Manufacturers are looking to third parties for help in adding consumer sales to their former B2B-only business models.
Today, as the demand for frictionless buying experiences heightens, manufacturers face many challenges transitioning into direct to consumer sales, including accessing data, maximizing conversions and channel conflict concerns.
According to a study commissioned by marketplace solutions provider Mirakl and SAP Hybris, an e-commerce solutions provider, manufacturers are turning to the online marketplace model to help remedy these issues. With an online marketplace, manufacturers are able to interact with consumers efficiently, support their own customer data and fulfill channel partner sales.
The study, conducted by worldwide advisory firm Forrester Consulting, surveyed 125 manufacturers and found that 53 percent are selling through third-party marketplaces or through channel partners. Respondents said they chose this route due to their inexperience with ecommerce, potential channel conflict and the expense associated with building out their own platforms.
Read more at Sourcing Journal.