High Touch vs. High Tech: How AI Helps Distributors With B2B Ecommerce Sales (with abstract)

Article published by [[Other sources |Bloomreach]] and reviewed by Nikolay Sidelnikov
High Touch vs. High Tech: How AI Helps Distributors With B2B Ecommerce Sales (with abstract)
Published By[[Bloomreach]]
Publish DateJul 20, 2023
AuthorsKait Spong
Topics AI
Article Sizewords
Downloadable VersionNo
Page OwnerNikolay Sidelnikov
Summary AuthorNikolay Sidelnikov


The extensive article High Touch vs. High Tech: How AI Helps Distributors With B2B Ecommerce Sales by Bloomreach describes in details how distributors can use AI in their B2B eCommerce solutions to support and scale so-called High Touch approach. This article would be especially interesting for B2B eCommerce specialists because it is not limited to a description of possible AI capabilities but describes how this technology might be embedded into the business strategy of a particular value chain segment - B2B distributors.

At first, the article explains the idea of a high-touch approach.

According to the text, a high-touch approach in B2B distribution means focusing on personalized service and building strong relationships with buyers. It involves frequent communication, tailored services, and understanding each buyer's specific business needs. This approach aims to add value by managing customer expectations and providing dedicated support, such as inventory management and technical assistance. The goal is to help buyers succeed in their business and foster long-term relationships, even if it requires substantial time and resource investments from the distributor.

The text contains analysis of key advantages and challenges of this approach.


  • Deep Customer Relationships
  • Increased Value Perception
  • Competitive Differentiation


  • Scalability
  • Resource-Intensive
  • Dependence on Key Personnel

Then, the article describes the concept of a high-tech approach in the context of B2B distributors and lists its advantages and challenges.

According to the author, a high-tech approach in B2B distribution involves leveraging advanced technology to optimize and streamline the product discovery process for customers while reducing the workload for merchandising practitioners. This approach utilizes AI-powered tools like search engines with machine learning and natural language processing to deliver precise, relevant, and quick results without relying solely on human input. By investing in technology like AI search capabilities, businesses can compete effectively, simplify operations, and deliver enhanced value to customers, ultimately supporting sustainable growth and differentiation in the market.


  • Problem Solving
  • Scalability
  • Improved Customer Experience


  • Cost
  • Managing Customer Expectations
  • Being Disposed in a Product Liability Lawsuit

The third part is devoted to the ways how these two approaches can be combined to increase overall B2B distributor performance.

Simply put, we shouldn’t see these two strategies as working against one another; it takes the marrying of both approaches to be successful in the B2B eCommerce landscape.

The article reviews three ways in which distributors can apply AI in their B2B eCommerce strategy:

  • Site Search
  • Segmentation
  • Digital Merchandising

This article would be especially interesting for professionals and stakeholders involved in B2B eCommerce, technology innovation, and business strategy in B2B distributors, including:

  • B2B eCommerce Managers and Directors
  • Sales and Marketing Executives
  • Business Strategists and Consultants

Full article text: https://www.bloomreach.com/en/blog/2023/how-ai-helps-distributors-with-b2b-e-commerce-sales

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