Brook Preiss (Power Maintainer)

It's because of how their molecules are built. Think of water molecules like tiny magnets. They stick together really well.

Alcohols have a special part called an -OH group. This part is also like a little magnet, so it's very attracted to the water molecules. This attraction is strong enough to pull the alcohol molecules in and mix them all up with the water. This is called hydrogen bonding.

But, alcohols also have a carbon chain part that doesn't like water. For smaller alcohols, like rubbing alcohol, the magnet-like -OH part is strong enough to make it dissolve. If the carbon chain gets really long, that part wins, and the alcohol won't mix with water anymore.

A massive driver is the widespread digital transformation. B2B e-commerce platforms are no longer a novelty; they're essential. Buyers simply expect a slick, consumer-like experience when making professional purchases.

This really ties into personalisation. The one-size-fits-all approach is quickly becoming outdated. Businesses are now leveraging data to tailor absolutely everything, from initial marketing messages to the final solution. And that's where AI and automation are key. They enable this hyper-personalisation at scale, making it efficient.

Essentially, it’s all about creating smarter, more valuable relationships with clients, not just transactional sales. The focus is now firmly on the entire customer journey, from start to finish.