The last few years have seen a dramatic acceleration of B2B selling via digital channels—and market trends suggest that there’s no going back. B2B sales online grew 40% from $900 billion in 2018 to an estimated $1.3 trillion in 2020. Plus, customer expectations are rising. In a recent Gartner survey, 80% of B2B buyers said they expect the same convenient experience offered by leading consumer websites.
In this digital-first environment, it’s no surprise that one-third of B2B buyers use marketplaces to procure at least 50% of their business products and services.