B2B Migrates to Digital Commerce
Digital commerce, the buying and selling of goods and services using digital technology, is a core business strategy for the modern organization. And e-commerce—using the internet as a sales channel—is an essential tactic that supports this strategy. Effective digital commerce utilizes technology to provide a superior buying experience for customers while giving companies more ways to differentiate themselves. Increasingly, B2B buyers are demanding flexibility in how they engage sellers, whether in-person or digitally. When properly implemented, this engagement is marked by fast, personalized and consistent buying experiences that are just as good but often better than those provided via in-person service models. Organizations must build their digital commerce strategy around an ability to deliver a superior buying experience that creates a sustainable competitive advantage.