Are Web2 Businesses Hesitant to Make the Leap to Web3? And What Are Other Businesses Doing About It?
Change can be a daunting thing. Even in the world of business, there is a tendency to cling to the familiar. And the virtual paradigm shift from Web2 to Web3 is certainly no exception.
The transition from Web2 to Web3 is more than a technological progression—it represents a fundamental shift in understanding and interaction with the digital world.
This new era, characterized by decentralized networks and powered by blockchain technology, is about empowering users to own and control their data and digital assets. That includes businesses.
To achieve the full potential of Web3, companies need to be in the space. Given the frequent news of hacks and exploits, many are wary of the tech. So, Web3 is still a largely unexplored territory for many traditional Web2 businesses.
Onboarding Web2 companies will add considerable value to the Web3 ecosystem. So what can be done to remedy this situation? Companies like OneSafe, BrainTrust, and even Taco Bell may have the answer. They are taking steps to help their Web2 counterparts and existing customers usher in a more transparent, decentralized future.
Why Web2 Businesses Are Reluctant to Embrace Web3
Despite the potential benefits of transitioning to Web3, many traditional businesses hesitate to take the leap. Some common reasons for this reluctance include:
- Lack of understanding: The concept of decentralization and blockchain technology can confuse those unfamiliar with it. A lack of understanding often leads to fear and skepticism. The fix: education. Make Web3 easy for normal, everyday people to understand.
- Fear of change: Web2 businesses have been operating under certain rules and regulations, and the thought of shifting to a new paradigm can be terrifying. Essentially, it comes down to money. Businesses, especially SMBs, don’t have much to lose. One hack or exploit can end a small company. The fix: Preach safety in Web3. Show businesses how to operate in DeFi and crypto without exploitation.
- Uncertainty about regulations: With the rise in popularity of cryptocurrencies, governments worldwide are still trying to figure out how to regulate this new form of currency. This uncertainty can make businesses hesitant to adopt it. Unfortunately, there is no easy fix for this particular problem.
- Perceived association with illegal activities: Due to its early adoption by dark web marketplaces, cryptocurrency is often associated with illegal activities, leading many traditional businesses to shy away from it. The fix: education…again. People need to better understand what the tech is, why it exists, and how it can help everyone.
Strategies for Inspiring Web2 Businesses
Most of the above concerns can be fixed with education and awareness. This is something that every DeFi and CeFi protocol can work on and strive to perfect.
It’s not hard. Breaking down blockchain and crypto can be done, and there is already a ton of easy-to-digest information ranging from how-to guides to educational graphic novels.
However, there are some other tactics that companies are using to help businesses be more open to trying out Web3:
1. Collaborate with Established Web3 Companies
Collaborating with established Web3 companies can help traditional businesses better understand the technology and its applications.
Partnerships provide an opportunity for both parties to explore potential collaborations and integrations.
A good example of this is the Microsoft and Ankr partnership. What began as a collaboration on a node hosting service is the foundation for the kinds of partnerships we’ll see in the future.
2. Demonstrate Real-World Use Cases
Showcasing real-world use cases of Web3 technology and how it has benefited other businesses can help alleviate traditional businesses’ fears or skepticism.
Nike, Taco Bell, and Coca-Cola are using NFTs to help promote products, try something new, and reach a wider audience. These are prime examples of how companies can try new loyalty programs using tech only available to Web3.
Companies like Braintrust are changing how the internet works, one dollar at a time. It’s the Indeed of the future. Thanks to blockchain tech, they can do everything similar companies do at a fraction of the cost while being faster and more efficient. They leverage Web3 and AI to help companies like Walmart, NASA, and Nestle find talent.
