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into their digital services or self-service customer • 42% focus on self-service to provide quick and user-
portals. friendly online self-services for various needs.
• Similarly, only 7.5% of organizations effectively • 25% emphasize customer-centricity to enhance the
leverage customer data for personalization. buyer journey with a customer-centric approach.
• Despite the clear benefits of an online strategy, • 9% concentrate on access, to support all necessary
35% of such organizations lack concrete goals for touchpoints and simplify the customer experience.
improving digital buyer convenience.
• Conversely, 61% of organizations use the Net Unfortunately, the report also shows that, despite recognizing
Promoter Score (NPS) as a metric to evaluate digital the importance of self-service (42%) and customer centricity
buyer convenience. (25%) among the surveyed B2B e-commerce organizations,
only 7,5% of the organizations integrate customer support
Self-service capabilities provide increased into their digital services or self-service portals, suggesting
convenience and allow for autonomous commerce a more transactional focus, and leverage customer data for
Another fundamental takeaway from this insightful report personalization, missing opportunities to make the buyer
is that B2B companies should push toward providing self- journey more convenient with contextual and tailor-based
service capabilities on their e-commerce platforms. This information.
serves a double purpose; on one hand, it provides more online
convenience for the buyers, thus increasing satisfaction, client The report also shows that although the vast majority
retention, and brand building. However, it also paved the way of respondents claim to have a well-established online
for autonomous commerce, which is the end step of current strategy, 55% lack specific goals for improving digital buyer
e-commerce, either in B2B or B2C. Thus, creating a win-win convenience, while 11% have none at all. An even closer look
scenario. shows that 43% of respondents with established strategies
consider their objectives to be moderately clear, while 34%
In fact, B2B buyers today expect a customer-centric find them very clear. Both groups prioritize customer-
experience with their needs at the forefront. This expectation centricity in their strategies for improving buyer convenience.
has been inherited from the massive B2C e-commerce
platforms and marketplaces that have slowly turned at least The importance of understanding the digital B2B
the last two generations—Millennials and Gen Z—into buyer journey
Would you also like to surprise
regular ‘online shoppers’, thus setting the standard for them For brands and businesses wishing to be successful in the
on what to expect from an online buying experience. complex yet rewarding B2B e-commerce global market, it
is of paramount importance to understand the B2B buyer’s
This is why it is a smart choice for a customer portal to focus journey and properly assess at which step of it, is your your customers with the fastest
on self-service for various personas within the customer business creating more friction for your customers.
delivery times within Europe?
organization and meet customers’ needs even in volatile
markets and disruptive supply chains. As Tanja Tschech, the
expert consulted in the report and Digital and Transformation
Manager, Röhm GmbH, and Member of B2B Frontrunners,
explains.

On average, organizations derive 19% of their revenue from
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online sales and have 24% of their customer base online.
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benefit from a digital transformation process. A solid online
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can boost information spread, customer services, and customer
support, as well as enhance the customer experience (CX).
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In fact, as the report shows, organizations with a solid online
strategy implement specific best practices for improving the
experience of existing customers through their e-commerce
operations:

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