The tipping point for our new new normal

One lasting impact of the pandemic may be the acceleration of multichannel selling. More businesses are realizing they need to align their channel strategy with how customers want to research and buy products today. It’s paying off: Businesses that sell through multiple channels generate 190% more revenue than those that sell through a single channel. 
And it’s not just retail. B2B and D2C sellers have growth opportunity here too. According to Forrester research, 73% of B2B buyers find buying through ecommerce, web direct, or marketplaces convenient. A McKinsey study yielded similar results. Furthermore, Forrester found that 68% of B2B buyers start their journey digitally before speaking with a salesperson and 71% do this before selecting a vendor. Gartner predicts that by 2023, 75% of B2B procurement spending will be via online marketplaces. 

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