It’s true that many industries have experienced dramatic changes due to digital transformation. Over the last decade, however, manufacturers and distributors have experienced more than their share of change. While these forces of impact are both internal and external, it’s clear that eCommerce is one of the biggest drivers of disruption, particularly for small to mid-sized organizations.
It has been easy to blame a lot of this turmoil on Amazon, but the reality is that most of the disruption is caused by the complex nature of B2B commerce itself. B2B buyers are demanding a new experience based on their personal online consumption. Our customers are aspiring to a 100% self-service buying cycle, but the complexity of B2B always will require a hybrid commerce model that blends best practices when it comes to data, sales, pricing and technology.