Key B2B Market Trends in 2024 and Beyond

May 2024

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Contents

Introduction

B2B in the spotlight

Unlocking Asia

Improving ecosystem

Personalised B2B: ask AI

Conclusion

© Euromonitor International
 Introduction

© Euromonitor International
 INTRODUCTION 55

Scope
Key B2B Market Trends in 2024 and Beyond This briefing assesses global B2B market
trends in 2024 and beyond. It is geared
towards consumer goods companies that are
selling into the B2B market, and provides
insights into how B2B markets are developing,
which countries and channels to target, as
well as how to navigate the potential
challenges and what is next for B2B.

B2B in Unlocking Improving Personalised

Spotlight Asia Ecosystem B2B: Ask AI

Disclaimer
Much of the information in this briefing is of a
This briefing assesses global B2B market trends in 2024 and beyond. It is geared towards statistical nature and, while every attempt has
consumer goods companies that are selling into the B2B market. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
Data quoted in this report are at constant 2023 prices, using fixed 2023 exchange rates responsible for omissions or errors.
between the US dollar and each local currency, unless stated otherwise. Annual data from 2023 Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
onwards are forecasts. found in the briefings may not totally reflect the
companies’ opinions, reader discretion is advised.
Report closing date: 8 May 2024 – the date the report writing stopped.
© Euromonitor International
 INTRODUCTION 66

Key findings

The period 2023-2024 has witnessed a situation where, due to high inflation and slow income
growth, doing business with companies can be more lucrative than selling to consumers. B2B sales
B2B in the Spotlight channels, such as offices and healthcare, are forecast to maintain higher revenue growth than
consumer markets, with lower price sensitivity. As a result, many consumer goods companies are
shifting their attention to establishing a stronger footprint in global B2B markets.

Asia Pacific will remain the largest and the fastest growing B2B market globally over 2024-2025.
Unlocking Asia China is the key B2B market for consumer goods in Asia Pacific, with 66% of total value sales in
2023; however, the fastest future growth is anticipated in India, the Philippines, Vietnam, Indonesia
and Malaysia.

The B2B marketplace is becoming easier to navigate. B2B delivery services, payments and e-
Improving Ecosystem platforms have all seen considerable innovation in recent years, which makes selling into the B2B
market much easier.

2024 is seeing companies start to use Gen AI in B2B marketing, with exponential proliferation
Personalised B2B: Ask AI expected in the next two to three years. As Gen AI usage in B2B marketing becomes widespread,
personalised and efficient interaction with B2B clients will become the norm.

© Euromonitor International
 B2B in the Spotlight

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 B2B IN THE SPOTLIGHT 88

As consumer demand cools, B2B markets offer new growth opportunities

Consumer spending is forecast to slow down in 2024, as a result of Spending Growth Potential by Channel in Selected Countries 2023-2028
weaker income gains and the ongoing cost of living crisis. Global % CAGR 2023-2028
disposable income per capita is forecast to grow by only 1.1% in Education
real terms in 2024. As a result of slower income gains, consumers Offices

CHINA
are forecast to remain price sensitive in 2024 and 2025. Healthcare
Hotels and Restaurants
B2B sales channels could help companies to cushion the negative Households
effects from the consumer side in 2024, and diversify revenue Education
streams. The steady growth of the global construction, business Offices
services and hi-tech goods sectors can contribute to stronger B2B

US
Healthcare
demand for electronic appliances or furnishings in 2024. Expanding Hotels and Restaurants
food sales through B2B channels can help to unlock new revenue Households
Education
streams, as private consumers remain cost sensitive and seek

GERMANY
Offices
greater value when purchasing food products. Healthcare
B2B sales channels, such as offices and healthcare, are forecast to Hotels and Restaurants
maintain steady revenue growth in the largest economies over the Households
period to 2028. The greater revenue growth of industries is a Education
Offices
potential indicator of lower sensitivity to potential price increases,

