An oft-overlooked benefit of B2B ecommerce tools is the value to internal sales and customer service teams. Both gain efficiencies from digital tools, resulting in happier customers that spend more money.
Ecommerce gives users — internal and external — the ability to help themselves. Moreover, many functions that customers require are the same as sales and service personnel. Data integrations can turn an ecommerce platform into an all-in-one information repository, answering questions of all parties and thus driving efficiency and revenue.
Hence modern B2B ecommerce software increasingly serves dual users: staff and customers.