The digital transformation challenge in B2B

B2B online sales in US are projected to hit $3 trillion in 2027, whilst in in Europe, B2B Ecommerce GMV is forecast to grow from $1.33bn in 2022 to $1.82bn in 2025. VML's own research reinforces this shift to digital with 68% of B2B buyers set to increase their use of digital shopping channels in the future.

Both the evidence and need are overwhelming for a transformative shift to digital in B2B. But the strike rate for successful transformation is hardly persuasive (VML's recent research found that 37% of digital transformation programs still fail). And with the average cost of a digital transformation program in the region of $10.9M, there's a lot at stake, with a suite of challenges specific to B2B:

B2 B Challenges Updated

VML's winning formula for B2B digital transformation

A structured, agile and experience-based approach is essential which is why leading organisations partner with VML. We drive business transformation by helping companies define winning strategies, deeply understand their customers, and develop the capabilities to succeed. Backed by decades of experience transforming businesses across diverse industries, we have honed our craft to be able to help our client partners navigate the complexities of the B2B commerce landscape and successfully guide them through transformations.

Our approach is based on an acceleration framework, that recognises clarity of purpose, capability and appetite as key success drivers:

B2 B Commerce Acceleration Updated

To align with this framework, critical insights and understandings need to be established as part of a discovery phase. To support this, VML offers clients the following 4 core activities:

B2 B questions Updated

VML's deep experience in helping clients to transform

For over two decades across multiple industry sectors, VML has supported dozens of high-profile enterprises through their digital transformation journeys. We’ve learnt from deep experience what makes digital transformation programs successful, and the pitfalls to avoid - all documented in our recent report "Unlocking the Power of Digital Transformation". Currently we are supporting the likes of AkzoNobel, Puratos, BD and Straumann on their transformation journeys. This follows an award-winning transformation program for Wolseley, the multinational plumbing and heating products distributor.

VML's proven approach is based on:

  • Breadth of Expertise: We have expertise across in CX, technology, data, strategy and operations and can scale our team to adapt to client needs
  • Tech Agnostic: This allows us to provide an objective perspective, whilst leaning on our partnerships with key tech vendors
  • Practitioners, not theorists: VML is rooted in the practical application of technology to drive business growth so we can turn a strategy into reality
  • Outcome driven: We are passionate about delivering value-driven outcomes for our client.

Get in touch to find out more

Tim Bishop Headshot 2 BW

Tim Bishop

Senior Consultant

Shalina Ganatra black and white

Shalina Ganatra

Head of eCommerce Consultancy

Beth Marchant Headshot

Beth Marchant

Principal Consultant

Case Studies

Man looking at product in Wolseley shop
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Delivering an award-winning B2B commerce platform for Wolseley

Transforming the customer journey - making it easier, shorter and more accessible
Read Case Study
Potential Univar Image 1
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Univar Digital Transformation

Jumpstarting Univar's Transformation via Adobe Commerce
Read Case Study

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