W2 Publishes "Media Commerce Strategy for Corporations" White Paper to Achieve "Preferred Corporate EC" in the AI Search Era

W2 Corporation (Headquarters: Chuo-ku, Tokyo; Representative Director: Daiki Yamada; hereinafter "W2"), which develops commerce platforms tailored to business formats, has independently defined "Media Commerce for Corporations" as the next growth strategy for corporate (BtoB) EC and has released a free "White Paper on Media Commerce for Corporations." This white paper systematically summarizes the overall structure, framework, strategy, and implementation of this concept.

This white paper is the second in a series, following the "Definition of Media Commerce" published in March 2026, which received a positive response. While the previous paper targeted general self-owned EC sites, this edition focuses on the specific decision-making processes unique to corporate purchasing, summarizing strategies and implementation methods specifically for the BtoB domain.

▼Download (Free)

White Paper on Media Commerce for Corporations ~The New Normal in Corporate Purchasing, Transformed by BtoB EC x Media~

https://www.w2solution.co.jp/useful_info_doc/btob_mediacommerce/

Background | Current Corporate EC Faces Structural Limitations

Corporate (BtoB) purchasing typically proceeds in the following five steps. The information required by the person in charge differs at each step, and the ability to meet these needs determines the competitiveness of corporate EC.

Research

Comparison

Internal Explanation

Approval

Purchase

However, current corporate EC can only digitally handle the latter two steps: "Approval" and "Purchase." The first three steps (Research, Comparison, Internal Explanation) are structured such that the person in charge proceeds by contacting sales representatives. EC sites remain designed as "pages for purchasing" and fail to meet the information needs of the consideration and explanation phases.

Furthermore, it is known that in 68% of cases, corporate purchasing managers complete their information gathering and candidate selection before contacting a sales representative.

Additionally, with the spread of AI search engines like ChatGPT and Perplexity, traffic to corporate websites via AI has increased by over 1,200% year-on-year.

To address these issues – "delays in digitizing the purchasing process," "confirmation of candidates before negotiations," and "changes in information gathering due to AI search" – W2 has defined "Media Commerce for Corporations."

Redesigning the Entire Purchasing Process with "Media Commerce for Corporations"

W2 defines "Media Commerce for Corporations" as follows:

"A platform strategy that integrates BtoB EC and media (specialized content) to complete the entire purchasing process – 'Research → Comparison → Internal Explanation → Approval → Purchase' – digitally."

By adopting media commerce, we aim to build trust before purchase through content such as virtual commerce, case studies, technical information, and support for internal approval requests, thereby maximizing the number of negotiations, LTV, and repurchase rates by resolving the担当者's (person in charge's) questions on the spot.

The "White Paper on Media Commerce for Corporations" released by W2 is an industry white paper targeted at corporate EC managers, BtoB marketers, and business executives.

Download here: https://www.w2solution.co.jp/useful_info_doc/btob_mediacommerce/

[For BtoB] Holding "Media Commerce for Corporations" Briefing Sessions

W2 regularly holds "Media Commerce for Corporations" briefing sessions. These sessions explain the overall concept of media commerce, which evolves EC sites from "places to sell" to "media that delivers information," in approximately 30 minutes. We encourage you to watch them for hints on future customer acquisition and sales promotion.

Reserve your viewing here: https://www.w2solution.co.jp/useful_info_seminar/btobec_construction/

About W2 Corporation

We are committed to the "success" of our customers' EC businesses and provide services tailored to their strategic phases, including commerce platforms that realize media commerce, various plugins that enable advanced strategies such as media transformation and AI utilization, and large-scale custom development according to customer needs.

Company Profile

Company Name: W2 Corporation

Representative: Daiki Yamada, Representative Director

Location: 5F, Ginza Shochiku Square, 1-13-1 Tsukiji, Chuo-ku, Tokyo

URL: https://www.w2solution.co.jp/

Inquiries regarding this service:

W2 Corporation, Public Relations Department

TEL: 03-5148-9633

MAIL: mrk.mrk@w2solution.co.jp