Culture Catches Up With E-Commerce, Now B-to-B is Catching Up With Culture

The next question then becomes, how do B-to-B companies match the success of B-to-C e-commerce giants?

The indirect result of an empowered generation of buyers is functionality of the consumer market has begun to bleed into the business world. The same shoppers who enjoy the functionality of Amazon and Alibaba are also business users. They expect that business applications will be as easy to use and functionally rich as those they use in their personal lives, inducing the consumerization of business technology and raising the bar for B-to-B e-commerce solutions. This required an intuitive, agile system that's capable not only of helping users quickly find what they want, but of suggesting new products before they even cross our minds.