Businesses in the Asia Pacific Region – even worldwide – understand that digital commerce is now a key aspect for any business to survive in a rapidly evolving digital landscape. At first it might look simple, “we need to be present online and be able to sell my products/services online.”
Businesses would put up social media pages, invest in a website, upload videos on Youtube and be present in almost all platforms. But, that’s where most businesses realise that being present alone does not mean they can meet their performance expectations and compete with more digitally advanced competitors.
“Many businesses invest in online channels and digital infrastructure, yet struggle to reach their full growth potential”
A lack of clarity around their digital maturity leads to poor customer engagement, underperforming digital sales channel, and disorderly integration of new technologies.
Without a clear roadmap, even the most ambitious digital transformation strategies can fall short, leaving companies vulnerable to more digitally advanced competitors.
Mature Digital Commerce Makes Meeting Goals Easier
A recent Gartner for Marketers study showed that only 27% of digital commerce leaders that they surveyed exceeded their senior leaders’ expectations for revenue and profitability. This indicates that, while digital commerce remains a priority for most organisations, many still struggle to optimise their digital channels to meet higher-level business goals.
The acceleration of digital commerce due to the pandemic led it to an elevated strategic importance. As physical shopping behaviours shift back towards a hybrid approach, organisations must now find ways to balance digital and offline engagement without losing momentum in their digital efforts.
- Companies with advanced digital commerce maturity are better positioned to outperform their competitors, as they have the foundational capabilities needed to not only scale but also sustain long-term growth.
- These mature organisations are 32% more likely to exceed their performance goals compared to those with less developed digital commerce strategies. This highlights the direct correlation between a company’s digital commerce maturity and its ability to deliver sustainable revenue growth.
Why Reaching Digital Commerce Maturity Isn’t as Easy as It Seems
Underperforming sales channels and the arduous process of optimising the buyer journey is a major pain point. As the competition for customer attention grows fiercer, both B2C and B2B organisations must navigate an increasingly crowded space where traditional sales channels are converging with new, digital-first experiences.
“Many B2B organisations are still in the early stages of digitising their existing channels, while B2C companies must innovate continuously to stay relevant.”
Without the advanced digital infrastructure to support seamless integration and personalised customer experiences, these businesses may find themselves falling behind in key areas like profitability and market share.
If sales channels are underperforming, a common solution organisations use to upgrade existing or non-existing technology. We see the integration of AI systems, automation softwares, big data analysis and more. But, this can further complicate the situation if not done right.
The Gartner study found that 90% of surveyed marketing leaders are expanding their investments in digital commerce capabilities, with a particular focus on customer experience and digital-first value creation.
However, many organisations lack the foundational digital commerce maturity to fully leverage these technologies yet.
For companies still in the early stages of their digital journey, the introduction of tools such as AI-driven analytics and automated marketing systems can lead to frustration and inefficiency if the necessary infrastructure isn’t in place.
Starting with a Digital Commerce Maturity Assessment
This is why a Digital Commerce Maturity Assessment is crucial. Businesses that take the time to evaluate their digital commerce capabilities gain a clearer understanding of their strengths, weaknesses, and the steps needed to drive sustainable growth.
A comprehensive maturity assessment helps organisations align their existing technology, operations, and customer experience strategies, creating a roadmap for long-term success.
Gartner’s findings emphasise that advanced digital commerce maturity is linked not just to short-term gains, but also to future-proofing the organisation for continued growth in an increasingly hybrid consumer environment.
86% of surveyed CMOs reported that digital commerce will be the most important route to market in the next two years.
As a result, companies are ramping up their investments in digital channels, despite facing budgetary constraints.
Leaders must ensure these investments are strategically aligned with long-term goals and flexible enough to deliver value across multiple time horizons. This means not just adopting new technologies but embedding them into the very fabric of the organisation’s operations, ensuring they drive measurable outcomes in both the near and long term.
Digital Commerce Maturity Assessment Process
Advancing your organisations’ digital commerce maturity can be a daunting undertaking, especially if you don’t know where to start and which ones to prioritise. With the right approach, the process can become much more manageable. Here’s a look this process:
1. Data Gathering and Interviews
The process kicks off with thorough data collection—both qualitative and quantitative—to gain a deep understanding of your business environment. Through in-depth interviews and analysis, key areas for improvement and growth are identified, giving you a clearer picture of where your digital commerce efforts need attention.
2. Evaluation of Existing Digital Capabilities
Next, your current digital capabilities are evaluated. Experts assess your technology infrastructure and digital operations, measuring strengths, weaknesses, and areas that need optimization. This step is crucial for pinpointing where improvements can have the most significant impact, allowing you to focus resources on high-priority areas.
3. Actionable Strategies and Prioritization
After gathering insights, the next step is to develop actionable strategies. These recommendations are customised to your organisation’s needs, designed to improve efficiency and align with your broader business goals. The focus here is on practical steps that can lead to immediate improvements, building a strong foundation for long-term success.
4. Blueprint
Finally, this process results in a clear, actionable roadmap—a blueprint that outlines the key initiatives, their priorities, and a timeline for execution. This plan empowers your organisation to make informed decisions and implement solutions that not only boost efficiency but also help you stay competitive in an ever-evolving digital landscape. By following this blueprint, you’re better equipped to achieve long-term success in your digital commerce journey.
Taking the Next, Necessary Steps
Working on a digital commerce maturity assessment is essential for all organisations as supported by hard data from multiple studies pointing that it will be the next route to market.
It all begins with identifying your organisation’s unique scenarios and issues, then using an expert-led structured assessment approach, identify specific areas for improvement and create customised strategies meant to support growth.
With a clear roadmap in hand, organisations are best positioned to leverage digital capabilities, enhance customer experiences, and ultimately achieve sustainable success
As digital commerce plays a bigger role in achieving your organisations’ performance goals, maturity not only sets your business for immediate challenges but also prepares the stage for long-term resilience and adaptability in an ever-changing market.
