E-COMMERCE FOR MANUFACTURERS: How to change the rules

eCommerce is becoming an essential tool for boosting sales and strengthening relationships with customers. Research shows that companies implementing eCommerce increase their revenues by 20–30%. Many manufacturers lose margin by selling through intermediaries when they can sell directly to the end customer. Over 70% of buyers begin their purchasing journey online. Ignoring this trend means missing out on profit and opportunity. Let's explore seven methods that can help you harness the full potential of eCommerce.

1. Digital Marketplaces for Manufacturers (B2B2C)

What it is. These are marketplaces where manufacturers can sell their products to both intermediaries and end consumers. It's crucial that manufacturers have control over their sales, remaining independent.

Application. These platforms allow direct engagement with end customers, bypassing intermediaries. This is especially beneficial for producers of complex industrial or consumer goods.

Real-world case. Alibaba was one of the first companies to create a platform where manufacturers could sell not only to businesses but also to end consumers. This provided Chinese factories access to a vast global audience.

2. Product Customization Based on Usage Data (Data-driven Customization)

What it is. Manufacturers collect data using sensors and IIoT (Industrial Internet of Things) to customize products to meet specific customer needs.

Application. Clients can receive tailored solutions directly through the manufacturer's platform, which is particularly useful in machinery and industrial equipment. This approach makes products more precise for specific customer requirements.

Real-world case. Rolls-Royce collects data from its aircraft engines to offer clients customized maintenance programs through an online platform.

3. Integration with Industrial IoT and IIoT Platforms

What it is. Industrial IoT platforms integrate data from equipment and connected devices to automate ordering and servicing processes.

Application. Manufacturers can use this data to automatically order spare parts or materials through eCommerce platforms when equipment requires maintenance.

Real-world case. Siemens MindSphere utilizes IIoT platforms to integrate equipment data, allowing the automation of purchasing processes and reducing costs.

4. Equipment-as-a-Service for Industrial Equipment

What it is. This model allows equipment to be rented through a subscription service, including all updates and maintenance.

Application. It helps companies save on capital expenditures while ensuring a stable revenue stream for manufacturers. Customers pay for the service via online platforms, simplifying the process.

Real-world case. Kaeser Kompressoren offers compressors on a subscription basis. This allows companies to pay for equipment usage rather than purchasing it, with all data collected through the platform.

5. Dynamic Pricing Configurators

What it is. Product configurators allow customers to customize equipment to their needs, with prices changing based on selected parameters and market factors.

Application. This provides the ability to respond quickly to market changes and offer flexible pricing, which is especially important for large orders or industrial goods.

Real-world case. Schneider Electric employs dynamic pricing in its configurators, offering clients instant price calculations for customized equipment.

6. Omnichannel Platforms for Manufacturers

What it is. Platforms that integrate online and offline sales, helping synchronize operations across all channels through a single solution.

Application. Manufacturers can manage online stores, marketplaces, and physical retail locations through one platform, simplifying process management.

Real-world case. Michelin implemented an omnichannel platform that synchronizes tire sales through distributors and its website, ensuring a unified customer experience.

7. Virtual Showrooms for Heavy Equipment

What it is. Online showrooms where clients can explore products, receive consultations, and even interact with 3D models of equipment.

Application. This eliminates the need for in-person equipment demonstrations, which is especially useful for international clients.

Real-world case. Komatsu created a virtual showroom where clients can interactively explore their construction machinery and receive online consultations.