Mid-market B2B companies are stuck in the middle
B2B commerce has changed dramatically over the past few years.
Today's buyers expect the same convenience they experience as consumers. They want to research products independently, access account-specific information, place orders online, and move seamlessly between digital channels and their account manager.
For many mid-market B2B companies, delivering that experience is easier said than done.
Traditional commerce platforms often lack the flexibility to support modern buying journeys. At the other end of the spectrum, fully composable architectures offer enormous freedom but often require the budgets, engineering capacity, and implementation timelines of large enterprises.
That leaves many organizations in an uncomfortable position. They know their digital experience needs to evolve, but the available technology often feels like a choice between two extremes.
The real challenge, however, isn't choosing the right platform. It's dealing with a commerce landscape where systems, data, and customer experiences have become disconnected.
We believe that's the problem mid-market B2B companies need to solve first.
Three signs your commerce stack is working against you
Disconnected systems create friction throughout the customer journey. While every organization is different, the symptoms are remarkably similar.
1. Your pricing and sales channels aren't aligned
Most B2B companies already have sophisticated commercial agreements in place. Customers have negotiated pricing, account-specific assortments, discounts, and payment terms.
