E-commerce was already a fast-growing sector within B2B for several reasons, but primarily because the loyal B2B customer is becoming rare. Accenture recently found that 80% of frequent business buyers switched vendors in a 24-month period.* This is largely driven by an influx of millennials into business buying groups. Being digital natives, these younger buyers are accustomed to the turnkey convenience of consumer shopping experiences and self-served product and service discovery and research – and current events only have accelerated this trend. To meet their expectations, complex business selling and buying processes must be simplified.
