Mastering the channel shift: How leading distributors provide excellent online buying experiences

B2B Online recently highlighted Watsco's transformative digital journey as a leading HVAC distributor and ecommerce powerhouse. With over two decades of ecommerce experience, Watsco has generated significant scale and consistent online volume while still having growth opportunities. The company showcases the importance of embracing evolution in building an ecommerce presence. One major challenge is rebalancing the roles of the website and salesperson to provide a consultative ecommerce experience that deepens customer relationships and drives growth. Enriching ecommerce platforms with supplementary content can drastically enhance user experience, while integrating with best-of-breed microservices enables more specific-to-company experiences. As businesses evolve their websites to be more consultative, they should prioritize customer needs and ensure that the platform is flexible and integrative. The future of B2B ecommerce is consultative, and with generative AI tools on the horizon, growth acceleration is imminent.