What Many B2B Companies Get Wrong About Ecommerce

What's one thing many B2B companies get wrong about Ecommerce?

Too often, companies think Ecommerce is only about building a transactional web site. Build it, launch it, and customers will start buying. If only it were that easy. The fact of the matter is that success in Ecommerce goes far beyond just putting up a commerce-enabled site. Ecommerce success is borne from evolving the entire business—culturally, structurally, and operationally—to be "digital-first". This means demolishing traditional organizational silos, empowering your entire company to think digitally, and aligning all selling channels to achieve a seamless end user experience. Ecommerce isn’t the end of the sales team; it’s the beginning of a more efficient and effective organization, sales team included.

My upcoming book Billion Dollar B2B Ecommerce highlights the stories of more than 35 B2B companies that undertook the work to drive meaningful digital transformation. These pioneers integrated digital strategy throughout the organization, and today are realizing tremendous benefits from incremental sales and efficiencies that move well beyond just a digitally-enabled transaction. They are creating deeper connections with customers and gaining market share along the way.  

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