2025 eB2B Benchmark
.png)
The Bigger Picture
A New Global Standard for B2B Digital Commerce
Built on DCG’s proven SEEC™ framework, the benchmark evaluates capabilities across strategy, data, content, execution, and more - helping organisations move from fragmented efforts to scalable, digitally-driven B2B growth. By participating, you will gain access to independent, actionable insights to help benchmark your capabilities, prioritise investment, and accelerate your competitive advantage.
Brought to you by Digital Commerce Global (DCG), this industry-first benchmark will define what best-in-class looks like in B2B digital commerce.
By participating, you will contribute to shaping the industry standard and unlocking insights to accelerate your capabilities and performance.
Why eB2B needs a Benchmark
For global brand manufacturers, B2B digital commerce remains complex and fragmented.Without a common framework or peer-based comparison, it’s difficult to evaluate maturity, identify capability gaps, or prioritise where to invest.This lack of clarity holds back growth and slows progress across teams and markets.
For global brand manufacturers, B2B digital commerce remains complex and fragmented.Without a common framework or peer-based comparison, it’s difficult to evaluate maturity, identify capability gaps, or prioritise where to invest.This lack of clarity holds back growth and slows progress across teams and markets.
Why participation matters
The eB2B benchmark enables global brand manufacturers to assess digital maturity across the capabilities that matter most — from strategy and content to platforms, data, and ways of working.You will gain access to clear, peer-based insights to uncover gaps, focus resources, and confidently prioritise where to focus your investment in B2B Digital Commerce.
The eB2B benchmark enables global brand manufacturers to assess digital maturity across the capabilities that matter most — from strategy and content to platforms, data, and ways of working.You will gain access to clear, peer-based insights to uncover gaps, focus resources, and confidently prioritise where to focus your investment in B2B Digital Commerce.
Independent & trusted
Run by DCG, the independent authority in digital commerce capability intelligence, the benchmark is built on our proprietary SEEC™ framework.The benchmarking process is peer-driven, and vendor/agency-neutral — ensuring unbiased, anonymised insights that are trusted by the world's largest brand manufacturers to inform capability investment.
Run by DCG, the independent authority in digital commerce capability intelligence, the benchmark is built on our proprietary SEEC™ framework.The benchmarking process is peer-driven, and vendor/agency-neutral — ensuring unbiased, anonymised insights that are trusted by the world's largest brand manufacturers to inform capability investment.
Features of the eB2B Benchmark
The DCG eB2B Benchmark evaluates digital commerce capabilities across 7 core pillars tailored to the unique needs of B2B.
The benchmark intelligence will deliver a structured view of B2B digital commerce maturity for global brand manufacturers, highlighting specific capability areas for development.
The benchmark intelligence will deliver a structured view of B2B digital commerce maturity for global brand manufacturers, highlighting specific capability areas for development.
eComm Marketing
Email & SMS, Search Engine Marketing, Print & Direct Mail, Social Media, Phone-based Campaigns...
Email & SMS, Search Engine Marketing, Print & Direct Mail, Social Media, Phone-based Campaigns...
Site Merchandising
Website/app user experience, Testing site design & content, Conversion Optimization, Promotions, On-site Advertising...
Website/app user experience, Testing site design & content, Conversion Optimization, Promotions, On-site Advertising...
Content
Product Categorization, Product Content, Product Image & Video Mgmt, Website/app Banners & Graphics, Website/app Copy
Product Categorization, Product Content, Product Image & Video Mgmt, Website/app Banners & Graphics, Website/app Copy
Analytics
Transaction Reporting & KPIs, Behavioral Analytics, Customer Journeys, Dashboards, Tag Management for Analytics Tracking
Transaction Reporting & KPIs, Behavioral Analytics, Customer Journeys, Dashboards, Tag Management for Analytics Tracking
Customer Support
Phone, Chat, Email Support, First Level Tech Support, Customer Onboarding, Website/app Administrative Tasks...
Phone, Chat, Email Support, First Level Tech Support, Customer Onboarding, Website/app Administrative Tasks...
Sales
Sales Team Training on eB2B, Goals & Incentive Setting, Change management, Sales collateral, Customer leave-behinds...
Sales Team Training on eB2B, Goals & Incentive Setting, Change management, Sales collateral, Customer leave-behinds...
Tech/Platform
Requirements/ features creation & management, Prioritization of site features/enhancements, Site/App user testing, Ticket escalation for break/fix...
