From the moment a customer arrives at your online store, whether or not they have a specific item in their mind, they’re expressing an interest in exploring your product range. The art of product discovery is making sure that this process is made as seamless and productive as possible.

Last year, close to half of B2B buyers were millennials - nearly double the amount from 2012. Millennials expect highly personalized shopping experiences from B2B, just like on their favorite DTC websites.

Featuring comments from top experts in the B2B ecommerce space and case studies from big brands, this guide takes a deep dive into modern B2B buyer, solutions to common B2B conversion challenges, tips for reducing B2B complexity, and tactics for creating frictionless ecommerce experiences.