B-to-B commerce organizations have always operated in a complex multichannel world. Engaging customers in this world remains increasingly complicated. It requires a focus first on breaking down barriers — i.e., taking the necessary steps to minimize channel conflict with internal sales teams and outside partners and then going directly to the business buyer. For companies that can move nimbly to navigate the channel complexities and bring value directly to the business buyer, the future has never looked brighter for B-to-B online commerce.
Michael Chuma
There's little doubt that even though B-to-B e-commerce has so far lagged behind the evolution of its B-to-C counterpart, it will inevitably and rapidly penetrate most industries and business models. Faced with internal and external pressures to better serve their customers, control costs and improve margins, companies will look fervently to adapt many of the techniques, technologies and tools that have made purchasing B-to-C products and services online a rich and seamless experience.
