THE ULTIMATE

B2B E-COMMERCE
GUIDE
TRADITION IS OUT. DIGITAL IS IN.
A DHL EXPRESS WHITEPAPER
2 B2B’s E-commerce Revolution

CONTENTS

The B2B revolution is here.

Are you ready? 03

What is B2B e-commerce? 04

The changing B2B customer 06

Meet your new B2B customers:

The millennials 07

B2B customer features 08

How the pandemic made 2020

the year of e-commerce 14

Spinning the e-commerce flywheel 15

Major challenges 16

Next steps: Identify where

you are in your journey 18
3 B2B’s E-commerce Revolution

THE B2B REVOLUTION IS HERE.

ARE YOU READY?
The B2B world is undergoing a period of intense transformation.
Traditional methods of B2B operations – from sales to customer “THIS CRISIS [COVID-19]
interactions; from fulfilment to order delivery – are changing rapidly. IS WIDENING THE
And while the B2B world was already moving online, COVID-19 DIGITAL DIVIDE AMONG
accelerated the process, meaning B2B transactions are becoming THOSE WHO MADE
more data-driven and less dependent on traditional one-to-one EARLIER INVESTMENTS
IN E-COMMERCE AND
sales activity.
THOSE THAT DIDN’T.
SOME OF THOSE
2020 brought with it great challenges, which exposed the need for B2B
supply chains to be more flexible. New, digitally-focused ways of doing
THAT DIDN’T, WON’T
things were brought in, and now their benefits have been felt, won’t be SURVIVE.”
going back. In addition, changing demographics habits mean that millennial Brian Beck, Managing Partner of Enceiba1
B2B decision-makers are further driving the digitalization of the sector as
they seek customer experiences more aligned with their B2C (business-to-
consumer) experiences.

It’s a paradigm shift for the industry, and B2B

businesses who want to make the most of cross-
border opportunities will need to adapt to
these changing buying behaviors – and
fast. We’ll show you how.

1 - Brian Beck, Tech Bullion, December 2020, https://techbullion.com/b2b-ecommerce-best-practices-for-2021/

4 B2B’s E-commerce Revolution

WHAT IS B2B
E-COMMERCE?
B2B e-commerce, or business-to-business
electronic commerce, describes order
transactions between businesses via an online
sales portal. In general, B2B e-commerce
is used to advance the performance of a
company’s sales efforts; because orders
are processed digitally, buying efficiency is
improved for wholesalers, manufacturers,
distributors, and other types of B2B sellers.

Emerging e-commerce technologies are reducing the

barrier to entry for traditionally B2B companies to
remove the middleman and sell direct-to-consumer
(B2B2C).

In this White Paper we will focus on the pure B2B

element of e-commerce – that is, a business selling to
another business, with the transaction happening in a
‘seller-free’ experience and without the need for any
traditional sales model.

A SNAPSHOT
OF GROWTH
OPPORTUNITIES
In 2019, global sales on
B2B e-commerce sites and
marketplaces jumped 18.2% to reach
US$12.2 trillion, outpacing the B2C
sector, and is projected to reach US
$20.9 trillion by 2027.

Forrester predicts the US B2B

e-commerce market alone will reach
US$1.8 trillion and account for 17%
of all B2B sales in the country by
2023. And this was pre-COVID-19…

2a - Statista, “In-depth: B2B e-Commerce 2019”, August 2019, https://www.statista.com/study/44442/statista-report-b2b-e-commerce/

2b - Forrester, “US B2B e-commerce will hit $1.8 trillion by 2023,” January 2019, https://www.forrester.com/report/US+B2B+eCommerce+Will+Hit+18+Trillion+By+2023/-/E-RES136173
5 B2B’s E-commerce Revolution

Whilst the digitalization of the B2B sector is increasingly

aligning B2B buyers’ expectations with their B2C experiences,
there remain some key differences between B2B and B2C
commercial transactions:

1. In B2B, the sale takes place between two business 6. In B2B, payment is in the form of credit sales,
entities, while in B2C, goods and services are sold to while in B2C, it usually involves direct sales using a
a customer for their personal use. localized payment option without any credit being
accumulated.
2. In B2B, decision and approval processes can be
complex and lengthy, involving the input of multiple 7. In B2B, product assortment and catalogs are
departments, while in B2C, the decision is made by a customized with unique segmentation to meet each
single customer. business customer’s requirements, while in B2C, it’s
generally the same for all.
3. In B2B, the size and value of transactions are
traditionally large with lower frequency, while in
B2C, they are smaller and often one-off (although
Fundamentally though, B2B and B2C are
repeat purchases do feature.)
about the same thing – selling goods to
people, and the expectations of these
4. In B2B, the terms and pricing are customer or order
two customer groups are increasingly
specific, reflecting individual customer relationships,
overlapping. But turning your B2B website
while in B2C, prices are likely to be fixed.
into an Amazon-like experience to make
5. The relationship horizon in B2B is long term, while in purchasing simpler is only half the story…
B2C, it tends to be short term.
 6 B2B’s E-commerce Revolution

THE CHANGING B2B

CUSTOMER
Think you know your typical B2B customer? Well,
it could be time to rethink. New technologies
may be aiding the digitalization of the B2B sector,
but this has also been driven by the evolving
demographic of the “average” B2B buyer.

As with B2C, it’s important to remember that there

is a real person at the end of every B2B transaction.
Their purchasing decisions are influenced by many
of the same factors that drive B2C customers, which
means they also expect the same customer experience
throughout their buying journey.

Research by Gartner found that 44% of

millennials prefer no sales rep interaction at all
in a B2B purchase setting, and projects that by
2025, 80% of B2B sales interactions between
suppliers and buyers will occur in digital
channels.3

3a - Gartner, “Future of Sales 2025: Deliver the Digital Options B2B Buyers Demand,” December 2020, https://gtnr.it/3sbRRu4
3b - Gartner, “Future of Sales 2025: Why B2B Sales Needs a Digital-First Approach,” September 2020, https://www.gartner.com/smarterwithgartner/future-of-sales-2025-why-b2b-sales-needs-a-
digital-first-approach/
7 B2B’s E-commerce Revolution

MEET YOUR NEW B2B

CUSTOMERS: THE
MILLENNIALS
Millennials, also known as Generation Y, now account for
73% of all B2B purchasing decisions4. Growing up with
the internet and mobile phones, they are digitally native
and more technology oriented than their predecessors.
B2C customer experiences in their personal lives heavily
influence what they expect from B2B transactions.
Think about what features you value when placing a B2C
order – speed, convenience, flexible delivery options…
these are what your B2B customers are looking for when
considering doing business with you.

Millennial buyers are more likely to avoid engaging with

salespeople early in the process, instead preferring to carry out
their own extensive online research before making purchasing
decisions – mimicking the behavior that is so natural to them in
their personal shopping habits.

Online is fast replacing sales teams as the place to

educate, engage and build brand trust with new
customers before a purchasing decision is made –
or even considered. Therefore, it is vital your B2B
company invests in a digital presence that feels
familiar to these new B2B buyers.

B2B customers were asked:

what is your top criterion when
choosing a new supplier?

Not having to wait for a sales

rep to get in contact: 52%

Online order tracking: 39%

The ability to place orders via

an online sales portal: 38%
Source: Sana4

4 - Sana, “How to Meet Buyers’ Demand for (Better) B2B E-Commerce,” February 2019, https://info.sana-commerce.com/int_wp_b2b-buying-process-2019-report.html
8 B2B’s E-commerce Revolution

B2B CUSTOMER FEATURES

Now you know that B2B customers are The major features influencing the customer journey
on B2B e-commerce platforms can be grouped into
migrating towards online channels to make their
five categories, outlined below. To shed light on these
purchasing decisions, how can your business categories, DHL’s research team conducted extensive
make an impact there? research, supported by primary, qualitative data
gathered from in-depth interviews.
Much more than just another touchpoint, a well-
implemented e-commerce platform will open new Consider these five categories as your guide to
opportunities and help your business reach and engage implementing a digital channel that will drive value for
new customers easily and effectively. your customers and increase your profitability through
higher market share and operational efficiency.
9 B2B’s E-commerce Revolution

1. DIGITAL INFRASTRUCTURE
A key feature highlighted by interviewees was the need to
heavily invest in digital infrastructure. They drive real value for
their businesses and customers by incorporating technologies
such as artificial intelligence, machine learning, big
data analytics and business intelligence
insights. These technologies
allow the streamlining of
internal and external business
processes to improve the
accuracy of demand planning
and forecasting.

