The Missing Link in B2B Commerce: Data-Driven Personalization

Somewhat lost in the avalanche of coverage around the COVID-fueled surge in business-to-consumer (B2C) ecommerce has been the equally impressive growth of business-to-business (B2B) ecommerce. As with many aspects of the pandemic, there was an acceleration of long-term trends: the global B2B ecommerce market size had already been projected to reach $20.9 trillion by 2027, expanding at a 17.5% Compound Annual Growth Rate (CAGR) from 2020 to 2027, according to Grand View Research. B2B ecommerce already generates nearly 4X as much revenue as its consumer-facing counterpart.

So on the macro level, B2B ecommerce is booming; in fact, major retailers including Walgreens and Walmart have recently expanded their B2B offerings. However, individual B2B merchants face numerous challenges in operating — and expanding — their ecommerce businesses.

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About the Contributor

About the Contributor

Mike Kim is Vice President Data & Analytics and Head of AArete’s Center of Data Excellence (CODE). Mike’s over 15 years of analytics experience includes technical delivery of machine learning/predictive models, implementation of advanced database designs, custom application development, and thought leadership for various analytic strategies. Representing healthcare, entertainment, professional sports, and numerous other industries, Mike co-leads AArete’s Digital & Data Services solutions and international expansion efforts. He holds a PhD in Health Policy and Management from Johns Hopkins University, a Masters of Public Health degree and a Bachelor of Arts degree in Biology from Brown University. Mike is a published author in Chain Drug Review, American Pharmacists Association, Mass Market Retailers, Retail TouchPoints, Advertising Age, Retail IT Insights, Managed Healthcare Executive, Property Casualty 360 and Financial Executives.