Webinar Recap: The Evolution of B2B eCommerce in France

Host:
Guest Speakers: Olivier Thivent (SVP of Omnichannel Experience, Sonepar) & Xavier Rio (Global B2B eCommerce Manager, 3M)

Introduction

Jason Greenwood kicked off the webinar by setting the stage for a deep dive into B2B eCommerce trends, challenges, and opportunities in France. He highlighted the significance of regional insights from experts with global experience.

Key Topics Discussed

1. The State of B2B eCommerce in France

• France sits in the middle of the European digital transformation spectrum, with Scandinavian markets leading in adoption (~70-80%) and Southern European markets lagging behind.
• Sonepar sees 35% of its total sales (~€11 billion) coming through digital channels, including EDI, eProcurement, and self-service eCommerce.
• 3M operates with a dual digital strategy—direct eCommerce platforms for distributors and indirect sales through partner marketplaces.

2. Driving Digital Adoption

• For Sonepar:
  • Segmented approach: Large enterprises use punch-out solutions & EDI, while small businesses rely on mobile apps and digital storefronts.
  • Sales teams must buy into digital adoption—if they use the tools themselves, they’re more effective at onboarding customers.
• For 3M:
  • Over 80% of revenue flows through digital channels, with the majority coming via EDI.
  • Self-service eCommerce adoption varies by market, ranging from 10-30%.

3. Supply Chain & Fulfillment Challenges

• Sonepar: Invested over €2 billion in supply chain automation to enable rapid next-day deliveries, critical for electricians and industrial customers.
• 3M: Implemented API-driven inventory visibility, ensuring distributors can access real-time stock data for better planning and customer service.

4. The Role of Product Content & Merchandising

• Both speakers agreed that Phase 1 (basic digital product content) is complete, but Phase 2 (solution-based merchandising) is now key.
• Sonepar’s approach:
  • Shift from “product-driven search” to solution-based recommendations (e.g., suggesting related electrical components).
  • Ensuring seamless access to compliance documents, safety data sheets, and exploded drawings.
• 3M’s approach:
  • 40% of B2B buyers in France demand better product descriptions and PIM enhancements, based on recent surveys.
  • AI-driven content enrichment is the next frontier.

5. Pricing Strategies & Catalog Management

• Sonepar: Balances universal catalog availability with customer-specific assortment restrictions.
  • Manages pricing dynamically—general structure for most, but personalized pricing for long-term B2B relationships.
• 3M: Maintains a structured, ethical pricing model to avoid channel conflicts and prevent international pricing discrepancies.

6. The Future of Digital Commerce in France

• Both speakers anticipate faster eCommerce growth, with omnichannel models becoming the standard.
• The goal is not just moving transactions online but integrating digital tools seamlessly into every step of the B2B buyer journey.

Q&A Highlights

• Shipping incentives & digitalization: Free or discounted shipping is less of a factor in B2B than in B2C, but logistics efficiency remains critical.
• eProcurement & automation: While not the primary driver of sales, procurement automation is key for distributor relationships.
• Personalized customer experiences: The future lies in customizing digital interactions based on user roles, job types, and project needs.