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

However, organizational buyers are increasingly demanding the same caliber of experience and sophistication they enjoy as consumers. Recent studies suggest nearly 60 percent prefer to buy direct from the manufacturer instead of through the channel. They demand a richer online purchasing environment and the flexibility to make purchases across multiple platforms and sessions. And they expect to be able to place, adjust and cancel orders in real time, as well as access technical data and comparison information with dynamic, up-to-the-minute visibility of inventory, shipping status, payment status and more. Most importantly, they expect to be able to use these features with ease while sitting at their office PC, on their tablet at home or on their smartphone while on vacation.