Requirements/ features creation & management, Prioritization of site features/enhancements, Site/App user testing, Ticket escalation for break/fix...
We benchmark digital commerce capabilities of global organisations across 50+ global markets and 18 CPG/FMCG categories
How a global benchmark can help drive the eB2B conversation forward with Marta Dalton, eB2B expert (ex. Coca-Cola & Unilever)
A truly unique, independent framework that is full of detail, insights, and very tangible actions. We’re delighted to be participating in this new industry standard
Jamie Schwab
VP Global Digital Commerce
DCG’s SEEC benchmarking goes to a deep level of cross-functional capability analysis, giving our markets a highly actionable, independent level of intelligence to make critical digital commerce capability decisions.
Bożena Nawara-Borek
Global eCommerce Team Lead
DCG's capability benchmarking helps consumer brands understand where they are in terms of capability today, and where to prioritise investment tomorrow
Neel Arora
Global Head of eCommerce
Great to partner & leverage the scale of such a wide & diverse group to gain such valuable insights.
Phil Wilkinson
European eCommerce Director
Kellanova
Kellanova
This is extremely valuable, thought-provoking and enables us to set our strategy. The benchmarking delivers top down and bottom-up perspectives, and actionable recommendations.
Benoit Tonnot
eCommerce Director
We are on a journey to build best-in-class digital commerce capabilities, and DCG is a key partner. DCG’s understanding of the digital channel, rigorous benchmarking approach, and unbiased recommendations give us confidence that we are focusing on the right areas and working with the right partners.
Eric Lucari
Global Digital Comnerce Director
Love this work and looking forward to hearing how Unilever Digital Commerce benchmarks
Oliver Bradley
Digital Commerce Experience Design & Content Director
DCG’s Chinese benchmarking and analytics are powerful and show a deep understanding of the Chinese digital commerce ecosystem.
James Mounter
VP, Sales & Customer Dev, APAC
DCG's independence and integrity is perhaps unique on a global scale. In a very short space of time, we have taken big decisions, aligned with our global HQ. This has made us truly agile.
Nick Lee
Former VP, Market Leader, APAC
We ran the SEEC benchmarking in 15 markets which has helped us (1) recognise what is going well, and (2) put in place action plans to improve those areas where we are yet not confident and capable. SEEC helps us to pin-point opportunities for improvement, comparing to industry peers. Overall, I’d strongly recommend it.
Guy Keeling
VP Global Digital Commerce
Our leadership, European and APAC teams got great value from DCG’s benchmarking support. DCG is key to enabling various strategic decisions for the business.
Bobby Sheikh
VP Marketing
DCG is a key partner and source of digital commerce intelligence as we work towards our 2030 vision, and our objectives to build a connected commerce ecosystem
Danson Huang
Global VP, Omnichannel & Digital Commerce
FAQs
What is eB2B?
eB2B stands for electronic business-to-business, a digital commerce model that facilitates transactions between businesses through online platforms.
Can anyone complete the eB2B Benchmark?
The benchmark is open to all global brand manufacturers, providing a valuable opportunity to assess and improve digital commerce capabilities.
Why have I been asked to participate in this survey?
Participation will give your organisation access to independent, actionable insights - empowering your business to prioritise eb2b capability investment, and accelerate your competitiveness.
Are all answers anonymised?
Yes, all responses are anonymised to ensure confidentiality and privacy.
What will I get in return for my time?
All participants get access to the exclusive complimentary industry report, containing peer insights and recommendations.Participating brand manufacturers also have the option of local market/ business unit-level results and workshops with independent experts - designed to activate local market priorities to accelerate competitiveness. For options, email tom.buckley@dcg.ai.
eB2B stands for electronic business-to-business, a digital commerce model that facilitates transactions between businesses through online platforms.
Can anyone complete the eB2B Benchmark?
The benchmark is open to all global brand manufacturers, providing a valuable opportunity to assess and improve digital commerce capabilities.
Why have I been asked to participate in this survey?
Participation will give your organisation access to independent, actionable insights - empowering your business to prioritise eb2b capability investment, and accelerate your competitiveness.
Are all answers anonymised?
Yes, all responses are anonymised to ensure confidentiality and privacy.
What will I get in return for my time?
All participants get access to the exclusive complimentary industry report, containing peer insights and recommendations.Participating brand manufacturers also have the option of local market/ business unit-level results and workshops with independent experts - designed to activate local market priorities to accelerate competitiveness. For options, email tom.buckley@dcg.ai.