As consumers, we tend to gravitate towards buying experiences that are easy, trustworthy and personalized.
We've grown accustomed to great online experiences in our personal lives, through our interactions with the advanced business-to-consumer (B2C) e-commerce sites of some of the top retailers. These experiences have also raised our expectations that (despite the added complexity) business-to-business (B2B) e-commerce experiences should be just as good.
Because of these expectations, consumer goods companies and manufacturers are challenged to establish flexible multichannel e-commerce platforms to meet the distinct demands of B2B, B2C and sometimes, B2B2C channels.
For these companies to solve this puzzle, delivering a B2C-style e-commerce experience is not just a defensive tactic: It also offers a huge growth opportunity.Continue reading