Mirakl has released the results of a new study, “Manufacturers Reap Benefits From Selling Direct,” conducted by Forrester Consulting. The study, commissioned by Mirakl and SAP Hybris, evaluates the current state of B2B manufacturers’ adoption of hosted online marketplaces and the associated benefits. Notably, the study found that manufacturers exposed to online marketplace selling are much more confident than others about their ability to manage the online buy flow.
B2B manufacturers recognize the importance of connecting directly with customers, but while they are looking to explore online selling opportunities, a majority of respondents reported they are stuck selling through online intermediaries or channel partners. The study reflects how manufacturers have only taken minimal steps in direct eCommerce due to “concerns over lack of experience with eCommerce; costs associated with building the required technology and potentially alienating their distributors; or channel conflict.”
The study highlights how the online marketplace model, where a B2B manufacturer showcases and sells inventory available through third-party channel partners, allows manufacturers to embrace eCommerce while mitigating concerns about channel conflict. Notable findings include:
- Manufacturers have taken half steps toward enabling eCommerce for end consumers. The study revealed that 53 per cent of companies say they are selling on third-party marketplaces or through channel partners, but relying on third-party channel partners interferes with the business’ control of the customer experience and reaping valuable customer data and insights.
- Manufacturers with marketplaces say they are “more confident” in their abilities to execute critical functions through direct marketplaces. Manufacturers reported they felt 10 per cent “more confident” at converting visitors to buyers through an online marketplace and 9 per cent “more confident” at managing the final stages of purchase fulfilment through a direct online marketplace.
“Manufacturers must quickly create direct relationships with customers, or risk falling behind and losing control of the customer experience altogether,” said Adrien Nussenbaum, U.S. CEO and co-founder, Mirakl. “Direct online marketplaces help manufacturers approach these critical abilities more effectively while preserving a partner-centric selling ecosystem.”
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