Why web portals are the key to B2B success Digital Transformation Written by Ron Genin / August 6, 2024 As a new generation of B2B buyers demand fast, personalised, and self-service commerce, custom web portals have become crucial for helping businesses stay ahead of the competition. B2B commerce is evolving. By 2025, Gartner predicts that 80% of B2B sales will be held online. This charge is being led by Millennials, which make up 73% of the B2B market right now, followed swiftly behind by Gen Z. These are all customers who demand fast, easy, and personalised sales experiences that allow them to browse, buy, track, compare, and review products and services independently from home. It’s no wonder that 90% of B2B buyers now expect organisations to have a web portal. What is a B2B web portal? A B2B web portal is a secure, interactive platform that serves as a central hub for customers, partners, and suppliers to interact with an organisation. By aggregating and organising multiple sources of information, these portals allow users to access real-time sales data, browse and compare products, track orders and invoices, and manage real-time messaging and file-sharing tools, all in one place.