Contributed post.
For decades, the business-to-business buying journey was defined by rigid processes, formal procurement cycles, and limited vendor options. Purchasing was transactional, lengthy, and often opaque.
Image credit: Andrea Piacquadio on Pexels
But in recent years, a seismic shift has taken place: the expectations of B2B buyers are beginning to mirror those of everyday consumers. Mobile-first interactions, personalized product recommendations, fast delivery, and seamless omnichannel touchpoints—once hallmarks of B2C e-commerce—are becoming table stakes in the world of B2B.
This phenomenon is often described as the consumerization of B2B sales; a transformation that is reshaping how manufacturers, distributors, and service providers engage with their buyers and reduce friction in the sales process.