UK
Healthcare
as stronger sales help to maintain stable profit margins. Hotels and Restaurants
Moreover, new revenue streams coming from B2B sales channels Households
can help to lay the foundations for the long-term competitiveness 0% 1% 2% 3% 4% 5% 6% 7%
of a company. Source: Euromonitor International from national statistics, World Bank, UN, OECD
© Euromonitor International
 B2B IN THE SPOTLIGHT 99

Mapping the global B2B market for consumer goods

Food , Computers and Mobile Phones, and Furniture are the best-performing sectors in terms of B2B demand size and growth

Global B2B Demand for Selected Consumer Products 2018-2023

USD billion/% growth
6%
Computers and Mobile Phones
5%
Domestic Appliances
4%
% CAGR 2018-2023

Household Cleaning Products Food

3%

2%

1% Furniture

0%
Beverages
-1%

-2%
-100 0 100 200 300 400 500 600
Absolute B2B Demand Growth 2018-2023, USD billion
Source: Euromonitor International
Note: Bubble size indicates B2B demand size in USD billion; intra-industry trade is excluded
© Euromonitor International
 B2B IN THE SPOTLIGHT 10
10

Food: Both developed and emerging markets to drive growth in B2B channel
Largest B2B Markets for Food Products 2018-2028
USD billion
China
US
Japan
Germany
India

0 100 200 300 400 500 600 700 800 900

The global B2B market for food products stood at USD2.7
2028 2022 2018
trillion in 2023, and is forecast to expand at a CAGR of 4%
over the period to 2028. Largest B2B Buyers of Food Products 2023-2028
Both developed and emerging economies are set to provide USD billion
800 4%
new growth opportunities. Among emerging markets, India is
forecast to host a large and growing B2B market for food 600 3%

% CAGR
products, backed by strong growth in the manufacturing and 400 2%
services sectors. 200 1%
Among developed economies, the US and Germany are 0 0%
expected to offer new sales opportunities in the B2B channel, Hotels and Agriculture Healthcare Government Education
benefiting from stable government consumption and Restaurants

recovery in the travel and hospitality sectors. B2B Demand 2023 Buyer Industry's Growth 2023-2028
Source: Euromonitor International from national statistics
Note: Intra-industry trade excluded from B2B demand calculations
© Euromonitor International
 B2B IN THE SPOTLIGHT 11
11

Computers and mobile phones boosted by services sector growth, cybersecurity and AI
Largest B2B Markets for Computers and Mobile Phones 2018-2028
USD billion
China
US
India
UK
The global B2B market for computers and mobile phones Japan
stood at USD1.6 trillion in 2023, and is forecast to expand at a 0 200 400 600 800 1,000 1,200
CAGR of 2.7% over the period to 2028. China and the US have 2028 2022 2018
the largest B2B markets, and are forecast to drive future
demand. Largest B2B Buyers of Computers and Mobile Phones 2023-2028
USD billion
Several positive factors are forecast to drive global B2B 900 4%
demand for computers and mobile phones. The stable 750
3%

% CAGR
performance of the offices channel is set to contribute to 600
demand. Moreover, investment in cybersecurity and digital 450 2%
payments will also contribute to growth. 300
1%
150
The ongoing AI boom will further increase B2B demand for 0 0%
computers. Investment in AI will lead to better computing, Offices Transportation Construction
data storage and transfer solutions, in turn benefiting sellers B2B Demand 2023 Buyer Industry's Growth 2023-2028
of computers and mobile phones.
Source: Euromonitor International from national statistics
Note: Intra-industry trade excluded from B2B demand calculations
© Euromonitor International
 B2B IN THE SPOTLIGHT 12
12

Furniture: China and the US offer most growth opportunities

Largest B2B Markets for Furniture 2018-2028
USD billion
China
US
India
Germany
UK
The global B2B market for furniture stood at USD604 billion in 0 50 100 150 200 250 300 350
2023, and is forecast to expand at a CAGR of 6% over the 2028 2022 2018
period to 2028.
Largest B2B Buyers of Furniture 2023-2028
China and the US are forecast to provide the best growth USD billion
opportunities for B2B furniture sales. Despite slower 100 4%
economic growth in China, the business services and 80 3%
hospitality sectors are forecast to maintain growth and

% CAGR
60
support B2B demand for furniture. In the US, the anticipated 40
2%
recovery of the construction industry in 2024 and robust 1%
20
economic growth will support B2B demand for furniture.
0 0%
Expansion of the construction and real estate sectors in India Offices Hotels and Government Construction Healthcare
Restaurants
is also forecast to provide B2B sales opportunities for
furniture suppliers. B2B Demand 2023 Buyer Industry's Growth 2023-2028
Source: Euromonitor International from national statistics
Note: Intra-industry trade excluded from B2B demand calculations
© Euromonitor International
 Unlocking Asia

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 UNLOCKING ASIA 14
14

Asia to lead global B2B growth over 2024-2027

Which Regions will Lead Revenue Growth in the Global B2B Channel?
% of absolute value growth by region 2024-2028
30%

25%

20%

15%

10%

5%

0%
2024 2025 2026 2027 2028
Australasia Eastern Europe Middle East and Africa Western Europe Latin America North America Asia Pacific

Source: Euromonitor International from national statistics

© Euromonitor International
 UNLOCKING ASIA 15
15

Focus on Asia: 30% of global future growth

Despite the recent economic slowdown, Asia

remains the most attractive growth market for
B2B sales of consumer goods. The region is
forecast to account for almost a third of global
value growth over 2024-2025, with the most
lucrative business opportunities in India,
Indonesia and Malaysia.

Indre Cesniene – Head of Economies and Consumers Insights

© Euromonitor International
 UNLOCKING ASIA 16
16

Unlocking country and industry specific opportunities in Asia

Asia Pacific will remain the largest and the fastest growing B2B market globally over 2024-2025. China is the key B2B market for consumer
goods in Asia Pacific, with 66% of total value sales in 2023; however, the fastest future growth is anticipated in India, Indonesia, the
Philippines, Vietnam and Malaysia. Of these countries, Malaysia, Indonesia and India have the best business environments, so should be
considered as primary targets for B2B expansion in Asia.
Business Environment Evaluation in Asia Pacific, 2023
South Hong Kong,
China Japan India Indonesia Singapore Taiwan Philippines Thailand Malaysia Vietnam Bangladesh Kazakhstan Pakistan
Korea China
Global Competitiveness
21 35 40 28 34 4 7 6 52 30 27 - - 37 -
Rank
Economic Freedom Rank 154 31 131 15 60 1 - 4 89 80 42 72 - 71 -
Corruption Perception
76 16 93 32 115 5 14 28 115 108 57 83 - 93 -
Rank
Source: Euromonitor International Transparency International, The Heritage Foundation, International Institute for Management Development

B2B Market Size for Selected Consumer Products in Asia Pacific, 2023
South Hong Kong,
USD million China Japan India Indonesia Singapore Taiwan Philippines Thailand Malaysia Vietnam Bangladesh Kazakhstan Pakistan
Korea China
Food 1,206,057 159,719 71,257 88,507 112,771 83,604 52,619 42,030 42,742 24,987 22,311 13,032 12,298 9,689 9,549
Mobile Phones and
758,588 58,879 80,369 35,996 25,572 30,983 19,500 19,187 15,840 11,407 10,185 5,949 5,614 4,423 4,359
Computers
Furniture 234,957 26,371 27,680 13,683 2,194 6,869 4,323 5,689 3,512 3,382 3,020 1,764 1,665 1,312 1,292
Beverages 119,529 19,678 3,966 8,983 889 3,386 2,131 2,560 1,731 1,522 1,359 794 749 590 582
Domestic Appliances 100,969 10,768 3,485 5,917 587 2,783 1,751 1,847 1,423 1,098 980 573 540 426 420
Beauty and Cleaning
52,368 12,732 4,286 7,418 1,176 1,858 1,170 1,772 950 1,053 940 549 518 408 402
Products
Source: Euromonitor International Industrial database
© Euromonitor International
 UNLOCKING ASIA 17
17

Which B2B channels to target in Asia Pacific?

When selling consumer goods in Asia’s B2B market, understanding the target industries is key. Although offices are the largest channel in all
countries, and for some countries the only major channel (eg Singapore, and Hong Kong, China), other countries have a broader channel
mix to work with. For example, public administration will be a key target channel in Bangladesh, Pakistan and India. Vietnam has a large
share for education, which requires different products and strategies compared to offices. On the other hand, consumer goods sales in the
B2B market in countries like Thailand and Taiwan will be strongly driven by restaurants and hotels.
Customising products and sales strategies towards the leading channels or targeting certain countries with a strong presence of a certain
channel will bring the best results. For example, if a company wants to target Asia for healthy snacks for children, India, Vietnam,
Bangladesh and Pakistan are the primary markets offering high future growth rates.
Total B2B Market Size by Country and Forecast Key Channels Growth Potential 2023-2028
South Hong Kong,
China Japan India Indonesia Singapore Taiwan Philippines Thailand Malaysia Vietnam Bangladesh Kazakhstan Pakistan
Korea China
B2B market size
2,472,468 288,148 191,043 160,503 143,189 129,483 81,495 73,084 66,197 43,449 38,796 22,662 21,385 16,848 16,604
2023 (USD mn)*
Leading B2B Channels by Country
Absolute revenue growth as % of total B2B channel growth in the country 2023-2028
Offices 51% 50% 40% 42% 54% 77% 73% 47% 62% 43% 54% 38% 34% 48% 36%
Public
17% 12% 21% 17% 16% 11% 6% 8% 12% 12% 11% 14% 36% 13% 25%
Administration
Education 13% 5% 18% 9% 10% 4% 4% 8% 8% 12% 12% 20% 18% 15% 18%
Restaurants and
8% 15% 9% 11% 13% 3% 6% 17% 9% 24% 14% 17% 6% 3% 11%
Hotels
Healthcare 7% 15% 7% 15% 4% 4% 5% 11% 4% 6% 8% 7% 3% 15% 8%
Source: Euromonitor International Industrial database; * combined B2B market size for key Consumer Goods: Food, Drinks, Furniture, Domestic Appliances, Mobile Phones and Computers
© Euromonitor International
 UNLOCKING ASIA 18
18

Case study: IKEA offers B2B product line in India

IKEA started offering a B2B furniture collection in Fastest Growing Offices Sectors in India
India in 2024. The Mittzon collection has 56 2023-2028
products in total, and is specifically designed to % CAGR 2023-2028, constant prices
meet the local needs of India’s business sector.
Telecommunications
According to IKEA, B2B sales account for around
15-20% of its total sales in India. The introduction
of the new product line will help the company to Insurance
expand further into the lucrative business services
sector in India, which continues to benefit from
urbanisation and new investment flowing into the Market Research
country. IKEA also indicated further potential to
expand B2B furniture sales into the education,
Advertising
healthcare and hospitality sectors.
This strategy reflects the growing need for
companies to search for new sales niches across Computer Services
emerging markets, and alternative sales channels.
IKEA’s example is also a good case study of how Investigation and
Source: Indiaretailing.com
companies can gradually transition their B2C sales Security
experience into B2B space, where purchasing
managers increasingly look for simple and user- 0% 1% 2% 3% 4% 5% 6%
friendly solutions. Source: Euromonitor International Industrial database
© Euromonitor International
 Improving ecosystem

© Euromonitor International
 IMPROVING ECOSYSTEM 20
20

B2B marketplace becoming easier to navigate

The B2B ecosystem has seen considerable innovation in key areas of the sales process in recent years:

Delivery Management Tools Digital Sales Platforms Digital Payments

The post-COVID-19 proliferation The growing popularity of e- Digital payment platforms play a
of delivery services has enabled commerce supports investment in critical role in the digital B2B sales
businesses to reach B2B clients digital B2B sales platforms, process, due to the high value of
around the globe. At the same offering convenience and transactions. Payments processing
time, digital tools help to track standardisation. These tools was previously one of the weak
supply, deliveries and demand operate in combination with points of digital sales system;
better, and adapt to volatile effective delivery systems and however, new solutions and
market conditions. help companies to expand specialised payment platforms for
geographic outreach to customers B2B companies help to ease the
and better target new sales process and reduce costs.
channels.

USD104 billion 22% USD86 trillion

Global logistics Average share of Value of
industry’s revenue derived commercial
spending on by companies electronic
computer from e- transactions in
services in 2023 commerce in 2023
2023

© Euromonitor International
 IMPROVING ECOSYSTEM 21
21

Case study: Visa B2B Connect – simplifying cross-border B2B payments

In 2019, Visa B2B Connect was released – a Preferred payment instrument for work-
non-card-based payment network that enables related payments 2023
seamless bank-to-bank cross-border business % of total respondents
Company card
transactions. Its main advantages are that it is
faster and cheaper than traditional methods. Electronic transfer
Innovation in B2B cross-border payments was Personal card and
reimbursed
long overdue in 2019, but building trust and I do not make work-
gathering a critical mass of financial related payments
institutions using the service still took Visa five Cash
years. Cheque
As of the beginning of 2024, Visa B2B Connect
was available in more than 100 countries, 0% 20% 40% 60%
facilitating high value B2B payments in a day or Reasons for selecting a certain payment method
two – meaning that companies across the 2023
% of total respondents
globe can use this service for financial
Company policy
transactions with tens of thousands of
Security
potential B2B clients.
Speed
Growing interest in the B2B market will What supplier accepts
Source: Visa Inc corporate website
provide further opportunities for facilitating Rewards
solutions that help simplify the complex B2B
0% 20% 40% 60%
landscape.
Source: Euromonitor International Voice of the Industry Survey 2023
© Euromonitor International
 IMPROVING ECOSYSTEM 22
22

Case study: Kraft Heinz uses B2B sales platform to reach more customers
In 2023, Kraft Heinz announced that it will Food Industries with the Largest Global B2B
increase collaboration with BEES, an online Demand 2023
B2B marketplace operated by AB InBev. USD billion

The expanded partnership is expected to help Pet Feeds

the company propel B2B sales and reach new
customers in emerging markets. According to
Meat Products
Kraft Heinz, the B2B marketplace could help it
reach one million potential new points of sales
across Latin America, with Mexico, Colombia
Oils and Fats
and Peru being the key target markets.
Digital tools and B2B sales channels are
expected to be increasingly important for the Coffee, Tea, Spices
future sales growth of food products, with
already established giants, such as Kraft Heinz,
Grain Mill Products
increasingly relying on this channel. Expansion
into the B2B space can help to reduce
entrance costs to new markets and improve
Dairy Products
the outreach to smaller B2B customers, such
as independent retailers or restaurant
operators. 0 100 200 300 400 500
Source: Kraft Heinz company website
Source: Euromonitor International Industrial database
© Euromonitor International
 IMPROVING ECOSYSTEM 23
23

Case study: Samsung offers e-commerce solutions for B2B customers

Samsung Electronics continues to expand its Company Shares in the Global Portable
global B2B e-commerce platforms, and aims to Consumer Electronics Market 2023
offer this service in 30 countries. The key focus %
of the B2B sales platforms are small and
Apple Inc
medium sized enterprises.
Samsung aims to provide relevant solutions,
convenient payment methods, such as
instalment payments, corporate-only Samsung Corp
promotions and additional technical support.
By offering convenient solutions, Samsung has
managed to increase the number of users and BBK Electronics Corp Ltd
sales. According to the company’s data, sales
on the B2B online stores doubled in February
2023 in comparison to the same month in
2022. Xiaomi Corp

As the transition to digital B2B sales

accelerates, more companies are expected to
offer similar solutions that target specific client Huawei Technologies Co Ltd
Source: Samsung Electronics corporate website
groups. As Samsung’s example shows,
convenient and targeted solutions can ease the
0% 5% 10% 15% 20%
expansion into new sales channels and lift
revenue growth. Source: Euromonitor International Consumer Electronics database
© Euromonitor International
 Personalised B2B: ask AI

© Euromonitor International
 PERSONALISED B2B: ASK AI 25
25

AI tools promise to personalise the B2B marketplace

Customisation remains among the key

challenges for companies operating in the B2B
marketplace; however, AI solutions promise
improvements. Companies are using AI
solutions to automate low-value tasks, better
predict demand peaks, improve product
customisation and, in turn, the customer
experience in the B2B marketplace.

Justinas Liuima – Insights Manager, Industrial

© Euromonitor International
 PERSONALISED B2B: ASK AI 26
26

E-commerce platforms and AI tools to ease transition to B2B sales channels

Expansion into B2B sales channels can be an attractive strategy for
Offering greater client engagement and personalisation are among
many companies, but at the same companies may face a challenge
top priorities in digital sales
in how to reach customers, as it requires different sales, delivery
and marketing methods. Digital commerce and online sales Selected Trends in Digital Commerce by industry, 2023
platforms could ease the transition to B2B sales channels. The use % of global respondents
of digital sales platforms can help to expand geographic client 60%
outreach and simplify sales processes. Moreover, sales platforms
50%
can also offer integrated order management and payment solutions,
in turn easing the transition to new sales channels. 40%
Customisation of digital sales, however, remains among the key 30%
challenges. According to Euromonitor International’s Voice of the
Industry survey in 2023, digital engagement and personalised 20%
experiences are the top areas that the companies are focusing on.
10%
Product customisation can also provide a competitive advantage in
the B2B area. The rise of AI tools is expected to help solve this issue 0%
and help companies to implement stronger digital marketing Digital engagement Personalised experiences Delivery and fulfilment
solutions in both the B2B and B2C areas. Apparel and accessories Beauty and personal care
Consumer foodservice Consumer health
Lastly, omnichannel sales strategies require increased geographical Food and beverages
reach and delivery efficiency. Consequently, companies are
Source: Euromonitor Voice of the Industry survey, fielded August-November 2023 (n=953)
expected to lean more on connected logistics ecosystems, which Q: Based on your observations, which of the following factors or trends influenced digital
are by far the dominant type of digital tools used in logistics. commerce development in your market in the past year? Select all that apply
© Euromonitor International
 PERSONALISED B2B: ASK AI 27
27

B2B marketing: Efficiency and personalisation enabled by generative AI

B2B marketing usually lags behind B2C in terms of new approaches Business areas expected to have the greatest impact from AI
and technologies. B2B business transactions tend to be of higher n = 843; % of respondents
value, more complex, involve more people, take longer and require Enhanced website search
in depth knowledge of client needs, all of which warrants in-person
communication. Create more targeted marketing campaigns
based on consumer data
However, in recent years companies have been starting to invest in
AI solutions for the B2B marketplace. Companies have started to Digital testing and product development
use AI to optimise SEO and automate low value/high volume client
interactions (help chatbots, automatic push notifications, marketing Create, optimise and improve product page
images and copy
content creation, etc). Recently, leading market players have started
to deploy targeted marketing campaigns based on B2B customer Build customer service chatbots that can
mimic human interactions
data, thus providing a considerably more personalised experience,
which translates into revenue growth. Synthesise data into customer insights
Without doubt, further investment in collecting and analysing B2B
Optimise supply chains with automated
customer data will help companies to better navigate the B2B order and vendor management
marketplace and optimise their marketing and advertising. Key
word research, social listening and AI-driven customer insights will
become a standard in the coming years to achieve B2B marketing 0% 20% 40% 60%
goals such as hyper localisation and hyper personalisation of Has already impacted Will have an impact in the next 12 months
messages. Will have an impact in the next five years
Source: Euromonitor Voice of the Industry Survey, November 2023
© Euromonitor International
 PERSONALISED B2B: ASK AI 28
28

