Cashman did not comment on J&J’s volume of e-commerce sales or whether the company had set a goal for reaching a certain percentage of sales processed online. Instead of measuring online sales performance as a percentage of total revenue, the company will monitor and analyze the feedback it gets from customers regarding how J&J is helping them more easily do their purchasing jobs, she said. “When we can count how many smiley faces we get, that will be a metric,” she said.
Johnson & Johnson is No. 64 in the newly published B2B E-Commerce 300, which lists companies by their annual B2B online sales.