what’s the state of B2C and B2B e-commerce?

To conduct its study, Salesforce surveyed 1,373 sales executives in full-time executive or senior positions. Trade professionals working in B2B or B2C companies in North America, Latin America, Asia and the Pacific, Japan and Europe. In parallel, the CRM leader analyzed the shopping behavior of more than a billion consumers and professional customers worldwide, to understand the major changes that have taken place in the field of e-commerce in recent months.


What are the consequences of the pandemic on e-commerce activity?

This very complete and free 55-page report will allow you to see more clearly the main trends coming in the field of e-commerce. As Salesforce explains: “The COVID-19 pandemic has profoundly transformed global trade in just a few weeks. It has also accelerated the digitization of many aspects of our lives, a phenomenon that has been around for several years. ”. As you will find, this report explores the effects of the pandemic on the e-commerce activities of companies and the various commercial strategies they have adopted.

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First observation: the boundaries between physical and digital commerce are blurring. In 2023, the share of online sales in total sales worldwide should reach 22% compared to 14.1% in 2019. It is not surprising that at the time of closing e-commerce revenues increased by 75% during the second quarter of 2020 compared to the same period last year. Such changes have led many B2C companies to experiment with new communication strategies. 58% of respondents say they have hosted virtual events on platforms such as Instagram Live or TikTok.

E-commerce from social networks increased by 104%

The exodus to the digital environment promises to be a lasting trend. Indeed, many brands have decided to invest in channels to sell their products. This is what Salesforce calls decentralized shopping. As you will discover in this white paper, during the second quarter of 2020, data collected by the CRM leader shows that the traffic of e-commerce sites from social networks increased by 104% compared to the same quarter last year. Internet users have taken action.


Some social networks have already won this new battle. This is the case with Instagram and TikTok, which probably generated the strongest engagement. According to Salesforce, B2C store managers in North America report that social media impact campaigns are most effective. 88% of so-called “high performance” increase their investment in this digital strategy.

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