B2B marketplaces now dominate digital commerce, but not in Italy

B2B marketplaces now dominate digital commerce, but not in Italy

In Italy only 18% of companies use marketplaces to sell

According to one Netcomm study, Italy is one of the most backward countries in terms of digitization and even more backward in terms of online sales.

B2b companies with a turnover of over 2 million euros, in 75% of cases, use digital channels for some phases of the sale, but only the 18% of them exploits i marketplace to sell. The 26% of the activities, however, does not have no digital commerce activity. As for companies with turnover above 20 million, 52% of them have an active online sales channel.

Italy: strong backwardness compared to the rest of the world

I marketplace for B2B have increasing relevance, Mostly in Asia, where are 13 of the top 25 marketplaces B2b of the world, and USA. In Italy, as in the rest of Europe, this phenomenon is still only in its infancy.

But start to see yourself a slight increase in knowledge of marketplace names and this indicates that interest begins to grow and curiosity about this type of market; however, digitalization still seems to be a strong obstacle for companies, especially those in which relations with suppliers are above all traditional and now strongly consolidated.

What are the biggest difficulties in implementing a B2b Marketplace?

According to the Netcomm survey, the main difficulties for which many companies still hesitate to create a marketplace structure are:

  • complexity in 'integration with business applications (18%)
  • lack of skills internal (14%)
  • complexity at the level logistics (13%)

On the other hand, the perception of the difficulty of the project has significantly diminished: if in 2015 it seemed an impossible challenge for 29% of companies, now it is only for 13% of them.

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B2b Buyer: same needs as any online customer

Although the worlds B2b and B2c seem very distant and have different dynamics between them, in reality Corporate buyers have the same needs as B2c consumers and this is reflected both on marginal purchases but also on more strategic ones.

This is one of the reasons why in most cases marketplaces do not allow for transactions but they connect companies so that they can conclude the negotiations with greater customization (customer support, transport organization and related Incoterms ...).

In addition, online presence is a great way to acquire leads as buyers immediately seek clear and accurate information, with a predetermined cost and clear conditions and are therefore more inclined to share their data to have this kind of news.

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