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In MDM’s recent State of E-Commerce in Distribution survey, we found that half of distributor respondents view growing e-commerce revenue from new customers using search marketing as somewhat or very ineffective. But most distributors should focus on growing e-commerce revenue from existing customers first, according to Jonathan Bein in The State of E-Commerce in Distribution.
Bein writes that he believes there is too great an emphasis on new customer acquisition through e-commerce for many of the respondents to the MDM survey.
“Once they have been successful at selling to existing customers, the focus can shift to new customers,” he writes. He also says that growing revenue from existing customers is generally easier than acquiring new customers.
The survey was sponsored by NetSuite, which is offering a whitepaper based on the survey featuring e-commerce trends in distribution. Download that whitepaper here.