How to: Succeed with B2B ecommerce
Axel Koehler, COO at Intershop, provides advice for five common challenges when starting an ecommerce programme
Until recently, most B2B companies relied on print catalogues, armies of sales reps and well-staffed call centres to drive and support customer purchases. Today, they are having to reinvent B2B selling, with sales channels increasingly moving online. Customers now expect B2C-like ecommerce experiences, and demand online access to B2B purchasing and self-management processes.
If B2B organisations want to stay competitive, they have no choice but to build a comprehensive digital ecommerce environment. This article highlights five of the key challenges.