It’s no secret that business-to-business buyers have come to expect the same ease and convenience of online buying they enjoy for personal shopping experiences when it comes to making corporate purchases.

With Forrester Research conservatively estimating nearly $560bn in B2B e-commerce transactions in 2013, B2B companies are facing immense pressure to deliver this kind of consumer-friendly online shopping experience.

However, building a multichannel ecosystem without upsetting existing channel relationships is a real challenge that requires balancing the concerns of referral and resale partners with the needs of end-customers. Aside from channel conflict, internal resistance can also make the transition difficult.

Developing a direct online sales program requires carefully balancing business buyers’ needs with those of the existing channel partners and internal stakeholders.

In addition to devising a well-thought-out strategy, consider partnering with a technology provider who understands the challenges, and has a proven track record for success in overcoming them.

The right technology and a smart plan can make the transition a much smoother and more successful endeavor, allowing your business to take advantage of the lucrative B2B direct sales opportunity.

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