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Digital technologies have not only changed the way business professionals research and buy products, they‘ve raised the bar on expectations for great buying experiences.
While many business-to-business (B2B) companies realize that the B2B commerce journey is evolving, some fail to understand that today they are not just vying for business against their traditional direct competitors. The market for B2B commerce also has the attention of online marketplaces like Amazon, Google, eBay and Alibaba, and this is creating a scenario where the same digital transformation experienced in business-to-consumer (B2C) markets is poised to impact B2B.
