Enterprises shift to digital channels to buy software: SAP

More than 80 percent of organizations no longer use the calendar to time their enterprise software solution purchases, according to a survey conducted by Futurum Research and sponsored by SAP.
sap-hana-erp-for-enterprises“Companies are moving away from traditional enterprise-buying habits in search of speed, transparency and simplicity on digital channels. SAP is ensuring our customers experience the most convenient, frictionless buying process as they engage in digital commerce on the online marketplaces SAP offers,” Sharon Ruddock, head, SAP Digital Commerce group, SAP.

SAP enables its customers to buy software from online platforms such as SAP Store, SAP App Center and

49 percent of the respondents cited moving to the cloud as the leading motivation in their shift to digital buying.

Supporting the needs of digital transformation efforts is also driving this change in buyer behavior, with 48 percent indicating the importance of shifting to digital purchasing.

Cutting costs and operational efficiency play a large role. Over 43 percent and 36 percent, respectively, highlighted these factors as key motivations for the move to online buying.

Customers want more transparency and freedom in their buying process.

Nearly 90 percent of respondents said they consider product trials to be an important feature in their digital buying process.

85 percent of businesses rated one-on-one online product and video product demos as very important when digitally buying enterprise software solutions.

Four out of five organizations noted that paid proofs of concept are important factors in making their digital purchasing decisions.

B2B customers are motivated by the ease and pace of B2C shopping.

Two-thirds of respondents cited time and resource efficiency as a primary reason for making enterprise software purchases online. About 45 percent cited convenience.

Forty-three percent noted operational speed as a principal motivator. About 37 percent named simplicity and less friction as top motivators.

SAP sponsored Futurum Research’s study covering responses from 1,000 decision-makers, business unit leaders, IT leaders and enterprise software buyers. They work for companies ranging from fewer than 500 employees to over 50,000 employees and across 11 major industries in North America, Brazil, the United Kingdom, Germany, France and China.