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April 2013

2013 B2B Commerce Trends

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Contents ! Introduction ! Methodology ! Key Trends Summary !

Findings ! Summary ! Appendix

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IntroductionAccording to Forrester Research, B2B e-commerce sales are now more than twice the size ofand are expected to achieve $559 billion in sales in the US by the end of 2013.1 Because of tconducted our B2B Commerce Trends survey for the 3rdyear in a row.2

Oracle surveyed 99 B2B e-commerce professionals across North America, Latin America, EurPacific. The following data provides insight into the evolving nature of B2B commerce and higand areas of investment for building an online presence.

1 Building a World-Class B2B eCommerce Business Forrester Research, January 7th2Oracle Endeca conducted B2B Commerce Surveys in 2011 and 2012

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Oracle to conducted online interviews with 99 B2B e-commerce professionaof 2012 and January of 2013. 68% of respondents reported being on the bu17% on the technology team, and 15% other.

Methodology

Company Business Model (selected all that a

! B2B: 64%! B2B2C: 60%! B2B2B: 18%Company Revenue:

! 100M-500M: 62%! 500M-1B: 9%Company Region

North America: 74% EMEA: 13% LAD: 3%

Company Industry:

! Consumer Goods: 30%! High Tech: 10%! Industrial: 7%! Communications: 6%! Electronics: 4%! Office Supply: 4%! Travel & Hospitality: 3%! Chemical: 1%! Medical: 1%! Life Sciences: 1%! Other: 33%

! 1B-3B: 1! 3B and ab

Sample Demographics

! B2C: 9%! B2E:: 9%! B2G: 6%

! APAC: 1%! Global: 9

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It is no longer enough to have just a presence online. Because every B2B customer is likely an onlineorganizations must embrace proven B2C commerce practices to deliver user-friendly and relevant com

Additionally, because B2B organizations operate in a multi-channel, multi-currency, multilingual world,

massive product catalogs and custom contracts / pricing they must develop an underlying commerce support the complexities unique to their business.

! Online remains a growth opportunity for B2B! 28% of respondents said that they have over 50% of their revenue coming from the online chann! 31% of respondents said direct sales are still driving most revenue but online is growing in impor! Only 5% of respondents predict no growth in their online business in 2013! Complexity remains a challenge with the majority of respondents dealing with product, pricing, ch

complexity

! B2C practices gain traction; drive revenue! 30% of respondents said that growing market share was top area of focus in 2012! 80% of respondents agree that customer expectations have changed due to B2C/retail practices! Personalization, online catalogs, and SEO continue to be the top 3 B2C practices that influence

Key Trends Driving B2B Commerce Succ

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The continued growth of mobile devices and tablets brings new opportunities to enable sales teams anadoption rather than resistance.

!Mobile continues to be a driving force! 26% of respondents said that mobile web / apps influence revenue the most! 31% of respondents are investing in mobile in 2013! Only 9% of respondents said they have no plans for mobile at this time

Customer acquisition and retention are top success metrics in B2B commerce. Organizations must in

technology to deliver the best customer experience and meet their business objectives.

! B2B organizations are investing in overall customer experience! 13% of respondents said that they focused most on investing in customer experience in 2012! 57% of respondents said customer acquisition is a top metrics used to measure success and 42%! 62% of respondents said they have a customer experience initiative in place and 25% plan to im! 35% of respondents will invest in cross-channel integration and 34% in managing and leveraging

important initiatives in improving customer experience.

Key Trends Driving B2B Commerce Succ

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Online is still a growth opportunity for B2! Many organizations have established an online channel an

in 2013 will be how to grow this channel to maximize reven

Moving more customers online is key to B2B commercTAKE AWAY

28%

And!Respondents that haveover 50% of revenue

coming from online channel 31%Said direct sales are driving most

of their revenue but online is

growing in importance

5See n

online

And only!

!"

$$"

%"

&'"

&!"

2

2

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Channel conflict could hinder online grow

41% 11% But there isgood news!of respondents say

channel conflict isa slight concern

but necessary step

Say channel conflictis a big concern

but necessary step

Direct sales and e-commerce must work together to beTAKE AWAY

! Over 50% of respondents are dealing with conflict betweesales and online channels.

35%Of the respondenNOTdealing wit

conflict report 50%

or above coming fchanne

1 Compared to 28% of total respondents that are reporting 50% of revenue or above is

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B2B organizations face multiple complex

Select a commerce infrastructure that can support multipTAKE AWAY

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Product

complexity

Pricing

complexity

Channel

complexity

Back-End

complexity

None Other

Which of the following complexities in your b usiness are you currently addressing

! Only 8% of respondents are not addressing B2B complexi

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B2C practices gain traction; drive revenu! B2B organizations have embraced proven B2C practices a

drive revenue and grow market share

Embracing B2C practices will drive revenue growTAKE AWAY

1 Respondents were asked, if you had to pick one area, where did you most focu2Mimics the top 3 B2C practices from Oracles 2012 B2B Commerce Survey

Personalizatiocatalogs, and S

to be the to

practices thatrevenue the

80%of respondents agree

that customerexpectations havechanged due to B2C/

retail practices

Growing Market Share

30%

Top Area of Focus:1

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Mobile continues to be a driving force! For the second year in a row,1 mobile continues to be of st

importance for B2B e-commerce

1 Reference to mobile as a key trend in Oracles 2012 B2B Commerce Survey.2 Respondents were asked, What top three consumer / B2C-like practices influence y

Only

31% of respondents are investing in mobilein 2013

9% Of respondents have no plans formobile at this time

Its more than just the mobile phone, think tableTAKE AWAY

26% of respondents said that mobile web /apps influence revenue the most2

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B2B organizations are investing in overacustomer experience! B2B organizations are focusing on customer experience to

key success metrics such as customer acquisition and rete

Positive customer experience = Happy customer = RepeTAKE AWAY

B2B and Customer Experience

13%

of respondents said theyfocused most on

investing in customerexperience in 2012

Said that customeracquisition is a topmetric to measure

success

57%62%

Said they have acustomer experience

program in place

25%

Plan to implement acustomer experience

program in 2013

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SummaryThe focus of B2B companies in 2012 was investing in commerce technology in fact, orespondents from Oracles 2012 B2B E-Commerce survey said that they invested in theplatform in 2012. The new challenge for B2B e-commerce organizations in 2013 will b

commerce channels to maximize revenue potential.

Drive B2B commerce success in 2013 and beyond:

1. Embrace proven B2C best practices such as personalization, online catalogs, and 2. Engage with the direct sales team when building online channels to overcome chan3. Leverage mobile devices and tablets to better enable sales teams and encourage e

adoption rather than resistance4. Invest in commerce technologies that can support the complexities unique to B2B o5. Focus on the overall customer experience to drive customer acquisition and retentiContact UsFor more information about Oracle Commerce, visit www.oracle.com/commerce.