Manufacturers Reap Benefits From Selling Direct

Mirakl, a leading global marketplace solutions provider, today released the results of a new study, titled “Manufacturers Reap Benefits From Selling Direct,” conducted by Forrester Consulting. The study, commissioned by Mirakl and SAP Hybris, evaluates the current state of B-to-B manufacturers’ adoption of hosted online marketplaces and the associated benefits. Notably, the study found that manufacturers exposed to online marketplace selling are much more confident than others about their ability to manage the online buy flow. B2B manufacturers recognize the importance of connecting directly with customers, but while they are looking to explore online selling opportunities, a majority of respondents reported they are stuck selling through online intermediaries or channel partners. The study reflects how manufacturers have only taken minimal steps in direct e-commerce due to “concerns over lack of experience with e-commerce; costs associated with building the required technology and potentially alienating their distributors; or channel conflict.”

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