Everybody recognises the B2C ecommerce phenomenon. In June 2017, Forrester announced in a report that B2B ecommerce growth would remain 12.1% per annum and will reach USD 1.2 trillion (13.1% of US B2B sales by 2021). The analysts estimate that the total percentage of B2B buyers will rise from 38% to 55% over the next four years. The 2018 B2B Ecommerce Report from Bigcommerce.com reveals that 41% of B2B retailers expect B2B online sales to grow more than 25% in 2018.
The B2B buyer is changing, so should business’ sales processes. While the older buyers may prefer a direct experience with a sales representative, younger buyers, especially millennials, expect a personalised experience through digital channels.