B2BEA：2026 B2B 电商平台选型指南：面向制造商与分销商的战略框架（英文版）（37页）.pdf

1、How to Select aB2B eCommercePlatformA Strategic Framework forManufacturers and DistributorsW W W.B 2 B E A.O R GG UI D E12Why the Stakes Are HigherThan They Used to BeThe urgency around B2B eCommerce platform selection has shifted dramatically.According to McKinseys 2024 B2B Pulse Survey,eCommerce h

2、as overtaken in-person salesas the most effective revenue-generating channel for B2B organizations,a position it hasheld for four consecutive years.That same research found that B2B decision makers now use an average of 10.2 channelsacross their buying journey.Buyers expect to move between self-serv

3、ice digital tools,remoteinteractions with sales reps,and in-person engagement without friction or data loss.A platformthat cannot support that kind of experience does not just underperform.It creates an activereason for customers to go elsewhere.W W W.B 2 B E A.O R GAverage number ofchannels B2B dec

4、isionmakers use across theirbuying journeyB2B buyers who expressdissatisfaction with theprovider they ultimatelychoose,even after asuccessful purchaseB2B purchases that stallat some point in thebuying cycle,perForresters State ofBusiness Buying 2024Forresters State of Business Buying 2024 adds a sha

5、rper edge to the picture:81%ofB2B buyers express dissatisfaction with the provider they ultimately choose,even atthe end of a successful purchase process,and 86%of B2B purchases stall at somepoint in the buying cycle.The companies gaining share right now are not the ones with the most features.Theya

6、re the ones with the clearest fit between their digital infrastructure,their operations,and what their buyers actually need to do.010210.2Channels perbuying journeyBuyerdissatisfaction81%Purchases stall86%3First Principles:What Makes B2B eCommerce DifferentIf your organization has any background in