Overcome the B-to-B E-Commerce Challenge by Thinking B-to-C

If such rich opportunity awaits, why then has the commerce model for the B-to-B online experience been so slow to evolve? One of the biggest reasons is fear. Many businesses looking to add a direct-to-business buyer channel worry about disrupting or cannibalizing their traditional sales channels. While the impact a direct sales channel can have on a B-to-B business can't be ignored, businesses looking to move to a direct model must consider the needs and expectations of the end customer.