You might argue that this kind of consumer behaviour doesn’t apply in the business-to-business world. Really? On the contrary, one piece of research1 estimates that B2B online retail is projected to grow to $6.7 trillion by 2020, more than twice that of the B2C market. The same research indicates that this is due to the rapid migration of organisations from legacy systems to open, online platforms.
Companies are on a mission to transform traditional business practices. It’s what some refer to as digitalisation - the rush to the web to get visible, cut costs, and make it easy to transact business online.
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