Leading B2B providers integrate cloud-

based e-commerce platforms with their
Enterprise Resource Planning (ERP)
and operational systems. This facilitates
better real-time visibility and alignment
across the supply chain, making it easier for
them to exploit new business opportunities
and capture difficult to reach, low-volume
customers across the world.

TOP TIPS FOR YOUR

E-COMMERCE PLATFORM
You can enhance the customer experience
across your end-to-end business processes by
incorporating functionality and technologies.
Digitalization of your full product catalog, for
example, and the inclusion of a simple-to-use and
powerful search engine to find those products
are fundamental features. Additional features
such as mobile/tablet responsiveness, strong
data protection, secure online payments and
chat functionality have also become standard
expectations for most users of e-commerce
platforms, whether B2C or B2B.
10 B2B’s E-commerce Revolution

2. CUSTOMER EXPERIENCE
The research pointed to a simple but effective on-site search engine as essential to
enable customers to find and view the products on offer. The more sophisticated B2B
players integrate a more comprehensive suite of tools to help their customers navigate
their sites and find detailed information about the products, including mega menus,
video product demonstrations, website tutorials and competitor comparisons. Some
e-commerce platforms incorporate live online support to assist with any queries or
issues, which improves conversion levels and facilitates buying decisions. Research
by Gartner found that more focus on information systems (IS) and online support
results in increased customer satisfaction6.

TOP TIPS FOR YOUR

E-COMMERCE
PLATFORM
2020 was the year customer experience
surpassed price as the key differentiator
for B2B buyers. Now, 64% of buyers
place more importance on experience
than price, and 86% of buyers are willing
to pay more for a better experience7.
Whether it’s a complete digital
transformation or just a refresh of your
website, make the customer the center of
your focus for 2021. Every new feature
and every new project should start with
the question, “how does this improve the
customer experience?”

6 - Gartner, “Rapid Assessment Customer Satisfaction”, accessed on February 02, 2021, http://www.gartner.com/pages/docs/bvit/images/CustomerSatisfaction.pdf
7 - The XM Institute, “ROI of Customer Experience,” August 2018, https://www.qualtrics.com/xm-institute/roi-of-customer-experience-2018/
11 B2B’s E-commerce Revolution

3. PERSONALIZATION
Customers want personalized solutions and B2B e-commerce
companies are offering those via customer portals with content
organized around a number of parameters: past purchase
history, price optimization algorithms that meet
customized product price requirements, and configure-
price-quote (CPQ) software to make online quotes and
prices that are adjusted on the basis of the relationship.
Examples of price optimization and CPQ software include
Vendavo8, Navetti9, Blue Yonder10 and Oracle11.
The research found that most advanced B2B companies are using
the latest technologies to combine knowledge from both human
and machine in order to identify patterns of human behavior.
This moves them into the ‘cognitive commerce’ space, where
the platform can predict and anticipate future behaviors
of customers and use those learnings to personalize
the experience for specific customers. IBM Watson12
and Cognitive Scale13 provide cognitive commerce
platforms with wider applications across sectors.

Customer Relationship Management (CRM)

systems are used to deliver dynamic pricing and
support customers by offering commercial credit.
In many instances, buyers are permitted to
customize the final configuration of purchased
products, such as the packaging, handling, and
loading of products.

TOP TIPS FOR YOUR

E-COMMERCE PLATFORM
21st century customers are looking to source
globally, so your e-commerce platform should
be able to handle payment in any currency.
Improve customer satisfaction by providing clarity
around the associated costs for a cross-border
transaction, such as duties and taxes.

8 - https://www.vendavo.com/ 11 - https://www.oracle.com/index.html
9 - https://www.vendavo.com/vendavo-acquires-navetti-intelligent-pricing-made-simple/ 12 - https://www.ibm.com/uk-en/watson
10 - https://blueyonder.com/ 13 - https://www.cognitivescale.com/
12 B2B’s E-commerce Revolution

4. OMNI-CHANNEL
The research found that integration was most successfully carried out
through B2B omni-channel commerce; a multi-channel sales approach
combining traditional online, bricks and mortar stores, tablet and/or
smartphone options. This seamless integration increases customer
engagement and helps B2B companies to
amplify their business goals and targets
by reaching business customers globally.
Webrooming is another interesting customer
behavior that B2B customers are practicing
(it’s otherwise known as ROBO – Research
Online, Buy Offline). As individual consumers,
we’re used to cruising the internet for
information before going in store to make a
purchase. Now, this behavior is becoming
more and more popular within the B2B
environment: researching online, deciding
on a purchase, and then reaching out to a
sales rep to place the order. The different
touchpoints with the customer need
to be managed so that the overall
customer experience, right through
to the final purchase, is seamless,
irrespective of the channel used.

