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They can work together to convert individual buyers using customer data analytics.

Since digital commerce systems are built on CRM platforms, they help wholesale businesses understand consumer problems and interests which allows them to serve consumers better. Present-day B2B digital commerce software provide a 360-degree, real-time view of the customers.

Built on CRM, digital commerce systems are capable of improving the ability of sales and marketing teams to work together to serve consumers. This means that a marketing team can optimise content, a sales team can identify sales opportunity based on the customer’s browsing history. Combining these efforts can help boost sales and margins.

Digital commerce can also provide a seamless buying experience, as the articles notes that, B2B buyers are more digitally savvy and younger than before. An improved customer service through the use of digital commerce can also differentiate wholesalers from their competitors.

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