Most B2B vendors (57%) say B2B commerce is fundamentally changing and shifting from offline to online, according to a recent report from Intershop.

A similar number of those surveyed (51%) said they are changing their organizational structures and business models to adapt to this shift.

Moreover, 44% of respondents said business-to-business vendors are now adopting business-to-consumer best-practices to change and optimize the B2B purchasing experience.

Below, additional findings from the report, which was based on data from a survey of 400 European and American senior IT and business decision-makers working for B2B merchants.

What's Driving the Changes

  • 81% of survey respondents said changing consumer expectations are driving the changes in B2B commerce.
  • 74% said new technology has made it possible to offer experiences that weren't possible before.

Biggest Challenges

  • Almost all of the organizations surveyed (96%) said they are facing challenges in adapting to new B2B commerce trends.
  • 50% find it difficult to provide intuitive and user-friendly interfaces for multiple touchpoints, such as B2B online stores and mobile apps.
  • 48% said it is difficult to manage complex organizational structures.
  • 47% face the challenge of convincing their offline customers to use e-commerce and self-service channels.

Mobile Commerce

  • Just over half (51%) of all B2B companies surveyed are currently using mobile touchpoints (including mobile stores and apps).
  • Almost half of the remaining organizations plan to develop a mobile presence in the near future.

Online Commerce

  • 92% of the 400 companies surveyed already market their products online. The remaining 8% plan to follow suit.
  • Of the organizations that are already selling online, 95% said they plan to boost the online share of their revenue in the future.

About the research: The report was based on a survey of 400 senior IT and business decision makers from merchants with a B2B focus and annual online revenues ranging from $1 million to more than $100 million. The survey was conducted in April and May 2013. Most respondents (280) were from Europe; 120 were from the US.

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How B2B Commerce Is Changing

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji