Why are B2B brands lagging behind the e-commerce revolution?

The stats are clear: e-commerce is booming in B2B. But some brands in that space remain reticent to jump in fully. For The Drum’s e-commerce deep dive, Matt Binz of The Mx Group looks at the four reasons why.
Before the Covid-19 pandemic, Forrester estimated the US B2B e-commerce market could reach $1.1tn, accounting for more than 12% of B2B sales by 2020. Fast forward to 2022, and demand for global B2B e-commerce market size is estimated to surpass $18.57tn by 2026.
Pandemic or not,