A common misconception among B2B owners who are thinking of taking their business online is that their pricing needs to be visible for the customers to find – but it doesn’t. Katherine Scarrow, general manager of The Globe and Mail’s Content Studio, speaks with Randy Frisch, CMO of Uberflip, who says that an online experience driven by customization, content and thought leadership are increasingly more valuable for a company to include on its website than just sharing the product and pricing.

For more on trends, challenges and opportunities for B2B e-commerce success, watch the full discussion here.

More videos from this series

The case for going online
Although some small- and medium-sized Canadian businesses are hesitant to go online, some have built their companies around a direct-to-consumer sales model, such as Mejuri, a fine jewellery brand for everyday wear by millennial women.

Selecting the right carrier partner
When selecting the right carrier to deliver a company’s goods and services, small- and medium-sized B2B organizations should consider several factors to ensure a seamless execution to their clients.

Canadian SMBs online presence
Despite e-commerce expected to grow globally to about US$5-trillion by 2021 and 80 per cent of Canadian consumers pressing the ‘buy’ button, nearly half of all small- and medium-sized Canadian businesses either don’t have a website or don’t have an e-commerce functionality.

Choosing a carrier partner
When businesses are searching for a carrier partner to deliver its goods and services to consumers there are several factors to consider including coverage, variety, relationship building and ease of integration to its platform.

Paid acquisition versus retention
Should businesses be spending money on paid acquisition to promote their goods and services?

Advertising feature produced by Globe Content Studio. The Globe’s editorial department was not involved.