FIRST EDITION STATE of COMMERCE
Insights from Nearly 1,400 Commerce Leaders and 1 Billion Consumers and Business Buyers SALESFORCE RESEARCH STATE OF COMMERCE 2 What You’ll Find in This Report
For the first edition of our “State of Commerce” report, Salesforce surveyed nearly 1,400 commerce leaders and analyzed the consumer shopping and business buyer behavior of more than 1 billion customers worldwide to discover:
• Shifts in consumer (B2C) and business buyer (B2B) Nearly engagement and expectations • How digital commerce has changed the role of sales • The effects of the pandemic on consumer behavior • How B2B commerce is evolving 1,400 commerce leaders surveyed Methodology
Practitioner insights in this report are from a double-blind survey conducted throughout August 2020 that generated 1,373 responses from full-time commerce leaders — those Over 40 Countries holding a director or higher leadership role. Respondents include commerce professionals from B2B, B2C, and B2B2C companies across North America, Latin America, Asia Pacific, Japan, and Europe. All respondents are third-party panelists (not limited to Salesforce customers). For further survey demographics, see page 34.
Salesforce Research provides data-driven insights to help businesses transform how they drive customer success. Browse all reports at salesforce.com/research. SALESFORCE RESEARCH STATE OF COMMERCE 3 What You’ll Find in This Report
Consumer shopping activity was collected from websites operating on the Salesforce Commerce Cloud platform. To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, in this case Q3 2018 through Q3 2020, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to ensure consistent metric calculation. Shopping data of over
Any forecasts noted within this report are forward-looking projections based on current and prior values and as such should not be read as guarantees of future performance 1 billion consumers worldwide analyzed or results. This data is not indicative of the operational performance of Commerce Cloud or its reported financial metrics, including GMV growth and comparable customer GMV growth.
Due to rounding, not all percentage totals in this report Over 40 Countries equal 100%. All comparison calculations are made from total numbers (not rounded numbers). SALESFORCE RESEARCH STATE OF COMMERCE 4 What You’ll Find in This Report
Distribution of Commerce Performance Levels Throughout this report, we 35% classify survey respondents across three tiers of commerce High performers organization performance. classify their organization’s success in digital commerce as extremely successful
55% Moderate performers classify their organization’s success in digital commerce as moderately successful
10% Underperformers classify their organization’s success in digital commerce as unsuccessful or have not invested in digital commerce at all SALESFORCE RESEARCH STATE OF COMMERCE 5 What You’ll Find in This Report
13% Distribution of Retail Industries 7% Pharmacy We surveyed both B2B and B2C leaders across 11 industries. For a more detailed industry breakdown, see the Appendix. 7% 13% Food and Beverage Manufacturing
7% Advertising/Marketing
8% Telecommunications 7% Travel, Transportation, and Hospitality
7% Medical Devices 7% Media and Communications 7% 7% CPG (excl. Food & Beverage) Healthcare (Provider) SALESFORCE RESEARCH STATE OF COMMERCE 6 Contents
Executive Summary...... 07 The State of B2C Commerce...... 08 Chapter 1: The Line Fades Between Physical and Digital Commerce...... 09 Chapter 2: Direct-to-Consumer Initiatives Take Off...... 13 Chapter 3: Shopping at the Edge Accelerates...... 18 The State of B2B Commerce...... 23 Chapter 4: B2B Is Warming Up to Ecommerce...... 24 Chapter 5: The Traditional Model Persists amid a Digital Transformation...... 27 Chapter 6: What B2B Organizations Value in Ecommerce...... 31 Appendix...... 33
01 | Industry Profiles...... 35
02 | Country Profiles...... 46 SALESFORCE RESEARCH STATE OF COMMERCE 7
Executive of commerce leaders of high- Summary performing B2B companies say the growth of ecommerce has either not The COVID-19 pandemic has transformed 80% affected the size of their sales team, or increased it commerce across the globe — and almost overnight. It also accelerated the massive transition to digital channels that was already underway. The research in this report offers insight around the changes of high-performing companies are taking place. Certain channels are replacing in-store experiences with performing well, while others are not. And 66% digital ones companies differ starkly in their business decisions and investment priorities in ways that relate to their performance during the crisis. of organizations expect the majority This report provides a new baseline for of their revenue to come from digital commerce after a disruptive event and 56% channels within the next three years suggests a path forward for both B2C and B2B organizations.
Social referral orders Digital purchases surged were up a record 104% 200% between March 2019 between 2019 and 2020 and March 2020 SALESFORCE RESEARCH STATE OF COMMERCE 8
The State of B2C Commerce SALESFORCE RESEARCH STATE OF COMMERCE 9 01 The Line Fades Between Physical and Digital Commerce Global Ecommerce Traffic and Revenue Skyrocket
In 2019, ecommerce only accounted for 100% about 11% of all U.S. retail sales.* But in 2020, brick-and-mortar dominance 80% took a big step back. COVID-19-related restrictions pushed ecommerce further into
the spotlight as nonessential businesses 60% temporarily closed their stores or reduced foot traffic. 40%
The shift from physical to digital commerce has been significant and far reaching. 20% An analysis of shopping activity of over
1 billion global consumers shows strong 0% ecommerce adoption in 2020. As the 2019 Q3 2019 Q4 2020 Q1 2020 Q2 2020 Q3 pandemic kept many consumers at home,
ecommerce revenue increased 75% year Revenue growth Traffic growth over year in the second quarter, and 55% in the third quarter. Consumers were not just browsing online at record rates, but driving historic conversion.
