B2B organizations understand the tremendous opportunities a unified ecommerce approach presents for business. In fact, a recent study from Forrester Consulting, commissioned by NetSuite, reveals 62 percent of midmarket B2B sellers plan to adopt an integrated ecommerce solution.

Many B2B organizations purchase siloed, point solutions for each of their business needs resulting in disparate systems that can’t communicate with each other in real time or with high-level accuracy.

That old model won’t work with today’s business buyers. They expect consistent, relevant purchasing experiences across all selling channels. Suppliers who can’t provide a cohesive view of customer, order and inventory information will be at a competitive disadvantage.

To provide the best customer experience, the answer is a unified ecommerce platform. It allows suppliers to provide clients with real-time information by unifying ecommerce and back-end order management, CRM and accounting solutions into one system that creates a single system of record for the customer, orders and inventory information.

Despite the challenges and competition with the B2B market, many companies find ways to emerge and expand online. Learn more in Internet Retailer’s 2017 B2B Ecommerce 300 report. It ranks the largest companies by their projected 2016 online sales, plus provides insight into how top players among the B2B 300 dominate in key industries.

When it comes to the provider of a unified commerce platform for the top 300 -- NetSuite is the leading choice for many companies listed in the guide.

Leading chimney services and supply company Lindemann Chimney, ranked #212 in the 300 Guide, implemented NetSuite in just four months to fuel its omnichannel business spanning direct telesales, B2B and B2C ecommerce and Amazon distribution. Lindemann relies on NetSuite to run its end-to-end ERP, ecommerce, manufacturing, order management and inventory management systems to enable its expansion from a local services company to a national, omnichannel manufacturer and distributor.

“We wanted a single system for our entire business to help continue our growth and expansion into new markets,” Lindemann President Michael Boudart said. This solution provides business buyers and retail customers a consistent experience and seamless buying journey as they traverse both online and offline channels, from product purchases to service offerings, to help to increase brand loyalty and repeat purchases along the way.

For more information, download the Forrester study - Tomorrow’s Midmarket B2B Ecommerce Will Take Place In The Cloud.