Traditionally, B2B businesses have been relationship-based. However, in the modern, digitally-centered buying process, 70% of buyers are now fully defining their needs on their own before engaging with a sales representative.  B2B businesses need to critically review their go-to-market strategy before it's too late. COVID has further fueled the rise of e-commerce. Also, with Facebook buying Kustomer, we are going to see ​a convergence of B2B and B2C. And marketplaces such as Amazon will play a key role in the success of B2B businesses. In today’s episode, we have our guest Brian Beck from Enceiba, who discusses key trends in B2B e-commerce, including the rise of Amazon's prominence in B2B product research and buying, and why manufacturers and distributors should be paying attention and acting now.  We also touched on the digital transformation landscape for B2B e-commerce businesses, and how CEOs can begin their journey of e-commerce enablement. If you are looking for research-based insights from an industry expert, long-time practitioner, and author who spent 4 years interviewing your peers and competitors, this episode is a must-listen for you.For more information on growth strategies for SMBs using ERP and digital transformation, visit our community at wbs.rocks or elevatiq.com. To ensure that you never miss an episode of the WBS podcast, subscribe on your favorite podcasting platform.