* “U.S. Ecommerce 2019,” eMarketer, 2019 SALESFORCE RESEARCH STATE OF COMMERCE 10 01 The Line Fades Between Physical and Digital Commerce High Performers Offer More Digital Experiences Extent to Which Companies Are Augmenting In-Person Experiences with Digital Experiences Compared to 2019
1% As stores shut their doors to adhere to High performers 66% 32% 1% stay-at-home orders, digital became the primary focus for merchandising, Moderate performers 57% 39% 4% 1% marketing, and engagement.
Underperformers 24% 65% 6% 6% B2C organizations shifted investments to More About the same Less Not at all digital experiences as a result of changing consumer behavior. When asked to what extent they replaced in-store experiences with digital substitutes, 66% of high performers answered “more.” Digital Experiences Being Implemented to Augment In-Store Experiences*
Consumer adoption of digital commerce 73% 58% Virtual events (e.g., Instagram Live) in 2020 spurred many B2C organizations 52% 44% Virtual shopping/stylist appointments to experiment with new consumer 34% Live chat or video engagement tactics. In the absence of Virtual reality face-to-face interactions, B2C organizations Artificial reality shifted technologies to provide the same level of personalized attention online
that they would offer in person. A strong * Base: Commerce leaders who indicate their company is replacing in-store experiences with digital experiences majority (73%) report implementing a live chat or video. Also, 58% of respondents say they are running virtual events on platforms like Instagram Live. SALESFORCE RESEARCH STATE OF COMMERCE 11 01 The Line Fades
Between Physical and Stores Expand Contactless Options Digital Commerce
Contactless payments 26% 36% 12% 16% 6% 4% Do B2C organizations still need stores? Yes, but low-contact options, such as buy Buy online, pick up in store or click and collect 22% 31% 15% 17% 5% 9% online, pick up in store (BOPIS) or curbside, are important for consumers concerned 20% 30% 12% 15% 8% 15% with convenience and safety. Self-service
Self-service options for consumers also Contactless delivery 19% 31% 15% 22% 7% 7% have the potential to reduce B2Cs’ reliance on the last-mile delivery network. More Curbside pickup 16% 26% 15% 19% 6% 17% than half of B2C organizations already
offered contactless and low-contact Offered before COVID-19, Offered before COVID-19, Offered before COVID-19, no change currently expanding offering currently reducing offering currently choices at their store locations before Implemented in the last three Plan to offer before No plans to offer at all the pandemic, while most others have months during COVID-19 the end of 2020 implemented them this year. SALESFORCE RESEARCH STATE OF COMMERCE 12 01 The Line Fades
Between Physical and Consumers Adopt New Shopping Methods amid Digital Commerce Social Distancing
Two big trends impacted stores this year. Growth of contactless payment methods Consumers paid using 90% their phones.
Mobile wallets are no longer just for online ordering; they also facilitate contactless year-over-year revenue growth U.S. retailers offering BOPIS payment in stores. Throughout the summer 76% of 2020, 38% of consumers reported using contactless payment methods more than before the pandemic. year-over-year revenue growth. Stores fulfilled online discoveries. 47% U.S. retailers not offering BOPIS When nonessential brick-and-mortar stores closed to foot traffic, consumers couldn’t discover new products in stores. They Top Contactless Methods B2Cs Are Expanding found them instead on websites or through During COVID-19 other digital channels like social media, where 54% of consumers noticed brand communications frequently or more in the summer of 2020. The physical store largely became a place to fulfill online orders. In Buy online, pick up in Contactless delivery Contactless payments store or click and collect Self-service Q3 of 2020, U.S. retailers that had a BOPIS Manufacturing Travel, Transportation Retail Medical Devices option experienced 76% growth compared Media & Communications & Hospitality Consumer Goods to the prior year, far higher than the 47% Food & Beverage Healthcare (Provider) Telecommunications Pharmacy Advertising & Marketing growth for U.S. retailers not offering BOPIS. SALESFORCE RESEARCH STATE OF COMMERCE 13 02 Direct-to-Consumer Initiatives Take Off
The current digital shift in purchasing Many Consumers Will Still Buy Essential Goods Online behavior is affecting consumers’ After the Health Threats of COVID-19 Subside* relationships with brands. As the pandemic took hold, digital purchases directly from manufacturers for essential goods (normally on grocery store shelves) skyrocketed 200% year Unlikely over year. 32% Even during the 2020 holiday shopping season, food and beverage was a top spending category for online shoppers, as consumers turned to convenience.
Likely 68% 62% of food and beverage leaders are replacing in-store experiences with live chat or video experiences.
increase in digital purchases of The change will likely be permanent: essential goods between March 68% of consumers said they’ll continue 200% 2019 and March 2020 to buy essential goods online after the pandemic.* This creates an opportunity for brands to sell direct to consumers.
*Snapshot Research Series,” Salesforce, 2020. SALESFORCE RESEARCH STATE OF COMMERCE 14 02 Direct-to-Consumer Initiatives Take Off
Evolving consumer behavior hasn’t Top Motivations for Leaders to Invest More in Digital gone unnoticed by B2C leaders. The Commerce in 2020, by Industry majority of leaders across industries report increased investments in digital commerce since 2019. This occurred Top motivation: COVID-19 across regions also, with leaders in Food & Beverage Latin America noting even more urgency
Medical Devices to invest.
Advertising & Marketing The top factors motivating these
Top motivation: Customer demands investments were COVID-19, customer demands, and competitive market Media & Communications pressure. For food and beverage leaders, Consumer Goods the urgency due to COVID-19 was most Retail pronounced. In fact, 84% of leaders Healthcare (Provider) in the industry noted the pandemic as
Manufacturing a top factor, far more than in most
Pharmacy other industries.
