B2B ecommerce is expected to become a $1.8 trillion market and account for 17% of all B2B sales in the U.S. by 2023. Driving this growth is the increasing number of millennials stepping into decision-maker roles within their organizations. As these digital natives stand at the helm of many B2B purchasing decisions, it’s crucial to understand the ways in which millennials are redefining the traditional notion of B2B sales.

In looking at the numbers, millennials (ages 23 – 38) are currently the largest generation in the workforce, according to PEW Research Center. Furthermore, according to a 2014 report from Google, millennials comprised nearly half of all B2B buyers (and we can assume that this number has only increased over the past five years).

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