As part of the study, Sellty analysts compared the revenue and profit indicators of domestic b2b companies in the SMB segment from 2022 to 2023. Thus, in 2021-2022, companies only began their journey to digitalizing sales, implementing auxiliary tools such as CRM systems, digital signatures, electronic document management, and marketing automation platforms. And already in 2023, they deployed an IT infrastructure to automate wholesale sales and focused on improving customer experience, in particular, launching a wholesale online store.
According to the study, in 2022, companies' revenue increased by an average of 8% compared to 2021, while in 2023, the indicator grew to 25% year-on-year. Profit increased by 28% and 68% in 2022 and 2023, respectively. Sellty analysts attribute the growth in indicators primarily to the digitalization of wholesale sales. The B2b portal helped companies increase the number of new counterparties, increase their own share in current markets and enter new ones, as well as reduce the costs of current customers and increase their LTV.
According to a survey of platform clients, one of the three main reasons for implementing the portal (38%) is the highly competitive environment and the desire to strengthen their position in the market. There is a trend: as soon as several companies within the same industry start using b2b portals, other industry representatives also strive to switch to the same solution. As a result of business process automation, the revenue of such companies grows by an average of 10-50% annually. For example, in 2023, the revenue of a building materials manufacturer that implemented the platform increased by 9.32%, wood products by 43.43%, and household goods by 54.15%.
«The results of the study are proof for us that Sellty is on the right track. When we were just starting to develop the platform, we understood that a lot of resources would have to be invested in educating the SMB segment audience and shaping its demand for our product. At that time, companies did not yet clearly understand why it was necessary to automate wholesale online sales, and what this would give to the business. We decided to act proactively, and now we see that our efforts are paying off. However, launching an online store should not be the only digital initiative of companies. It is important to carry out comprehensive work on the digitalization of business, which will allow companies to develop sustainably, predictably increase profitability and be competitive. We see how the course towards automation, which companies are taking, is immediately reflected in the key indicators of their business, and we are happy to be a part of this», — comments Maria Bar-Biryukova, founder of Sellty.