Main digital commerce channels B2B companies are investing in in the U.S. 2022

In the United States, the share of business-to-business (B2B) organizations investing in their websites for commercial purposes was a bit over 80 percent. While customer service remained relevant (60 percent), social media was the most invested in digital commerce channels among U.S. B2B businesses. Roughly one in two surveyed professionals stated their organization invested in third-party marketplaces. Digital channels are becoming more important in B2B business and are expected to account for 53 percent of organizations revenue by 2024.

Where small businesses benefitted the most

Compared to pre-pandemic times, small and medium sized companies (SME) purchase and sell online significantly more. A survey run in the U.S. indicated that on average 52 percent of SME’s decision makers used e-commerce channels in 2021, compared to only 39 percent in 2019. The shift appeared to be most remarkable in the entertainment sector and construction field.

What are SMEs buying

Alibaba revealed what has been on top of small businesses’ shopping list in the United States. Equipment for commercial activities was the category growing the most in December 2021, followed by furniture. That is in line with the characteristics of the platform. Alibaba – like Amazon - serves as a generalist marketplace for U.S. small enterprises.