2025年电子商务基准报告：消费品品牌与工业制造商的数字化成熟度及市场进入策略分析

Analysis of digital maturity and go-to-marketstrategies for consumer brands and industrialmanufacturers Research by NtaraCompliments of Akeneo and Bynder Executive summary Omnichannel growth continues to explode One in three brands plan to expand into new channels-mostoften marketplaces-while others continue to deepen theirpresence within existing channels to drive growth. Businesses are still betting on digital commerce Despite global uncertainty, 51% expect growth in 2025 and45% plan to increase budgets to support digital commerce.Many feel digitally mature, yet on par with or behindcompetitors. organizations, but many aren't dreaming big enough. Thosewho understand that PIM and DAM facilitate a bettercustomer experience in digital commerce report betterperformance, higher confidence, and higher digital maturity. 30-40% of businesses are unsure if they've seen any ROl. But the issue isn't the software-it's the implementation.Companies reporting high ROl focused on changemanagement, governance, and adoption. Research overview Mastering digital commerce is a journey Having an online presence is only the beginning-it's how you manage and deliver productexperiences that sets leaders apart. So, how do you stack up? In this report, we continue our annual benchmark study of two key groups: consumer productbrands and industrial product manufacturers. These businesses share a common goal-theydesign, make, market, and sell physical products across multiple channels. The study explores: : Omnichannel growth: Where businesses succeed and struggle when it comes to creatingconsistent customer experiences across channels.the product experience, which is key to driving omnichannel growth.: Product information management (PIM) and digital asset management (DAM) software:Why focus on PIM and DAM? Because they form the foundation of PXM. We examine howbusinesses use PIM and DAM to deliver consistent content and connected experiences. actionable analysis. By the end, you'll know where you stand-and what it takes to acceleratedigital commerce using PIM and DAM. omnichannel strategy, digital shelf analytics, buyer research, and ongoing analytics. We help brands andmanufacturers, such as Logitech and Hyster-Yale Materials Handling, execute PXM strategies, integrate PIM &DAM software, and create cohesive customer shopping experiences across all channels. Our research practicebegan in 1999. We provide PXM and customer research for our clients and conduct industry research on anongoing basis.Akeneo is the product experience (PX) company and global leader in Product Information Management (PIM). Leading brands, manufacturers, distributors, and retailers, including Chico's, CarParts.com, TaylorMade Golf, Railelevated product experiences through product data enrichment, syndication, and supplier data onboarding.Bynder goes far beyond managing digital assets. The Al-powered digital asset management platform enables teams to conquer the chaos of proliferating content, touchpoints, and relationships in order to thrive. Bynderenables more than 1.7M users across more than 4,000 organizations, including Spotify, Puma, Five Guys andIcelandair. With powerful and intuitive solutions that embrace the way people want to work, and a richlyintegrated ecosystem, Bynder is the brand ally that unifies and transforms the creation and sharing of assets,inspiring teams, delighting customers, and elevating businesses.Ntara | Akeneo | Bynder Research methodology 142UNIQUECOMPANIES 9.000+DATA POINTS Target audience from consumer brands and industrial manufacturers, many of which are headquartered in the Usmarketing, product, ecommerce, digital, and more. The survey collected data that reveals how companies bring products to market and how they leverage PIM and DAM software. However, this is not a software evaluation report. It's an exploration of how companies execute omnichannel, i.e., how they create a seamlesscustomer experience across multiple sales channels. Each participant evaluated their company'sdigital maturity and collective understanding of these systems. They answered questions aboutcompany performance and digital commerce budget year-over-year. In total, we surveyed 170people from 142 companies. We created two respondent groups byevaluating how each company, across avariety of industries, brings products tomarket. Those who primarily make and sellconsumer products were labeled"consumerproduct brands,' and those who primarilymake and sell industrial products were labeled"industrial product manufacturers" Earlyresults indicate that findings are highlyapplicable to retailers, distributors, resellers,and wholesalers. In addition to the survey, we also spoke with multiple business leaders, decision-makers, infuencers, and users of PIM and DAM software. These discussions provided additional contextfor the survey insights. #1: Omnichannel growth continues to surge. own terms. Whether it's a distributor placing a bulk