B2B market fails to leverage opportunities in digital commerce due to unstructured product content

written by:

Ian Stuyver


In order to continue meeting customer expectations, a growing number of organisations in the B2B market are moving towards some form of digital commerce. However, few B2B organisations have already optimised their e-commerce platform to such an extent that they have been able to compete with the leading examples from the B2C world. In practice, one crucial step is still skipped too often: structuring the product information. When product ranges could well contain hundreds or even  hundreds of thousands of items, a Product Information Management System is essential in simplifying how the information is managed, but also in providing an optimal customer experience.