Three Areas That Need Budget Every Year
Where to allocate eCommerce budget annually — usability, consistency, and content — and what happens when you do not.
An eCommerce site needs regular maintenance and enhancement to stay an indispensable resource for customers, which means it needs a line in next year’s budget rather than an occasional project.
The market data behind that is direct: a Forrester and Digital Commerce 360 survey found 70% of B2B buyers planned to purchase more goods and services through digital channels, and Forrester predicted B2B eCommerce platform spending would reach $1.52 trillion — a nearly 30% increase from 2018.
The cost of standing still is equally clear. A 2021 Avionos study found 90% of buyers would turn to a competitor if their supplier’s digital channel did not meet their needs. This paper reviews the three areas that require continual investment and identifies the features and technology in each.
What’s Inside the Paper
Where to allocate eCommerce budget annually — usability, consistency, and content — and what happens when you do not.
Usability — Ensure Peak Performance
The performance and interaction work that keeps a site usable as the catalog grows.
Consistency — Create a Unified Experience
Making every channel and touchpoint agree with the others.
Content — Deliver Data That Engages
Keeping product content current, complete, and worth returning to.
Key Takeaways
- Put eCommerce enhancement in the annual budget; it is maintenance, not a project.
- Nine in ten buyers will switch suppliers over a digital channel that does not meet their needs.
- Usability, consistency, and content degrade at different rates — review all three.
- Rising category spend means standing still is a relative decline.
Read the Full White Paper
Where to allocate eCommerce budget annually — usability, consistency, and content — and what happens when you do not.
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