Digitization of B2B sales in enterprises in Germany 2015

This statistic displays the findings of a survey on the process of business to business (B2B) sales digitization in enterprises in Germany in 2015. The survey was conducted online and gathered data from 2,745 sales managers at capital goods firms in Germany. Respondents were asked how extensively their company is driving the digitization of sales and responses were categorized into four groups. The most common response with 42 percent was that digital activities are being ramped up in line with a strategy. Close to as many sales managers stated that their company is ramping up digital activities but with no strategy behind it or that their company has no plans for digitization or the expansion of digital activities. The remaining 15 percent stated that they don't know how extensively their company is driving towards digitization.
When asked what their company's digital sales channel looks like, close to half of sales managers stated that orders as well as product configuration are possible. A majority of B2B e-commerce firms that operated in Germany offered invoice or advance payments. Other payment methods offered were less common. Since 2010, B2B e-commerce revenues in Germany have been growing between 19 and 38.4 percent a year.

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Release date

November 2015



Survey time period


Number of respondents

2,745 respondents

Special properties

sales managers at capital goods firms.

Method of interview

Online survey

Supplementary notes

* Source provides the following information on the respondents:
"The respondents work for companies in a broad spread of industries, with electrical engineering, automotive, mechanical engineering, metal production and metalworking featuring strongly."

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