Top motivation: Competitive market pressure
Travel & Transportation SALESFORCE RESEARCH STATE OF COMMERCE 15 02 Direct-to-Consumer Initiatives Take Off
One benefit from more direct-to-consumer (D2C) transactions an average of 5% of the total revenue for most CG is the incremental revenue, especially as the pandemic companies, it constituted 40% of the growth.* The pandemic pushes essential purchases online. Consumer goods (CG) supercharged that growth. Online spend for food and drink manufacturers were already experiencing a lift from this shift directly from manufacturers’ websites grew by triple digits in before the pandemic. Despite the direct channel contributing both Q2 and Q3.
Digital Commerce Skyrocketed When the Pandemic Began
200%
150%
100%
50%
0% 2019 Q3 2019 Q4 2020 Q1 2020 Q2 2020 Q3
All Verticals Apparel, General General Footwear Food & Beverage
Electronics & Health & Beauty Home Goods Accessories
* “Consumer Goods and the Battle for B2B and B2C Relationships,” Salesforce Research, 2019. SALESFORCE RESEARCH STATE OF COMMERCE 16 02 Direct-to-Consumer Initiatives Take Off
In the COVID-19 era, many leaders are Priorities Extend Beyond the Bottom Line putting people first. More than half say Degree of Importance Commerce Leaders Place on the Following: that concern for the safety and wellbeing of employees is absolutely essential. A Concern for employee safety and wellbeing 67% 27% 6% 1% similar percentage values trust to the same degree. Almost all leaders at high-
Customer engagement 59% 33% 7% 1% performing companies say that customer engagement is an absolutely essential part of their values. Trust 57% 34% 8% 1%
But B2C leaders face significant barriers Equality 54% 36% 9% 1% to building D2C relationships. The biggest one is elevated consumer 38% 10% 1% Sustainability 52% expectations, followed closely by a lack of first-party data from retailers.* Revenue and growth 51% 36% 11% 2% In addition, 55% of CG leaders are challenged to turn the customer data Supporting community causes 44% 36% 17% 3% they do own into insights.
Absolutely essential
Very important
Important * “Consumer Goods and the Battle for B2B and B2C Relationships,” Salesforce Research, 2019. Somewhat important SALESFORCE RESEARCH STATE OF COMMERCE 17 02 Direct-to-Consumer Initiatives Take Off
As B2C commerce leaders struggle B2C Leaders Have Multiple Investment Priorities with a lack of first-party data, new investments could provide some relief. Leaders across a wide variety Brick-and-mortar stores/ physical presence 26% 16% 27% 31% of industries — like manufacturing, consumer goods, and pharmacy — are
Website presence 24% 32% 24% 20% investing more in a presence on social media and less on
Social media presence 26% 29% 26% 19% online marketplaces.
Meanwhile, leaders in the consumer Marketplaces 24% 22% 23% 30% goods and medical device industries are putting more investment into online Very important marketplaces. Yet for healthcare, food Important and beverage, advertising/marketing, Somewhat important and pharmacy leaders, brick and mortar Not important is the top investment priority.
Among our performer categories, high and moderate performers clearly state that website presence and social media presence are the most important investment priorities, while underperformers are focusing more on brick-and-mortar stores. SALESFORCE RESEARCH STATE OF COMMERCE 18 03 Shopping at the
Edge Accelerates Consumer Behavior Changed During the Pandemic Degree to Which Consumers Report Doing the Following Compared to Before the Pandemic* Digital transformation has dramatically changed the way that people Browsing the internet 54% 38% 5% 2% communicate, find entertainment, work,
bank, and shop. As physical interaction Using social media 45% 38% 8% 9% waned due to the pandemic, digital
interaction grew. Watching/streaming videos 45% 36% 7% 13%
Consumer digital spending grew Online shopping 39% 40% 14% 7% year over year in Q3 2020. 55% Listening to streaming media 32% 36% 9% 23%
Reading and writing emails 30% 56% 10% 5% As shoppers migrate away from physical stores and toward the apps, sites, and Buying from small businesses 21% 48% 20% 11% other digital spaces they already frequent — a shift Salesforce calls “shopping at the Discretionary spending 21% 37% 35% 7% edge” — brands are under pressure to meet
customers where they are. Volunteering to help others 14% 37% 21% 28%
Shopping in-store 9% 32% 56% 3%
Did this more Did this about the Did this less Did not do this than usual same as before than usual before and still do not
* “Snapshot Research Series,” Salesforce, 2020. SALESFORCE RESEARCH STATE OF COMMERCE 19 03 Shopping at the
Edge Accelerates High Performers Report More Success with Social Commerce
High-performing organizations tend 3% to agree that embracing digital means High performers 71% 24% 3% embedding a brand into the channels and 1% devices where consumers spend most of Moderate performers 16% 65% 8% 10% their time. As 56% of consumers report spending less time than usual shopping 4% Underperformers 32% 44% 20% in-store, where did they go instead? To social media. Very successful Successful Minimally successful Not successful Don’t offer social commerce
Over the second quarter of 2020, Salesforce data shows that traffic to digital websites from social media referrals grew by a record Commerce Leaders Who Report High Engagement 104% over the same quarter the prior year, Across the Following and consumers were not just browsing. Orders generated from social referrals were 75% Instagram Live up a record 104% year over year. 74% Live virtual events 84% (not on Instagram) 80% How-to videos 75% The regional differences in engagement High performers Social media takeovers are clear. Latin American and European (e.g., guests on social accounts) company leaders saw the highest rates of 62% Social media trends 60% (e.g., TikTok challenges) engagement for how-to videos, while those 67% in China, Japan, and Australia reported 67% Instagram Live and social media trends Moderate performers 64% (like TikTok challenges) had the greatest 38% engagement. Meanwhile, in North America, 33% B2C commerce leaders said social media 50% 50% takeovers were the most successful.* Underperformers 50% * See Appendix. SALESFORCE RESEARCH STATE OF COMMERCE 20 03 Shopping at the
Edge Accelerates Most Companies Increased Investment in Contextual Commerce Compared to 2019 B2C organizations’ motivations for investing in new channels go beyond expanded brand awareness. Eighty-eight percent High performers 88% 12% of high performers report that they are investing more in contextual commerce Moderate performers 72% 27% 1% or embedded commerce experiences. These bring commerce into other digital Underperformers 56% 40% 4%
experiences such as social media, More About the same Less gamification, voice, and virtual reality.
