Fifty percent of B2B companies currently selling online expect that half or more of their total customer base will be buying online from them within three years. Further to that, B2B companies are already seeing average annual online sales growth of 19%, according to a new Forrester/Internet Retailer survey of 100-plus B2B eCommerce professionals.

But with the shift to online selling comes a slew of complications to the B2B ecosystem, where B2B buyers increasingly bring their B2C expectations to the workplace. And to make things more difficult, B2B companies must not only find a way to meet these expectations but must do so while competing with Amazon and Google, which are each stealing share and controlling B2B lead generation.

According to the study, while 48% of B2B eCommerce execs say they deliver a “better” customer experience than their direct B2B competitors, just 17% indicate that their company’s customer experience is “better” than Amazon’s.

B2B execs must also prepare for mobile’s impact — Forrester anticipates B2B mobile traffic will soon match the 22% we currently see in B2C.

Learn more about the research here.