Although online shopping has continued to increase in both frequency and dollars year over year, it still only makes up about 10% of B2B sales transactions. However, online shopping influences many more transactions, even in B2B buying. B2B buyers want to make informed purchases with the least amount of friction possible—a trend that is illustrated by the increase in ratings and reviews, price and feature comparisons, and shipping options offered on B2B eCommerce sites.
B2B online shopping and purchasing will continue to increase;
according to Google, the value of physical goods ordered via digital
channels is expected to grow another 15% in 2017. With more than 100
billion searches per month originating on Google’s search engines, the
company is instrumental in connecting brands and consumers. As mentioned in a previous blog, your eCommerce presence on Google Shopping is critical, because many product searches originate on google.com.
Google Manufacturer Center for Better Product Information
inRiver is partnering with Google to make it easier and more
effective for our manufacturing customers to take advantage of the
nascent Google Manufacturer Center
(GMC). inRiver strives to enable enterprises to enrich product
information so that they can tell perfect product stories, regardless of
Google furthers this campaign for complete and accurate product
information through the GMC. As the manufacturer of products, you have
the deepest knowledge of your products and should be the ultimate
authority on what information is displayed across your sales channels
and throughout the buyer journey. Together with Google, inRiver can help
you influence the accuracy, completeness, and consistency of the
product information that is being syndicated to Google Shopping.
What’s In It For You
inRiver manufacturing customers, such as TOPS Products,
are already taking advantage of the many benefits of the GMC—relevant
searches based on key words, authority over syndicated product
information, and comprehensive (and free!) analytics. And it is even
easier to leverage this tool through the GMC Connector from inRiver,
which “auto-magically” maps inRiver fields to GMC fields.
Take the Next Step
We invite you to take a look at the Google Manufacturer Center
as an option to provide better product information, a more enriching
brand experience, and improved eCommerce performance. And we are here to
help get you easily connected with your product information! Download our Google Manufacturer Center Connector Solution Brief for more information.
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver