Digital transformation driven by competition, not innovation

By Jonathan Dyble
Independent market research firm Sapio has conducted research on behalf of Sana Commerce, revealing that 70% of firms are looking to digitally transform...

Independent market research firm Sapio has conducted research on behalf of Sana Commerce, revealing that 70% of firms are looking to digitally transform their operations due to competition as opposed to innovation purposes.

Over a third of the 300 B2B organisations surveyed across Europe, the US and Australia believe that a failure to keep up to date with technological advancements will see competitors capitalising on the market. This is largely owed to the fact that 73% believe that ecommerce plays an important role in digital transformation.

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“It’s do or die when it comes to digital transformation projects for B2B organisations,” said Michiel Schipperus, CEO of Sana Commerce.

“We know that companies are feeling the pressure from increasingly online businesses competing in new territories. The research found that 72% of organisations believe they will sell 100% of their products online in the future, making markets wide open to further online competition.”

The research suggests that much of this digital transformation is set to come in IoT to enable automated processes, and the use of mobile sales, VR and driverless cars/ drones for delivery, with over 60% of firms surveyed looking into the use of these new technologies.

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