B2C organizations are investing in a variety of systems to manage contextual Many B2Cs Reported Expanding Investments commerce, among other initiatives. High in the Following Technologies performers are particularly likely to turn to Commerce Leaders Rate Their Remote Sales Performance During the Pandemic as Follows a content management system (CMS). 43% Mobile payment/wallets 39% Social platforms 40% (Apple Pay, PayPal, etc.) 40%
33% Buy now, pay later 31% Voice platforms 22% (Affirm, etc.) 19%
35% 34% Gaming 16% Order management 30%
34% 32% Augmented reality 21% Curbside pickup 18%
38% Content 46% Live streaming 19% management system 32%
High performers Moderate performers SALESFORCE RESEARCH STATE OF COMMERCE 21 03 Shopping at the
Edge Accelerates B2Cs Implemented New Technologies in 2020
Engagement opportunities increased 41% 34% across many online channels during the Live chat or video pandemic. Social media, internet browsing, Virtual shopping/ and video streaming are the top three stylist appointments 35% 41% activities consumers have spent more time
on in 2020. Virtual reality 33% 31%
In response, B2C organizations pivoted Artificial reality 32% 36% quickly. In just three months, 41% of
organizations added real-time web chats Implemented before August 2020 Planned to implement before the end of 2020 or video chats to their online offerings. Another 34% of organizations say they plan to implement these chat services before the end of 2020. And 33% of survey respondents implemented virtual reality and virtual shopping over the course of the year. SALESFORCE RESEARCH STATE OF COMMERCE 22 Conclusion: Commerce Is Only a Part of the Customer Journey
Where does the evolution of commerce leave brick-and- The challenge, then, is to connect the customer experience. mortar stores? B2C leaders agree that their physical locations Oftentimes, store associates are not able to tap into the still play a role in their business strategy and are among the treasure trove of information in their shoppers’ online profiles. top areas of investment. However, social media and website presence are even more important. See how to create unified commerce experiences both online and in stores. COVID-19 accelerated the move to digital for product discovery and purchasing. The store, which was once the Read on to understand the state of B2B commerce. main point of product discovery, is transitioning into a point of fulfillment. SALESFORCE RESEARCH STATE OF COMMERCE 23
The State of B2B Commerce SALESFORCE RESEARCH STATE OF COMMERCE 24 04 B2B Is Warming
Up to Ecommerce Where B2B Organizations Plan to Increase Investment over the Next Two Years The quick shift to digital is happening to all businesses — including B2B organizations. Ecommerce Eighty-three percent of B2B organizations 65% are already selling online, and most Customer self-service online 61% continue to invest in digital. In fact, ecommerce is cited as the top sales channel Distributors 38% for investment by B2B survey respondents. Inside sales teams 38%
Nearly one in three B2B organizations In-person sales teams 36% report that 50% or more of their overall revenue already comes from digital None of the above 3% channels. Fifty-five percent of respondents expect that will be the case within the next few years.
Regional differences in digital commerce maturity are apparent among respondents. of respondents said digital channels Fifty-four percent of respondents in the provide more than 50% of B2B revenue in 2020 United States reported digital revenues 30% comprising at least 50% of their sales. Commerce leaders across all other regions reported lower figures. However, most of respondents said digital channels leaders from all regions were confident that would provide more than 50% of B2B revenue in three years digital sales would reach over 50% of their 55% business within the next few years.*
* See Appendix. SALESFORCE RESEARCH STATE OF COMMERCE 25 04 B2B Is Warming
Up to Ecommerce Many B2B Organizations Boosted Investments in Digital Commerce in the Past Year Most B2B organizations increased their Degree to Which Organizations Invested in Digital Commerce in 2020 Compared to 2019 investment in digital commerce over the
past year. Those that implemented digital High performers 83% 15% 2% capabilities early faced a great challenge — and opportunity — due to the pandemic. Moderate performers 61% 38% 1% Thirty-eight percent of organizations say they were extremely successful at Underperformers 27% 51% 13% 9% managing remote sales. That figure rockets to 70% among high performers. More About the same Less Not at all
High Performers Excelled at Remote Sales in 2020 Commerce Leaders Who Rate Their Remote Sales Performance During the Pandemic as Follows
High performers 70% 30%
Moderate performers 34% 53% 12%
Underperformers 11% 47% 26% 16%
Extremely well Well Neutral Poorly SALESFORCE RESEARCH STATE OF COMMERCE 26 04 B2B Is Warming Up to Ecommerce B2B Buyers Embraced Ecommerce This Year
Leaders across the globe report differing levels of success with managing remote of leaders in the United States, Canada, sales in 2020. Over 90% of leaders in the and Australia reported success in United States, Canada, and Australia report 90% managing remote sales in 2020. that they were successful or extremely successful. In Japan, 66% of leaders say the same. of leaders in Japan reported success in Data from Commerce Cloud indicates managing remote sales in 2020. increased digital commerce activity among 66% B2B organizations. B2B orders placed via an ecommerce solution increased by 44% between January 2020 and August 2020. That number climbed higher as the year global increase in B2B orders placed went on. 44% online between January and August. But digital and in-person sales aren’t created equal. Survey respondents estimate the average order value (AOV) of self-service orders was about half of in-person purchases.
