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

Taking a Page From the B-to-C Playbook
Unlike the well-developed, ubiquitous and fairly standardized shopping experience that online consumers have come to expect — and demand — buyers in the B-to-B space have struggled with a hodgepodge of homegrown sites or systems that have languished in legacy technology. In many cases, manufacturers offer buyers no online purchasing option at all, avoiding conflict with other sales channels altogether.