Where B2C commerce thrives on experiential content and out-of-the-box functionality, B2B commerce1 thrives on integrating (existing) business processes and tools within the company's landscape.
That doesn't mean the user journey is irrelevant in B2B commerce, but it differs significantly from the journey in B2C commerce. In B2B commerce, multiple orders are often placed every day, repeat orders are very common, and several people are frequently involved in the ordering process. On top of that, B2B commerce requires a different kind of technological thinking to succeed. Examples include providing different levels of authorization for your own employees and for other people within the customer's organization, or displaying prices that can change constantly.
Because of the complex nature of B2B business, seamless technical integration is a prerequisite for success. Transforming and automating business processes in a way that makes work easier for both employees and customers will be reflected in revenue. B2B commerce holds huge untapped potential. Done right, it becomes an integrated part of the organization rather than just another sales channel.
1 B2B commerce: as discussed in the article “There’s No Such Thing as ‘the’ B2B, but There Are People,” “B2B” covers a range of areas. This article focuses on business operations and trade.
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