In other words, there is a case for combining traditional and digital sales models for B2B organizations. SALESFORCE RESEARCH STATE OF COMMERCE 27 05 The Traditional Model Persists amid a Digital Transformation
With 83% of B2B organizations Where B2B Organizations Plan investing in a digital commerce solution, to Invest in the Next Two Years where does the traditional sales role fit in? In fact, the majority (58%) of high- performing B2B organizations reported 71% that despite a rise in digital commerce, 74% they remain highly invested in in-person B2B ecommerce 50% sales teams. Fifty-two percent of these
66% high performers even report plans to 70% increase investment in their sales teams Customer self-service online 48% over the next two years.
52% 35% Industry leaders are split over the role In-person sales teams 29% of in-person sales teams. B2B leaders in pharmacy, food and beverage, 48% 40% medical devices, and CPG often support Inside sales teams 29% more investment for their in-person sales teams. Meanwhile, leaders across 44% other industries were more likely to 39% Distributors 32% report increasing investment in B2B ecommerce solutions.* High performers
Moderate performers * See Appendix. Underperformers SALESFORCE RESEARCH STATE OF COMMERCE 28 05 The Traditional Model Persists amid a Digital Transformation
In a testament to the symbiotic nature Ecommerce Growth Affects B2B Sales Teams of traditional and digital sales, only 16% Degree to Which eCommerce Growth Has Impacted Sales Team Sizes of B2B organizations say that the growth of their ecommerce channel led to 31% 37% 16% 6% 9% reduced investment in their sales teams.
Sales team Sales team has Sales team No impact Not applicable — We In fact, 31% of organizations report has grown stayed the same has shrunk don’t have ecommerce increasing the size of their sales teams after investing in ecommerce.
How B2B Sales Roles Are Evolving Even among sales teams with stable in Response to Ecommerce* sizes, transformation is occurring. Thirty- seven percent of such organizations agree that sales roles are evolving. Salespeople have become more Specifically, the majority of respondents strategic, trusted advisors to their customers and less order takers 63% (63%) report that ecommerce has freed their sales teams from the logistics of Salespeople have been retrained and shifted their efforts to marketing or other order processing and have allowed them departments within the company 59% to become strategic advisors. And while 59% say that some have been retrained Management has moved salespeople to different sales territories 28% to focus on other priorities within the company, 21% report that digital Management has refocused salespeople’s work on high-volume customers while commerce allows sales teams to focus moving low-volume customers to self- more time and attention on their most service options 21% valuable customers. SALESFORCE RESEARCH STATE OF COMMERCE 29 05 The Traditional Model Persists amid a Digital Transformation
Top Performers Closely Track Deeper Customer Insights Sales reps voraciously devour Reps Who Monitor the Following Information Sources Daily information from many sources so they can understand and advise customers — News High performers vs. Underperformers powering a process called insight selling. 58% 59% 61% 1.0x National news more likely 54% 57% 63% 1.2x 88% of reps say current Local news more likely economic conditions make 44% 46% 48% it important to anticipate Industry news 1.1x more likely customers’ needs. 35% 41% 48% 1.2x International news more likely Reps are generally aligned on how frequently to monitor publicly available information sources — such as Insights High performers vs. Underperformers macro developments in national and
Customer 22% 24% 36% international news, and micro trends communication history 1.5x more likely in trade magazines, industry podcasts, and more. However, an interesting split 14% 18% 34% Customer 2.4x emerges when it comes to the kinds purchase history more likely of customer-specific insights often 11% 18% 32% Competitor activity 2.9x revealed in sales conversations and more likely documented privately, like staffing Customer 6% 14% 26% changes. Across the board, high- staffing changes 4.5x more likely performing organizations track these insights much more closely, using them High performers Moderate performers Underperformers to flesh out a holistic picture of who customers are and what they need. * All data on this page is from “State of Sales,” Salesforce Research, 2020. SALESFORCE RESEARCH STATE OF COMMERCE 30 05 The Traditional Model Persists amid a Digital Transformation
B2B ecommerce is also impacting Ecommerce Helps Customer Service Teams customer service teams. Fifty-seven Commerce Leaders Who Report the Following Impacts percent of organizations report that their customer service teams are now
The service team is 73% more directly involved in commerce now more involved in 57% experiences than ever before. commerce experiences 31%
For high performers, customer service 38% The service team is now agents are even more likely (73%) to be spending less time servicing 35% low-volume customers 36% involved in the commerce experience. The reality is that high-performing organizations don’t see roles and The service team is now 33% spending less time servicing 33% departments as siloed, but rather as high-volume customers 26% connected opportunities to enhance every aspect of the customer journey.
The service team is spending 30% less time servicing customers 33% over the phone/via fax 30%
The service team can now 30% better serve customers through 41% enhanced customer data 27%
7% The service team 4% has not changed 16%
High performers Moderate performers Underperformers SALESFORCE RESEARCH STATE OF COMMERCE 31 06 What B2B Organizations Value in Ecommerce
When picking an ecommerce platform, Most Important Factors When Picking a Digital Solution B2B organizations’ priorities vary widely depending on business performance. While all three performance categories High performers Moderate performers Underperformers cite customer satisfaction as a top factor, high and moderate performers also 1 Digital innovation 1 Customer satisfaction 1 Revenue value digital innovation. Meanwhile, 2 Customer satisfaction 2 Digital innovation 2 Customer satisfaction underperformers focus on revenue when Top 3
3 Growth 3 Growth 3 Growth picking a platform. High performers are particularly likely to deprioritize cost as a factor, but join their moderate and underperforming peers in paying relatively Less Important Factors When Picking a Digital Solution little attention to platform customization.
