Mitigate Concerns Over Channel Conflict By Embracing Your Own Marketplace 

Business-to-business (B2B) manufacturers today are facing greater demand for frictionless buying experiences. But direct selling models pose a number of challenges for manufacturers including how to maximize conversions, leverage customer data and mitigate channel conflict.

The online marketplace model — where a B2B manufacturer showcases and sells inventory available through third-party channel partners — can help with this challenge. Manufacturers that launch their own online marketplace provide opportunities for customers to interact with them directly, harness and own customer data, and avoid channel conflict. 

Read the Forrester Consulting Study, commissioned by Mirakl and SAP Hybris, to find out:

• Why most manufacturers’ eCommerce digital experiences fall short
• Why manufacturers must seek new and better ways to meet customers’ expectations
• How an online marketplace helps deliver a better customer experience without causing channel conflict.