Industrial manufacturers are facing a profound structural shift. While finished goods margins shrink, the aftermarket — including spare parts and maintenance services — delivers margins up to 4x higher.

Yet, most OEMs are losing this critical revenue to non-genuine suppliers which now represents 65% of the market.

The reason isn't quality it’s accessibility. While B2B buyers demand seamless online experiences, only 36% are satisfied with current OEM offerings.

Download this whitepaper, produced by Copperberg and Mirakl, to learn how leading OEMs are turning "where to buy" into "click to buy" while keeping their dealer networks at the heart of the journey.

Inside, you'll discover:

• The 4 structural forces: A deep dive into margin compression, rising buyer expectations, channel complexity and the rise of non-genuine competition.

• The commerce maturity journey: A 6-stage framework to evolve from static "where-to-buy" websites to advanced agentic commerce.

• The "diagnose, decide, buy" workflow: How AI-powered diagnostic engines turn complex service journeys into intuitive, single-platform experiences.

• Real-world success stories: How leaders like Toyota Material Handling, ABB and Airbus are using commerce orchestration to drive triple-digit growth and reduce lead times.