What are the driving growth in b2b?

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 The one-size-fits-all approach is quickly becoming outdated.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.