Great Question: A Manufacturing Podcast The Untapped Opportunity in B2B Digital Commerce for Mid-Market Manufacturers
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Mar 25, 2025 Vera Newland, Director of Digital Transformation Services at Kauffman-Rawson, dives into the transformative potential of digital commerce for mid-market manufacturers. She highlights how embracing digital strategies is crucial for keeping pace with evolving buyer expectations, particularly among millennial and Gen Z consumers. Vera also discusses the innovative use of AI agents in customer service, which enhances customer interactions and reduces workload. By implementing these digital commerce practices, manufacturers can create seamless buying experiences and drive significant growth.
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B2B Commerce Adoption
- Only 30% of manufacturers offer e-commerce solutions.
- B2B digital commerce is rapidly evolving, presenting growth opportunities.
Shifting Buyer Expectations
- B2B buyers, primarily millennials and Gen Z, expect seamless digital experiences.
- They prefer self-service, real-time updates, and frictionless purchasing.
Digital Native Brands
- Vera Newland observed how smaller digital native brands effectively utilize digital tools.
- These brands, often run by small teams, achieve significant success with a digital-first approach.