Younger buyers moving into B2B procurement roles carry their consumer expectations with them, and Master B2B’s reporting has found this shows up concretely: fast and accurate search, rich product detail pages, ratings and reviews, personalized recommendations, transparent pricing, and low-friction checkout. The hosts have framed the gap less as B2B lacking some secret B2C formula and more as a difference in digital maturity, since B2C companies simply worked on these problems earlier. The most mature B2B companies today rival the most mature B2C companies on experience; the issue is how many B2B companies remain well behind that bar.
Consumerization of B2B
The trend of B2B buyers expecting the same ease, speed, and personalization from business purchasing sites that they get from consumer platforms like Amazon.
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What B2B Can Learn from B2C Merchandising