Best Practice Report

Future-Proof Your B2B Commerce Strategy To Meet Customers Where They Buy

Vision: The B2B E-Commerce Playbook

March 8th, 2021
Allen Bonde, null
Allen Bonde
Caleb Ewald, null
Caleb Ewald
With contributors:
Stephen Powers , Kara Wilson , Diane Lynch


More than 30% of B2B technology buyers already make their initial purchases through a digital channel. But many products aren’t a fit for purely digital selling. Even as B2B buyers are accelerating their shift to self-service, they want higher-quality interactions with sellers before and after the transaction. This report explores why an omnichannel selling strategy that combines the best of the online and offline worlds is key to a future-proof commerce strategy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.