ECommerce continues to be important for successful retailers, but as online extensions begin to mature, many merchants are looking to the omnichannel shopping experience as the next step.
Online shopping has paved the way for the rise of niche retailers - people who sell obscure items that are made specifically for unique target audiences.
Retailers often need to cast a wide net and reach the broadest audience possible to achieve success in the highly competitive industry. Even niche retailers still need to engage a large, dedicated customer base to make their eCommerce operations work.
B2B merchants typically serve smaller audiences, but at the same time, they do much more business with these customers. This means it's critical that retailers take the time to learn about their clients so they can serve them better.
