main reason to do so”.
B2B trends and chances
Trends seem to point to a more diversified product field. While office supplies are still ordered by most of the businesses (39%), computers and equipment are popular as well (34%). Specialised products, like machines, tools, tractors and means of transport are ordered online as well (25%). The most given reason to order online amongst businesses is ‘saving time’ (40%). However, business consumers also like to see and feel a product. Webshops focusing on B2B can still improve a lot in the field of product information and imagery.
Download the full report here.