This blog post dismantles common myths that prevent manufacturers from adopting e-commerce. It addresses concerns such as product complexity, fear of losing personal relationships, and the belief that e-commerce is only for B2C.
Truth: E-commerce platforms can handle even the most complex products. They can include detailed specifications, 3D models, configurators, and augmented reality features to help customers understand and customize products.
Stat: According to Gartner, 80% of B2B sales interactions between suppliers and buyers are taking place in digital channels.
Truth: B2B e-commerce is growing rapidly. Many buyers now prefer the convenience of online ordering, especially for repeat purchases. E-commerce streamlines procurement and makes it easier for customers to do business with you.
Stat: Forrester predicts B2B e-commerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023.
Truth: While some customers still value traditional interactions, many B2B buyers—especially millennials—expect digital purchasing options. E-commerce offers more choice, not less.
Stat: McKinsey found that 70-80% of B2B decision-makers prefer remote human interactions or digital self-service.
Truth: Affordable, out-of-the-box e-commerce solutions are available and designed for manufacturers. They can be implemented quickly and scaled as needed. The long-term benefits often outweigh the initial investment.
Stat: Frost & Sullivan reports that B2B organizations can reduce their cost of sales by 90% by switching to e-commerce.
Truth: E-commerce enhances relationships through personalized experiences, targeted communication, and improved customer service tools. It also provides valuable data to better serve your customers.
Stat: Accenture found that 91% of consumers are more likely to shop with brands that recognize and provide relevant offers and recommendations.
Truth: E-commerce empowers your sales team to focus on high-value activities—like relationship building, problem-solving, and closing large deals—while using valuable data to inform their strategy.
Stat: Gartner predicts that by 2025, 80% of B2B sales interactions will occur in digital channels.
Truth: Modern platforms include product configurators and CPQ (Configure, Price, Quote) tools that can handle even the most customized products.
Stat: Deloitte reports that 36% of consumers are interested in personalized products or services.
Truth: Many e-commerce providers offer fully managed solutions, handling everything from setup to ongoing maintenance, allowing you to focus on your core business.
Stat: The global managed services market is expected to grow from $242.9 billion in 2021 to $354.8 billion by 2026 (MarketsandMarkets).
Truth: E-commerce can enhance your distribution network, providing better tools and information, and opening up new markets.
Stat: Avionos found that 80% of B2B buyers use supplier websites to research products.
Truth: E-commerce reduces operational costs, increases order accuracy, and opens new markets. It also provides valuable data to inform product development and marketing strategies.
Stat: B2B companies that implement e-commerce report an average revenue growth of 8.3% (B2BecNews).
Truth: E-commerce levels the playing field, helping smaller manufacturers reach a global market without a large sales force or physical presence.
Stat: SMEs that use e-commerce are five times more likely to export than those that don’t (World Bank).
Truth: No industry is immune. Early adopters often gain a significant competitive advantage.
Stat: IDC predicts that by 2027, 80% of all manufacturing, retail, and logistics supply chains will be digitalized.
Truth: E-commerce often leads to overall sales growth by reaching new customers and making it easier for existing customers to buy.
Stat: Forrester reports that 75% of B2B product purchases are already made online.
Truth: E-commerce allows smaller manufacturers to compete on niche expertise, customization, and superior customer service.
Stat: Sana Commerce reports that 50% of B2B buyers are more likely to buy from a new supplier if it has an easy-to-use website.
Truth: E-commerce makes it easier to reach niche markets globally, connecting you with customers who might never have found you otherwise.
Stat: Grand View Research expects the global niche market to reach $747.6 billion by 2028.
Every manufacturer faces unique challenges. But the myths around e-commerce are just that—myths. Modern platforms, changing buyer behavior, and digital transformation make now the time to take action. Don’t let outdated beliefs hold your business back.
Let’s talk about how e-commerce can work for your products, your customers, and your growth goals.