Beyond the Online Store – A Case Study on B2B e-Commerce in an Electronics Manufacturing Company
Smeds, Jonas (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023122038600
https://urn.fi/URN:NBN:fi:amk-2023122038600
Tiivistelmä
As a result of digitalization, B2B customers are now looking for new ways of doing business. Hence, it is crucial for companies to adapt to meet the changing customer expectations. Company X, a manufacturer of high-tech industrial products, has noticed that their Online Store sales is not on a desired level. Their customers might, in fact, be expecting a different e-commerce solution.
This thesis focuses on the case of Company X, and what their B2B customers expect from e-commerce. The thesis presents a literature review, with a focus on B2B e-commerce in the manufacturing industry. In addition, different e-commerce solutions are presented.
The study also utilizes qualitative research with semi-structured interviews being conducted with five respondents who are either distributors or end users of Company X’s products. The results show interest and positive attitudes towards a more integrated way of doing e-commerce with Company X, through direct integrations. These direct integrations can reduce administration for customers since they will be able to access Company X’s product catalogues and make purchases directly from their own systems. Results also show that product availability and pricing are seen as highly important by the respondents. Visual elements, through Augmented – and Virtual Reality, were seen as valuable in improving the customer experience among respondents. However, despite these technological factors, it became apparent that customers still find the human connection as an essential part of doing business with Company X. The importance of human help arises in cases of technical support as well as complex products – and purchases.
This thesis focuses on the case of Company X, and what their B2B customers expect from e-commerce. The thesis presents a literature review, with a focus on B2B e-commerce in the manufacturing industry. In addition, different e-commerce solutions are presented.
The study also utilizes qualitative research with semi-structured interviews being conducted with five respondents who are either distributors or end users of Company X’s products. The results show interest and positive attitudes towards a more integrated way of doing e-commerce with Company X, through direct integrations. These direct integrations can reduce administration for customers since they will be able to access Company X’s product catalogues and make purchases directly from their own systems. Results also show that product availability and pricing are seen as highly important by the respondents. Visual elements, through Augmented – and Virtual Reality, were seen as valuable in improving the customer experience among respondents. However, despite these technological factors, it became apparent that customers still find the human connection as an essential part of doing business with Company X. The importance of human help arises in cases of technical support as well as complex products – and purchases.