TOP TIPS FOR YOUR

E-COMMERCE PLATFORM
The customer experience is not over after a B2B
buyer clicks the ‘Buy Now’ button. To ensure a
truly seamless end-to-end process, don’t neglect
the delivery options you offer your customers.
Based on the experience of the B2C sector, there is
clear recognition that the customer experience can
be damaged by poor management of the last mile
delivery process, so invest to ensure that your final
touchpoint with the customer is a positive one.
13 B2B’s E-commerce Revolution

5. SYNCHRONIZATION OF
LOGISTICS
Perhaps unsurprisingly, many interviewees identified
the critical role of logistics in B2B cross-border
e-commerce. This is not just about last-mile delivery,
but also the overall fulfillment strategy.

To increase their competitiveness and address different

customer requirements, B2B e-commerce businesses
are emulating the strategy of online retail platforms
by providing multiple transport and delivery options
to meet different cost, transit time and/or service
requirements. Thanks to integration with the systems
of transport providers, their customers can select their preferred
solution with full visibility of the costs involved.

Synchronization of logistics operations in a cross-border context

is crucial and can be achieved through the integration of the right
technologies and data applications with the logistics service
provider. In today’s competitive world, these integrations enable
B2B businesses to offer cross-border solutions with the flexibility
to meet ad hoc or latent requests.

TOP TIPS FOR YOUR

E-COMMERCE PLATFORM
Think about what you expect from a B2C e-commerce
service – this should influence the build of your B2B
platform. Speed, reliability, traceability, convenience
and an effective returns and exchange policy should be
top priorities.
14 B2B’s E-commerce Revolution

HOW THE PANDEMIC

MADE 2020 THE YEAR OF
E-COMMERCE
Of course, it’s not just millennials pushing B2B towards a
digital revolution – the arrival of COVID-19 in early 2020 had
an unprecedented impact on the sector too.

With the pandemic ravaging the globe, your business may have
joined countless other manufacturers, distributors and wholesalers
which have relied on B2B e-commerce to keep operations going and
switched in-person sales meetings to online channels like Skype14.

If your business is now planning on keeping these new digital

methods long term, it’s not alone: only 20% of B2B buyers say they
want traditional in-person sales to return, even in sectors where
field-sales models have traditionally dominated, such as the pharma
and medical sectors15.

In addition, buyers are becoming more confident at making larger

value purchases online: 70% of B2B decision makers said they are
open to making fully self-serve or remote purchases in excess of
US$50,000, whilst 27% would spend more than US$500,00016 in a
single online order.

COMPANIES EXPECT THE CHANGES TO STICK17

Likelihood of sustaining new go-to-market for 12+ months % of respondents

April 2020 August 2020

Very likely 32 46 89%

Up 11.25%
Somewhat likely 48 43 since April

Unlikely 17 8

No go-to-market
4 3
changes

It is no longer a question of if you should move your business online but when and how fast. Many B2B companies that do not yet
have an e-commerce solution are now starting the process of looking for solution providers. Are you?

14 - Skype
15, 16, 17 - McKinsey & Company, “These eight charts show how COVID-19 has changed B2B sales forever,” October 2020, https://www.mckinsey.com/business-functions/marketing-and-sales/our-
insights/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever
 15 B2B’s E-commerce Revolution

