Manufacturers need to customize and compose their e-commerce solution
Globally, self-service and rep-assisted B2B e-commerce sales combined increased to 42% the prior year, while purchases through sales reps decreased to 42% by that same time. As B2B buyers are accelerating their shift to self-service, they want higher-quality interactions with sellers before and after the transaction. That’s because many products aren't a fit for purely digital selling.
Firms must continuously optimize their customer experiences and operations as well as react to opportunities and threats. For digital businesses, ongoing process change is normal — and a competitive advantage. Which means the software must also easily adapt. When acquiring business software, technology pros still commonly frame their choices as build vs. buy, an outdated and inaccurate notion. In the digital era, software is an expression of the business. Firms can't buy this; they must create it using a blend of customization and composition.