The typical B2B customer has morphed into a tech-savvy millennial, expecting content-rich experiences across all touchpoints. Appealing to emotional or impulsive buyers and addressing shopping cart abandonment is important for both B2C and B2B sellers. Both B2C and B2B customers are equally time sensitive, expecting intuitive login and purchase experiences. In fact, B2B buyers often look for the same digital experiences and store features (including mobile experiences) that they encounter as B2C consumers. Despite these similarities, the typical B2C and B2B buyer differs in many ways. B2B buyers, for example, rely on many different pieces of content to make a decision, employ multiple people in the decision making process, and rely on email for communication with sellers, all of which translates to longer sales cycles. Business buyers also prefer to use multiple accounts, shopping lists, addresses and checkout processes. This means that B2B buyers are more receptive to segmented, customer-specific pricing, tailored product specifications, accurate volume-based discounts, real-time inventory and shipping information.