SPINNING THE E-COMMERCE

FLYWHEEL
The Flywheel Effect is
a concept which says 1 Start to spin the flywheel by migrating your customers
from offline to online channels. If your team is
that “good to great”
implementing a new e-commerce channel, be sure to
transformations don’t communicate early and often with your customers. Ensure
happen instantly; instead, your online platform is user friendly with how-to guides
and FAQs. Think of the ease at which you can navigate B2C
as with flywheels, they websites - this is the new baseline.
require turn upon turn,
building momentum until a
point of breakthrough and
beyond. 2 Keep the flywheel spinning. Customer experience is now
key – roll out programs that spur loyalty, higher order
values, and increased purchasing frequency. By allowing
To support you on your both subscription-based and traditional one-off purchases,
you can lock in buyers and yield higher customer lifetime
journey towards having values. This will also produce data which can help your
an optimal e-commerce sales teams better understand your customers’ buying
behavior. Integrate partner software like Rebilla10 to manage
sales channel for your saved credit card information for individual customers, or
B2B company, we have technologies like PayWhirl11 for recurring billing.
analyzed the four phases
which play a vital role
in getting your own
“flywheel” spinning:
3 Make your e-commerce flywheel a vital part of your
business model. Align business processes and teams to
scale. Review your current organizational structure and
re-align roles and resources, hiring from outside your
organization if necessary. Once that structure is in place,
have a charter over budgeting and management decisions
that impact the digital team. A tool like BundleB2B12 can
better mobilize your sales team to access buyer shopping
lists, add products to cart, and complete order placement.

4 Have your e-commerce flywheel connect with others.

Internal channel conflict is a common pain point for
B2B organizations, so work to ensure your e-commerce
platform complements all your other sales channels. Your
digital team, alongside sales leadership, should champion
the benefits of technology-based customer self-service
and how it can actually help sales members retire and
exceed quotas. Only if and when a customer becomes
complex should an actual sales representative take over
the account; an approach that allows the team to focus
more on selling and less on order taking.

10 - https://www.rebillia.com/ 11 - https://app.paywhirl.com/ 12 - https://www.bundleb2b.com/

16 B2B’s E-commerce Revolution

MAJOR CHALLENGES
Despite the benefits of introducing an e-commerce platform to your business, it’s important to consider
some of the risks and challenges that sectors operating in the new B2B e-commerce environment will
face. Some, such as the fashion sector, will adapt quickly, whilst others, like the pharmaceutical sector,
will require a longer-term development plan.

The key barriers and challenges to B2B e-commerce growth were identified by supply chain experts
during DHL’s research (see Appendix for the interviewees):

N Employees will be required to upskill in order to accommodate the changing As with any new venture, the key
business and supply chain landscape. A ‘digital first’ mindset and being open
to innovation is required to drive success. to mitigating risks is to be aware of
them, and plan accordingly. Your
N Exchange rates, customs requirements, duties and taxes, and less developed
infrastructures can be challenging to deal with – take time to understand the e-commerce strategy should turn
implications of cross-border shipping to your primary markets. Transport
networks need to be agile to accommodate the new logistics demands. risk analysis into actions – such as
adopting alternative approaches
N Large companies with well-established B2B platforms will find it challenging
to compete with agile, start-up companies. They risk being left behind if they for achieving the same objective,
don’t react quickly to competition from these challengers – while not putting
profitability at risk.
or leveraging the expertise of third-
party partners such as DHL.
N Pricing will present further unique challenges. B2B buyers are used to
negotiating discounts for bulk or repeat purchases with sales reps. If pricing
is to be moved online, B2B businesses will need to consider alternate ways
to incentivize buyers – an easily implementable ‘buy more, pay less’ pricing
strategy, for example, or bulk discounts.
17 B2B’s E-commerce Revolution

NEXT STEPS
Whilst the benefits of B2B e-commerce are clear, you
may be thinking “where do I start?” As explored in this
White Paper, successful investment into cross-border
B2B e-commerce requires the streamlining of culture,
processes, and technology. Your strategy will need the
backing of senior management, collaboration across
business units, and the right mindset across
the organization.

But there are also some practical recommendations

which should be a fundamental part of your
e-commerce journey:

Customer Experience and Customer Service – they are the centerpoint of any B2C business, and B2B should
be no different. Your digital transformation should include simple, flexible, and convenient business processes
for improving customer experience. By combining the best of human and machines, your business can
deliver personalized services via online customer support, and utilize machine learning techniques to better
anticipate customer needs.

Partnering with an international express logistics company like DHL will give your business direct and
rapid door-to-door access to overseas markets, even for smaller batch volumes, providing better conversion
rates of latent demand and the opportunity to differentiate with a premium service offering. Such a partner
also provides several additional indirect benefits, including:

N Brand name recognition, providing credibility and trust for transactions between companies involved
in the supply chain.

N The minimizing of possible financial risks by enabling easy Duty and Tax payment options and
tracking and tracing of products.

