Readers of this paper will gain an understanding of how
business-to-business (B2B) e-commerce is evolving because
of the changing nature of buyers and because of the pervasive impact of the global online ecosystem. Even though analysts are closely watching B2B e-commerce and believe the potential market is significantly larger than the B2C economy, B2B e-commerce has been slower to evolve, in large measure because of fears concerning the disruption or cannibalization of traditional sales channels.
Included is a discussion of current best practices in B2B e-commerce, techniques for managing channel conflict as
well as key considerations for any business looking to add a “direct-to-business buyer” sales channel. The critical question for most businesses should be how to effectively manage the change in a complex, multi-channel sales and marketing distribution model.