As B2B buyers become more digitally savvy, they prefer less human interaction and expect more from their digital interaction. COVID-19 has accelerated this expectation. B2B buyers expect a similar shopping experience to B2C buyers. This means B2B buyers expect the digital commerce platform to understand them and anticipate their needs as a sales representative might do. They expect better tools for researching and comparing products. They want to engage with organizations digitally without having to resort to a call or email to get a quick response and a good deal.
WHY IT MATTERS: B2B clearly is the next frontier for eCommerce. Underlying this is the need to gain customer understanding and possibly direct connection, especially for manufacturers.