Case study: Coca-Cola uses Gen AI to improve personalisation on its eB2B platform
As part of its ongoing digital transformation Technologies Impacting Business in the Next
strategy, Coca-Cola is applying Gen AI tools to Five Years
increase sales to B2B customers. % share of total respondents

In 2023, the company leveraged Gen AI on its

AI
eB2B platform, which connects millions of
customers across the globe. Coca-Cola was
able to increase personalisation and sales Generative AI
through automatic AI-driven push notifications
to buy recommended SKUs. This type of
Robotics/Automation
innovation can drive more productive
relationships with B2B clients, and serves the
company’s overarching goal of reducing Internet of Things
stockouts and optimising inventory placement.
More companies requiring efficient client Virtual Reality
targeting in the B2B space in low-margin
industries are expected to invest in similar Gen
AI solutions. Such tools can provide better Cloud
analysis of client preferences and improve
supply management, as well as provide 0% 20% 40% 60%

Source: Coca-Cola Co corporate website

advantages against competitors in the Source: Euromonitor International Voice of the Industry
upcoming era of personalised service. Digital Survey 2024
© Euromonitor International
 Conclusion

© Euromonitor International
 CONCLUSION 30
30

Key takeaways

Improving Personalised B2B:

B2B in the Spotlight Unlocking Asia
Ecosystem Ask AI
Do not miss the opportunity to Prioritise Asia for the next three The B2B marketplace is Be first to personalise B2B
build stronger B2B sales now, years; be meticulous in becoming simpler to navigate, communication – the
while this channel is at its peak selecting countries and enabling your business to reach investment now will put your
attractiveness. channels that best suit your customers more quickly and business in a strong position for
business. cheaply. future growth.

© Euromonitor International
 CONCLUSION 31
31

B2B marketplace: How to win

▪ Analysis of B2B demand will enable companies to better understand which countries to
target and to spot new emerging sales channels. Prioritising B2B sales channels is
Analyse demand structure
essential for companies to optimise performance, enhance customer relationships, and
stay ahead in today’s dynamic business landscape.

▪ As we enter the Gen AI era one of the first business functions to be disrupted is
marketing. In a couple of years, personalised and automated interaction with clients will
Personalise marketing be the norm. Companies that want to succeed in the future B2B market need to start
building infrastructure to effectively analyse client data and ensure future communication
is personalised, interactive and fast.

▪ Digital transformation and the AI boom is set to put even greater pressure on companies
to change and innovate, with laggers risking losing market share to competitors.
Apply the right technologies However, at the same time, companies must remain focused and invest in the
technologies that are most relevant to their customers. Convenience, efficient logistics,
security of payments and personalisation are the top priorities for buyers.

© Euromonitor International
KEY B2B MARKET TRENDS IN 2024 AND BEYOND

For Further Insight please contact

Justinas Liuima
Insights Manager, Industrial
[email protected]
• https://www.linkedin.com/in/justinas-liuima/
• @JLiuima

Indre Cesniene
Head of Economies and Consumers Insights
[email protected]
• https://www.linkedin.com/in/indre-cesniene/

© Euromonitor International
KEY B2B MARKET TRENDS IN 2024 AND BEYOND

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100 COUNTRIES 210 COUNTRIES Tokyo +81 3 3436 2100
in-depth analysis on AND TERRITORIES Vilnius +370 5 243 1577
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