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As customer needs get more sophisticated, it’s clearer than ever that purely B2B and B2C business models may soon be a thing of the past. For true customer-centricity, as well as for maximal profitability, organizations should be looking toward more flexible or hybrid business models and embracing B2B2C and direct-to-consumer (D2C) e-commerce.
Today, B2B organizations are taking note, especially as the COVID-19 pandemic has made the urgency and demand around e-commerce skyrocket; it has many businesses worried about the quality of consumer confidence and considering more customer-focused approaches.
For quite some time, we’ve been eyeing the rise of D2C sales, but it’s primarily been seen as, simultaneously, a potential threat to distributors and a massive opportunity for manufacturers. In this blog, we’ll debunk this myth and dive into what benefits both manufacturers and distributors can realize by selling D2C today — and how to get started if you haven’t already.
Already, some manufacturers have begun to cut the middleman —the distributor or retailer— out of the supply chain and the e-commerce equation. Last year, over a third of B2B consumers purchased directly from a brand manufacturer’s web site (citing convenience, product quality and shipping as primary motivators). As a result of selling directly to consumers, 82% of manufacturers have succeeded in improving their customer relationships.
And this should be the focus of D2C sales: your customers.
But manufacturers are not the only ones investing in D2C e-commerce, and D2C sales’ rise doesn’t necessarily mean that distributors should be worried about becoming expendable.
Already, 61% of B2B professionals have seen evidence that manufacturers, distributors and wholesalers in their supply chain have started selling direct-to-consumer. And according to our 2018-2019 B2B E-Commerce and Digital Transformation Report, another 64% expect to see that trend continue. On the other end of the spectrum, customers seem to agree that D2C e-commerce is on the rise, and here to stay.
Recent data from eMarketer tells us that:
For starters, we can put things quite simply: B2B e-commerce matters because it’s how most of your customers want to buy. This is true whether you’re a manufacturer, distributor, or wholesaler (although manufacturers’ customers tend to lean more toward e-commerce than the others’). And this remains true whether that online behavior is fully digital, or if it comes with offline elements and starts to take on the form of an omnichannel preference:
Source: Supply Chain & E-Commerce — The Essentials Guide for Manufacturers, Distributors, and Wholesalers
But e-commerce isn’t just a nice-to-have sales channel that exists to check your customers’ digital boxes. Organizations who are investing in and benefitting from a D2C business model, as well as those who have discovered a new revenue opportunity in direct-to-consumer sales, have e-commerce to thank. In fact, our research also tells us that 48% of businesses selling D2C now are able to do so as a direct result of investing in a B2B e-commerce platform. Another 24% believe their e-commerce investment will allow them to leverage D2C e-commerce in the future:
These insights show clearly that the D2C e-commerce opportunity is certainly ripe, but the conversation around D2C sales remains a bit misguided. Here’s a look at how both channel partners — distributors and manufacturers alike— can reap the benefits of D2C sales.
In D2C e-commerce, revenue is typically the major benefit taken into consideration when gauging the relative “success” of one business model or another. But there is more value to be gathered from D2C sales (like a better customer experience and stronger customer relationships).
If manufacturers are seen as the D2C e-commerce “winners,” thanks to the benefit of larger profit margins and the larger number of buyers shopping online, then we can see why distributors continue to be misidentified as the “losers” in the D2C equation.
But there are many ways they can thrive, and take significant advantage of D2C sales:
The key takeaway here is that D2C sales do drive more revenue overall, but the real opportunities lie in the ability to serve customers in the easiest, most convenient way and in the ability to work together across your supply chain.
D2C e-commerce for manufacturers doesn’t necessarily need to look like “cutting out” the middleman, or distributor; both can benefit from a D2C e-commerce strategy that better delegates different kinds of sales approaches to the organization whose business model is most suited to that need. It allows customer relationships to blossom and gives supply chain partners the ability to more easily experiment with what works best for their customers —not just what works for their business.
If you’re not sure where to start, here’s what we suggest: prioritize your customers’ experience —across channels and across the buyer journey— to have the biggest impact on your bottom line without having to compete with your supply chain partners for your share of the profits.
For more on how changing business models and competitive threats are impacting the supply chain, and for 6 key tips on how to achieve D2C e-commerce success, download our whitepaper — Changing Business Models: A Guide to B2B2C and D2C Sales.
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