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In 2022, e-commerce and digital marketing were forecast to account for most business-to-business (B2B) investments by marketers in the United States. According to a survey, more than out of ten professionals in companies that sell their services and products to other firms would invest in the mentioned areas. According to the survey, approximately ** percent of B2B marketers planned to invest in e-commerce platforms and site features, along with technology infrastructure.

The growing impact of e-commerce

Proving further the growing impact of e-commerce on B2B transactions, a recent survey among business-to-business professionals representing small and medium sized enterprises in the United States found that the share of those buying and selling via e-commerce rose significantly from 2019 to 2021 in nearly every industry across the board. Not only that, but in the healthcare, education, and commercial industries, the share of B2B buyers that looked to make more than half of their companies purchases online in 2021 was over ** percent respectively.

Social media and the metaverse

In business-to-business e-commerce, social media and the use of virtual demonstrations to showcase products and services has become more and more popular. In a U.S. survey carried out in 2022, the share of respondents that reported making business purchases after receiving a presentation on the metaverse or virtual reality was nearly ** percent. Furthermore, the share of those that reported making business purchases after seeing a product or service on social media was even higher, at ** percent.