Industries like food and beverage; travel,
High performers Moderate performers Underperformers transportation, and hospitality; and telecommunications all agree that revenue Personalization Cost savings Digital innovation 4 4 4 is the most important factor when picking
5 Platform customization 5 Platform customization 5 Platform customization a digital solution. For retail, CPG, medical
Bottom 3 devices, advertising/marketing, media and 6 Cost savings 6 Personalization 6 Personalization communications, and pharmacy, the top factor is customer satisfaction. Meanwhile, healthcare (provider) reported digital innovation as the most important factor.*
* See Appendix. SALESFORCE RESEARCH STATE OF COMMERCE 32
Conclusion
It’s clear that ecommerce will continue to play an important See how solutions like Salesforce Commerce Cloud work. role for both B2B and B2C organizations going forward. Even when COVID-19 is no longer a concern, customers say they will continue to make digital purchases. SALESFORCE RESEARCH STATE OF COMMERCE 33
Appendix STATE OF COMMERCE 34 Survey Demographics
B2B Industry B2B Country B2B Size
Retail...... 7% United States...... 11% Small (<50 - 500 employees)...... 37% Manufacturing...... 24% United Kingdom...... 11% Medium (200 - 5,000 employees)...... 45% Healthcare (Provider)...... 7% Germany...... 11% Enterprise (>5,000 employees)...... 18% Consumer Goods (excl. Food & Beverage)...... 24% Canada...... 10%
Medical Devices...... 7% France...... 11% B2C Size Telecommunications...... 9% China...... 11% Small (<50 - 500 employees)...... 37% Media & Communications...... 7% Australia...... 11% Medium (200 - 5,000 employees)...... 43% Travel, Transportation & Hospitality...... 7% Japan...... 12% Enterprise (>5,000 employees)...... 19% Advertising/Marketing...... 7% Latin America...... 11% Food & Beverage...... 7% Pharmacy...... 7% B2B Role B2C Country President...... 12% United States...... 11% C-level executive...... 45% B2C Industry United Kingdom...... 11% VP...... 13% Retail...... 19% Germany...... 11% Director...... 30% Manufacturing...... 17% Canada...... 9% Healthcare (Provider)...... 7% France...... 11%
Consumer Goods (excl. Food & Beverage)...... 7% China...... 14% B2C Role Medical Devices...... 7% Australia...... 11% President...... 16% Telecommunications...... 7% Japan...... 11% C-level executive...... 49% Media & Communications...... 7% Latin America...... 11% VP...... 12% Travel, Transportation & Hospitality...... 7% Director...... 23% Advertising/Marketing...... 7% Food & Beverage...... 7% Pharmacy...... 7% STATE OF COMMERCE 35 Industry Profile Retail
B2C (131 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
59% 35% 6% 66% 66% In-person sales teams 1% More than usual About the same Less than usual Not at all Inside sales teams 42% 42% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 34% Customer self-service online 64% 59% B2B ecommerce Virtual events (e.g., Instagram Live) 53% None of the above 46% Virtual shopping/stylist appointments 3%
36% Live chat or video
Virtual reality
Artificial reality
Other 2% 36% 67% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media trends AND 1 Social media takeovers 2 How-to videos 4 Instagram Live TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution Digital innovation AND 67% 32% 5% Personalization AND Customer satisfaction Growth Revenue 2% 1 2 5 More About the same Less Not at all TIE STATE OF COMMERCE 36 Industry Profile Consumer Goods
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
50% 47% 3% 67% 63% In-person sales teams More than usual About the same Less than usual Not at all 53% Inside sales teams 44% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 30% Customer self-service online 77% B2B ecommerce Virtual events (e.g., Instagram Live) 60% Virtual shopping/stylist appointments 50% 47% Live chat or video
Virtual reality
23% Artificial reality 44% 100% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Other Social media trends How-to-videos 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
54% 46% Customer satisfaction Platform customization 1 Digital innovation 2 AND Growth 4 AND Revenue More About the same Less Not at all TIE TIE STATE OF COMMERCE 37 Industry Profile Food and Beverage
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
47% 39% 8% 6% 59% In-person sales teams More than usual About the same Less than usual Not at all 48% 45% Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 31% 31% Customer self-service online
B2B ecommerce Virtual events (e.g., Instagram Live) 62% None of the above Virtual shopping/stylist appointments 3%
47% Live chat or video 38% Virtual reality 29% Artificial reality 18% 22% 92% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
How to-videos AND Social media takeovers 1 AND Other 4 Instagram live 5 Social media trends TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
52% 42% 4% Revenue Customer satisfaction Growth 2% 1 2 3 More About the same Less Not at all STATE OF COMMERCE 38 Industry Profile Manufacturing
B2C (119 respondents) B2B (160 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
51% 45% 3% 76% 69% In-person sales teams 1% More than usual About the same Less than usual Not at all Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 38% Customer self-service online 29% 79% 26% B2B ecommerce Virtual events (e.g., Instagram Live) 63% None of the above Virtual shopping/stylist appointments 3% 52% 54% Live chat or video 42% Virtual reality
Artificial reality 31% 83% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
How-to videos Social media takeovers Instagram Live 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
70% 28% 3% Customer satisfaction Cost savings AND 1 Revenue 2 AND Growth 4 Digital innovation More About the same Less Not at all TIE TIE STATE OF COMMERCE 39 Industry Profile Healthcare (Provider)
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
42% 53% 6% 83% In-person sales teams More than usual About the same Less than usual Not at all 61% Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online 30% 91% 28% 28% B2B ecommerce Virtual events (e.g., Instagram Live)
Virtual shopping/stylist appointments 62% Live chat or video 47% Virtual reality
24% 26% Artificial reality
Other 3% 22% 63% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeovers 1 How-to videos 2 Instagram Live 3 AND Social media trends TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
58% 38% 4% Revenue AND 1 Digital innovation 2 Customer satisfaction 3 Growth More About the same Less Not at all TIE STATE OF COMMERCE 40 Industry Profile Medical Devices
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
33% 60% 5% 67% 63% In-person sales teams 2% More than usual About the same Less than usual Not at all 53% Inside sales teams 44% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 30% Customer self-service online
B2B ecommerce Virtual events (e.g., Instagram Live) 66% 66% 61% 59% Virtual shopping/stylist appointments
Live chat or video 41% Virtual reality
Artificial reality 34% 79% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
How-to videos Instagram Live Social trends 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution Platform customization 50% 48% AND Revenue Digital innovation Customer satisfaction AND Growth 2% 1 2 3 More About the same Less Not at all TIE STATE OF COMMERCE 41 Industry Profile Pharmacy
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
67% 44% 49% 5% 64% In-person sales teams 2% 56% More than usual About the same Less than usual Not at all 56% Inside sales teams 44% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online 80% B2B ecommerce Virtual events (e.g., Instagram Live) None of the above Virtual shopping/stylist appointments 3% 50% Live chat or video 45% 43% 40% Virtual reality
Artificial reality 58% 88% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeovers 1 AND Social media trends 3 Live virtual events 4 How-to-videos TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
62% 32% 6% 1 Digital innovation 2 Customer satisfaction 3 Revenue More About the same Less Not at all STATE OF COMMERCE 42 Industry Profile Telecommunications
B2C (50 respondents) B2B (63 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
54% 41% 5% 56% 53% 49% In-person sales teams More than usual About the same Less than usual Not at all 41% Inside sales teams 39% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online
B2B ecommerce 72% 67% Virtual events (e.g., Instagram Live) 62% Virtual shopping/stylist appointments
Live chat or video 41% 36% Virtual reality
Artificial reality
Other 3% 37% 67% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Instagram live AND Live virtual events AND 1 Social media takeovers 3 Social media trends 4 How-to videos TIE TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
64% 24% 6% 6% Digital innovation AND Customer satisfaction 1 Growth 2 Revenue 4 AND Personalization More About the same Less Not at all TIE TIE STATE OF COMMERCE 43 Industry Profile Media and Communications
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years 3% 41% 48% 7% 55% 55% In-person sales teams More than usual About the same Less than usual Not at all 39% Inside sales teams
32% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 25% Customer self-service online 81% B2B ecommerce Virtual events (e.g., Instagram Live) 11% 63% None of the above Virtual shopping/stylist appointments
Live chat or video
37% 33% Virtual reality 26% Artificial reality 40% 86% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Live virtual events AND Social media takeovers 1 Instagram live 2 AND Social media trends 4 How-to videos TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
32% 58% 4% 6% 1 Customer satisfaction 2 Digital innovation 3 Revenue More About the same Less Not at all STATE OF COMMERCE 44 Industry Profile Travel, Transportation, and Hospitality
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
47% 29% 9% 16% 69% In-person sales teams 58% More than usual About the same Less than usual Not at all Inside sales teams
39% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 33% 33% Customer self-service online 68% 45% B2B ecommerce Virtual events (e.g., Instagram Live) 39% None of the above 29% Virtual shopping/stylist appointments 3%
24% Live chat or video
Virtual reality
Artificial reality
Other 3% 26% 69% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Other How-to videos Live virtual events 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
46% 38% 6% 10% Digital innovation AND 1 Revenue 2 Customer satisfaction 3 Personalization More About the same Less Not at all TIE STATE OF COMMERCE 45 Industry Profile Advertising and Marketing
B2C (50 respondents) B2B (50 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
44% 53% 3% 58% 54% In-person sales teams More than usual About the same Less than usual Not at all Inside sales teams 40% 40%
33% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online
75% B2B ecommerce 72% Virtual events (e.g., Instagram Live) None of the above 6% Virtual shopping/stylist appointments 50% Live chat or video 42% 42% Virtual reality
Artificial reality 3% 50% 100% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeovers How-to videos Social media trends 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
38% 56% 6% Cost saving AND 1 Customer satisfaction 2 Digital innovation 3 Growth More About the same Less Not at all TIE STATE OF COMMERCE 46 Country Profile United States
B2C (79 respondents) B2B (72 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
72% 52% 44% 5% 69% In-person sales teams More than usual About the same Less than usual Not at all 52% Inside sales teams 45% Distributors 40% Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online
75% B2B ecommerce Virtual events (e.g., Instagram Live) 66% 61% None of the above Virtual shopping/stylist appointments 2% Live chat or video 41% 41% Virtual reality
Artificial reality 55% 92% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeovers How-to videos Instagram Live 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
63% 33% 4% Customer satisfaction 1 Digital innovation 2 AND Growth 4 Revenue More About the same Less Not at all TIE STATE OF COMMERCE 47 Country Profile Canada
B2C (66 respondents) B2B (67 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years 2%
31% 51% 16% 54% 50% In-person sales teams More than usual About the same Less than usual Not at all 40% Inside sales teams 38% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 30% Customer self-service online
74% B2B ecommerce Virtual events (e.g., Instagram Live) None of the above Virtual shopping/stylist appointments 4%
45% 45% Live chat or video
Virtual reality
