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Content Drives New B2B e-Commerce

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The pandemic drove e-commerce to new heights on the consumer side, as in-person connections were severed because of lockdowns and retail closures. For B2B e-commerce, it worked a little differently.

For the most part, I would characterize what I’ve seen in B2B as quite similar to B2C — with delayed onset and slightly less urgency,” said IDC analyst Jordan Jewell. “B2B orgs felt similar pain [to the retailers], with declining sales and physical channels closed, yet digital commerce wasn’t perceived as a savior to the same extent as in B2C.

That said, IDC projects B2B e-commerce growth to outpace the consumer side through 2024, and some B2B companies are making huge bets on e-commerce technology to catch up to the wild successes of their consumer counterparts.

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