Initially perceived as a tool for enhancing operational efficiency, digital commerce within the manufacturing sector has transcended its transactional origins.

For many manufacturers, shifting towards digital sales channels is a strategic move to meet evolving customer expectations. Digital platforms are better suited to address the demand for online convenience and personalized service, with self-service portals allowing customers to independently browse product catalogs, configure orders, and manage their accounts, which reduces the need for direct sales interactions and expedites the purchasing process.

The growing importance of digital commerce and its multifaceted roles within manufacturing organizations has led to a reevaluation of ownership of e-commerce initiatives. Traditionally managed by IT departments, these initiatives are now increasingly led by strategic commercial roles such as heads of sales, CEOs, and CMOs.

As manufacturers continue to invest in and evolve their digital commerce strategies, they will continue to unlock new growth opportunities and remain competitive in an increasingly digital marketplace.

This white paper examines how digital commerce has transformed from a supplementary tool to a core component of business strategy. Topics discussed in this paper are:

● The evolving landscape of e-commerce in manufacturing

● Strategic ownership and leadership in digital commerce

● Achieving growth through strategic e-commerce initiatives

● Digital commerce in the future of manufacturing