The retail sector that carries out “business to business” sales recorded a 62% increase in e-commerce in 2020, according to a McKinsey study; expert comments on Industrial Marketing strategies for the segment
The digitalization of business in Brazil, driven in recent months by restrictions on social interaction caused by the Covid-19 pandemic, has generated paradigm and behavioral changes involving the entire production chain of the market, from the base industry to the end consumer. In this sense, evaluating one of the ends of this chain, the industries that operate in the B2B (“business to business”) market, therefore involved in the sale of products to other companies, digitalization has also grown, impacting the increasing need for industrial marketing strategies.
For a more precise analysis of these changes and their impact on the market, it is necessary to contextualize them with other indicators on this issue of the digitalization of business in the country.
First, it is important to point out that in 2020, according to the “Dell Technologies Digital Transformation Index 2020” (DT Index 2020), approximately 87.5% of companies operating in Brazil carried out some sri lanka whatsapp data initiative aimed at digital transformation. In line with this trend, 94% of Brazilian companies used Digital Marketing to strengthen their brands in the market, according to the “Digital Marketing and Sales Maturity Survey in Brazil”, carried out jointly by the companies Resultados Digitais, Mundo do Marketing, Rock Content and Vendas B2B.
The result of this digitalization of companies and investment in Digital Marketing, in a context of less social interaction on the part of the population, was the increase in e-commerce, which generated R$53.4 billion in revenue in the first half of this year, according to the 44th edition of Webshoppers, a report prepared by Ebit Nielsen and carried out in partnership with Bexs Banco. And what is noteworthy is that, in this context of e-commerce, there was a 62% increase in B2B participation in this segment in 2020, according to a study released by McKinsey.
This shows how the digitalization carried out by companies that sell their products to other companies, especially those in the industrial sector, tends to boost their revenues. Before the Covid-19 pandemic, in 2019, this was a market that already generated R$2.39 trillion in online sales, according to data from the company E-Consulting, registering a growth of 17.1% compared to 2018.