Launched in 1988, toy manufacturer Melissa & Doug LLC built its business by selling to mom-and-pop retailers. A decade later, it realized it needed to play in B2B e-commerce.

While its sales representatives were effective at servicing this customer segment as well as others—Melissa & Doug also supplies larger retailers such as Target and Walmart—the company realized its sales model needed to include B2B ecommerce to better serve the more than 10,000 small, local retailers that order $5,000 or more a year in product.

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