Though a bit dated, this article provides a lucid and methodical approach to ecommerce sales

According to Forrester, U.S. business-to-business (B2B) ecommerce transactions are expected to reach $1.8 trillion by 2023. This would account for 17% of all B2B sales in the country.

Despite being slow to adopt ecommerce, B2B brands are increasingly looking to digital means to boost sales — a move driven by the success of Amazon Business and the changing B2B buyer demographic.

B2B Sector is Evolving

In 2015, Google found that close to half of B2B buyers are millennials, nearly double the number from 2012.

As the “typical” B2B buyer changes, a business’ sales process should too.

Where a Gen X buyer may prefer the handheld experience that a sales rep can provide, millennials expect that same personalized experience through streamlined, digital channels.

That leaves merchants to decipher the modern B2B buyer’s needs, without much available guidance.