21% Artificial reality 18% 28% 93% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeovers Social media trends How-to videos 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
39% 48% 5% 8% 1 Growth 2 Revenue 3 Customer satisfaction More About the same Less Not at all STATE OF COMMERCE 48 Country Profile United Kingdom
B2C (76 respondents) B2B (76 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
58% 37% 3% 63% In-person sales teams 2% More than usual About the same Less than usual Not at all 46% Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 28% 26% Customer self-service online 79% 23% B2B ecommerce Virtual events (e.g., Instagram Live) None of the above Virtual shopping/stylist appointments 4% 51% Live chat or video 42%
32% Virtual reality 25% Artificial reality
Other 2% 37% 68% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
How-to Videos Instagram Live Other 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
61% 34% 5% 1 Revenue 2 Digital innovation 3 Customer satisfaction More About the same Less Not at all STATE OF COMMERCE 49 Country Profile Germany
B2C (76 respondents) B2B (73 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
39% 45% 8% 8% 59% 58% In-person sales teams 50% More than usual About the same Less than usual Not at all 42% Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 30% Customer self-service online 64% B2B ecommerce 55% Virtual events (e.g., Instagram Live) None of the above 45% Virtual shopping/stylist appointments 2% 40% Live chat or video 34% Virtual reality
Artificial reality 37% 73% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Other How-to videos Social media trends 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
38% 45% 5% 12% 1 Digital innovation 2 Customer Satisfaction 3 Growth More About the same Less Not at all STATE OF COMMERCE 50 Country Profile France
B2C (77 respondents) B2B (76 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
37% 49% 7% 7% 61% 57% In-person sales teams More than usual About the same Less than usual Not at all 45% Inside sales teams
36% 34% Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online 66% 64% B2B ecommerce Virtual events (e.g., Instagram Live)
Virtual shopping/stylist appointments 43% 38% Live chat or video
Virtual reality 25% Artificial reality 34% 77% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Social media takeover How-to videos Social media trends 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
45% 48% 5% Revenue Customer satisfaction Personalization 1% 1 2 3 More About the same Less Not at all STATE OF COMMERCE 51 Country Profile China
B2C (95 respondents) B2B (76 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
49% 48% 3% 79% 74% In-person sales teams More than usual About the same Less than usual Not at all Inside sales teams
Distributors 44% Companies That Introduced These Digital Experiences to Replace In-Store Experiences 39% Customer self-service online 29% 82% B2B ecommerce Virtual events (e.g., Instagram Live) 65% Virtual shopping/stylist appointments 57% Live chat or video 43% 43% Virtual reality
Artificial reality 21% 75% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Instagram Live AND 1 Social media trends 2 Social media takeovers 4 How-to videos TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
62% 38% 1 Digital innovation 2 Growth 3 Customer satisfaction More About the same Less Not at all STATE OF COMMERCE 52 Country Profile Australia
B2C (76 respondents) B2B (76 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years 1%
44% 53% 84% 77% In-person sales teams 1% More than usual About the same Less than usual Not at all Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 37% Customer self-service online 34% 70% B2B ecommerce 64% 23% 61% Virtual events (e.g., Instagram Live) 57% Virtual shopping/stylist appointments
39% Live chat or video
Virtual reality
Artificial reality
Other 1% 38% 100% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Instagram Live AND 1 Social media takeovers 2 Social media trends 4 How-to videos TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
54% 45% Digital innovation Revenue Cost savings AND Growth 1% 1 2 3 More About the same Less Not at all TIE STATE OF COMMERCE 53 Country Profile Japan
B2C (78 respondents) B2B (81 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
49% 40% 8% 3% 52% In-person sales teams More than usual About the same Less than usual Not at all 43% 42% 43% 43% Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences Customer self-service online 72% 17% 67% B2B ecommerce 61% Virtual events (e.g., Instagram Live) 56% None of the above 54% Virtual shopping/stylist appointments
Live chat or video
Virtual reality
Artificial reality
Other 3% 18% 66% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
Live virtual events AND 1 Instagram Live 2 Social media trends 4 Social media takeover TIE What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
67% 23% 4% 6% 1 Revenue 2 Customer satisfaction 3 Platform customization More About the same Less Not at all STATE OF COMMERCE 54 Country Profile Latin America
B2C (77 respondents) B2B (76 respondents)
The Line Fades Between Physical and Digital Commerce B2B Is Warming Up to Ecommerce
Extent to Which Companies Are Replacing In-Store Experiences with Digital Experiences Companies Planning to Increase Investments in the Following over the Next Two Years
70% 29% 68% 61% In-person sales teams 1% 57% More than usual About the same Less than usual Not at all Inside sales teams
Distributors Companies That Introduced These Digital Experiences to Replace In-Store Experiences 29% Customer self-service online 25% 71% 70% B2B ecommerce Virtual events (e.g., Instagram Live)
Virtual shopping/stylist appointments
Live chat or video 33% 35% Virtual reality 23% Artificial reality
Other 3% 31% 79% of B2B companies of B2B companies say earn the majority they managed remote Shopping at the Edge Accelerates of their revenue sales processes well or from ecommerce extremely well during the pandemic Social Media Content with the Highest Engagement
How-to videos Social media takeovers Social media trends 1 2 3 What B2B Organizations Value in Ecommerce
Company Investment in Embedded Commerce/Contextual Commerce, Compared to 2019 The Importance of Key Features When Picking an Ecommerce Solution
69% 30% Customer satisfaction Digital innovation Growth 1% 1 2 3 More About the same Less Not at all salesforce.com