Don’t Personalize Your B2B E-commerce Site, Contextualize It

From the NAW Blog:

Personalization is table stakes for any successful e-commerce website that offers more than a handful of products. As the diversity of products grows and each item becomes more targeted in use, it’s not practical to present one’s full selection to all customers (i.e., “Results 1-25 of 151,432 products”). It falls to site merchandisers to refine those results and decide which products to present to each customer.

In this article, we’ll explore the complexity of personalization and the role of contextualization in driving impact and revenue in B2B e-commerce.

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