Ecommerce usage has exploded since the onset of the pandemic, accelerating the growth of several key digital trends. One of these is the elevated expectation for a seamless digital customer experience. Today, business buyers expect the same frictionless, easy-to-navigate shopping journey when they make purchases for their business that they have when they’re buying for themselves as consumers.
This is having a dramatic impact on B2B transactions. Gartner predicts that “seismic shifts in B2B buying will dramatically reconfigure B2B commerce over the next five years.”
It’s not simply a matter of priorities. While elevating ecommerce has not been a focus for many B2B businesses, those that have invested in this area needed to overcome challenges including:
- Heightened regulatory attention to B2B transactions;
- The increased complexity and specificity of B2B purchases; and
- The fact that their customer’s decision-making processes are getting longer and more complex.
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