Forrester has predicted that by 2021, B2B ecommerce will reach a total value of $1.2 trillion. Particularly with high value wholesale orders, clients expect the same (or higher) levels of service that direct-to-consumer businesses are able to offer. While the increase in millennials and their B2B buying power facilitates an increased need for a frictionless ecommerce experience, even within the more traditional wholesale and B2B businesses.

Whether selling directly or indirectly, online or offline, every B2B business is also a B2B digital business. And like all digital businesses, B2B digital businesses must now compete with a customer experience standard set by leading B2C firms. New forms of digital customer engagement, like mobile apps, chatbots, and more, are transforming B2B businesses, forcing them to fundamentally rethink how they go to market with their customers.