How B2B businesses can improve the online sales experience

B2B vendors have much to learn from etailers when it comes to providing a user-friendly online shopping experience. What barriers are holding them back – and how surmountable are they?
Consumer brands have benefited enormously from ecommerce over the past 20 years. Innovations such as online marketplaces have enabled them to reach new customers, boost sales and expand their offerings. Many B2C firms have come to derive most of their income via digital channels, using the wealth of data these provide to refine their products and optimise their bricks-and-mortar presence.