N A global network of local partners and certified international specialists with the expertise and local
knowledge to support companies in targeting overseas customers and navigating across borders.
18 B2B’s E-commerce Revolution

IDENTIFY WHERE YOU ARE IN

YOUR JOURNEY
The aspects mentioned in the previous chapter will
guide ‘Novice’ level B2B companies as they start
their e-commerce customer journey.

Some of the key features that ‘Intermediate’ level B2B Finally, ‘Innovator’ level B2B
almost all B2B customers expect companies should typically have companies have all the features of
even from a ‘Novice’ level B2B all the features of ‘Novice’ level ‘Intermediate’ level companies. In
company are: companies but should also adopt: addition, they:

• Personalized content. • Search Engine Optimization • Emphasize specific features

(SEO) to increase market to achieve differentiation such
• Transparent pricing.
presence. as content marketing, high
• Interactive and detailed product quality product images and
• Effective online engagement
content. descriptions, layout of pages
programmes and a well thought
• Convenient buying processes and grouping of content, and
through Digital Marketing
such as e-commerce product videos and reviews with
strategy. B2B companies should
automation. social media integration.
be where their customers are:
Online. • Focus on front and back
office integration with the
• Customer-based personalization
If you have an established e-commerce platform.
such as e-portals, customer
e-commerce business, or specific pricing and product • Invest in delivery management
are just starting on your customization. with multiple options for
journey, these steps will logistics and shipping including
• Seamless multi-channel
help you transform your order tracking without login,
integration with ERP systems
business for the next automated dispatch messaging,
for real-time stock availability
industrial revolution: the and an integration of business
checks, multiple payment
dynamically growing, intelligence technologies.
options, and flexible checkout
cross-border B2B
with shipping/logistics options. • Use apps for buyers with online
e-commerce sector.
and offline options from digital
touchpoints.
19 B2B’s E-commerce Revolution

Our final tip? Once your digital sales platform is live, constantly
review its performance to highlight any weaknesses and help
establish benchmarks by which to set future KPIs. The greatest
B2B strategy you can adopt is this: test, optimize, re-test and
improve. Your buyer is constantly evolving – and you need to
keep up!

Do you have an easily accessible B2B webstore?

Do you sell internationally and state clearly on your home page that you offer
worldwide shipping?

Is your website available in multiple languages?

Do you have a simple and powerful search engine on your website?

Do you have detailed product descriptions and catalogs?

Do you offer online interactive support and product customization with easy
interaction options?

Are you offering self-help portals such as how-to videos?

Do you offer multiple payment options like credit card payments, extended
payment and localized payment?

This list is by no means exhaustive but should act as a starting framework by which
to benchmark your own level of e-commerce development.
 20 B2B’s E-commerce Revolution

YOUR B2B E-COMMERCE

JOURNEY STARTS NOW
As we hope this White Paper has demonstrated, cross-border e-commerce channels, but the payoff in
growth opportunities is unlimited.
the pace of the B2B sector’s e-commerce
transformation should not be underestimated. As international shipping specialists, we have the
Digitally-native buyers, combined with the ongoing knowledge and global presence to help you realize your
effects of the pandemic, are pushing through rapid cross-border e-commerce ambitions. We can support you
change in B2B supply chains. Along the buying to implement services into your B2B platform that will
optimize efficiencies and boost customers’ satisfaction,
journey, B2B customers want flexible, convenient,
such as tracking, order history, and Duty and Tax
and digitally-focused services more aligned with payments. And of course, we’ll be there for your last-mile
their B2C experiences. logistics needs too.

Of course, there are challenges when adopting new B2B Contact our Trusted Advisors today, and begin
digital processes. Even B2B players already established the next chapter of your business growth.
within their sectors will need to invest to optimize their

Disclaimer:
Several sections of this whitepaper are based on the earlier released DHL whitepaper: “THE NEXT INDUSTRIAL REVOLUTION HOW E-COMMERCE IS TRANSFORMING B2B”.
A 2018 DHL Express White Paper by Professor Michael Bourlakis, Dr Denyse Julien, and Imran Ali Cranfield School of Management.
https://www.dhl.com/content/dam/downloads/g0/press/publication/dhl_whitepaper_dhl_b2be_commerce_en.pdf
THE ULTIMATE
B2B E-COMMERCE
GUIDE
THE B2B E-COMMERCE REVOLUTION
A DHL EXPRESS WHITEPAPER