蘑菇AV

How can brands and retailers succeed in the new era of mobile-first ecommerce?

By safeguarding data, B2B firms will reinforce customer trust and brand reputation. Blending AI with authenticity is a competitive strength. As AI adoption grows, B2B marketers look to preserve the human touch. 蘑菇AV half of B2B marketers think that AI reduces tedious tasks and boosts workflow efficiency, per an August 2024 Content Marketing Institute (CMI) survey.

It rolled out PayPal One this year to solidify itself as a major B2B player Issuing a PayPal Credit card shows PayPal is also looking to further entrench its well-known customer-facing business. This move also piggybacks on PayPal鈥檚 recent PayPal Everywhere marketing campaign, which encourages customers to use PayPal鈥檚 payment solutions鈥攄ebit, credit, and BNPL鈥攁nywhere they shop.

The company is still trying to find its footing after restructuring in 2023 and pivoting to enterprise and B2B customers. And tariff impacts have the potential to further slow growth, per its Q1 2025 earnings. BigCommerce won鈥檛 realize the gains from its payfac transition immediately. It will take time to convert customers to its in-house solution.

While marketplace app AliExpress was outlawed, parent company Alibaba maintained a presence through its B2B platform alibaba.com. PUBG Mobile was relaunched in 2021 by Krafton, a South Korean company with investment from China, as 鈥淏attlegrounds Mobile India (BGMI).鈥�. Among banned apps, TikTok was likely affected the most.

Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark.

According to B2B marketers, in-person events are the most effective way to drive leads. As Cannes continues to function as a laboratory for what's next in advertising and content, brands that show up with substance鈥攏ot just spectacle鈥攁re likely to walk away with more than photos on the Croisette. They鈥檒l leave with partnerships, positioning, and playbooks for the year ahead.

Human touch: Although businesses are solidly embracing AI鈥�47% of US executives expressed confidence in having agentic AI make decisions for customers in a February NLX survey鈥攙endors of B2B technology companies concede that AI-led support still needs a human touch.

While users can improve their content strategies, marketers can get clearer visibility on partnership impacts. 53% of B2B brands are increasing their influencer marketing budgets, per TopRank Marketing.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth鈥攂ut at a slow rate. Buyers鈥� preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to 蘑菇AV鈥檚 August 2024 forecast.

Key stats: We estimate that B2B healthcare and pharma digital ad spending in the US will eclipse $2 billion for the first time this year. That鈥檚 up from $630 million in 2019, a 233% increase. The final word: Providers don鈥檛 want to completely shut out pharma reps. But they won鈥檛 be bothered with inefficient in-person sales meetings that get in the way of their clinical responsibilities.

US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

鈥淭hey connect B2B marketers with buyers actively researching or purchasing business products, making them a high-intent, performance-driven channel that complements existing strategies.鈥�. Download the full report here. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Cryptocurrency volatility has tempered expectations for crypto payments. But it hasn鈥檛 erased them: Retail, remittance, and cross-border B2B payments remain in growth mode.

Delivery is a critical component of ecommerce fulfillment, but accessing this opportunity requires brands and retailers to navigate a complex set of options and find ways to meet rising consumer expectations.