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E-commerce sales generated from business-to-business (B2B) transactions outshine sales of the business-to-consumer (B2C) segment and are expected to grow in the next years. As the B2B market gradually expands, generalist players such as Amazon and Alibaba compete with emerging startups successfully implementing the marketplace model. Also, established distributors and service providers have seen their revenue from digital platforms increase over the last few years. Aligning with online shopping trends, the B2B purchase experience is getting customer-centric and buyers expect an even more streamlined checkout process than the one they are experiencing in most e-commerce platforms. Lastly, artificial intelligence (AI) plays a key role in innovation, as professionals adopt it to make smarter purchase decisions for their enterprises.