Digital Is Busy Transforming B2B Commerce

Until recently, most business-to-business (B2B) companies relied on thick print catalogs, armies of sales reps, and well-staffed call centers to drive and support customer purchases. But B2B customers have substantially shifted their research and transaction activities online — and onto their mobile devices. As a result, B2B companies have been forced to fundamentally rethink critical customer engagement strategies and core investments in commerce infrastructure. This report outlines Forrester's vision for how B2B eCommerce professionals can deliver value-added experiences by using content to drive commerce and by leveraging old and new channels to maximize customer reach. This is an update to the report "The New And Emerging World Of B2B Commerce," originally published on February 10, 2014.