Manufacturers in B2B face a unique challenge in eCommerce - a two-tier audience. On the one hand, their site must support the needs of their immediate customers: their distributors who sell their products to end-users.
But increasingly, end users are coming directly to manufacturer sites to learn about products and understand the benefits associated with each prior to purchase. These two audiences have very different needs, and the “right” experience” for one is very different from that for the other. Success online for manufacturers hinges on creating the right experience for both in a way that is simple to set up and easy to maintain.