The fact that digital sales in all forms now make up more than three-fourths of all sales is hardly a new or revealing metric.

EDI dominates digital sales. By itself, EDI accounts for 61% of all sales. The true takeaway is that in an era of digital-first customers, B2B buyers use multiple forms of digital channels to research and buy products and services from sellers.

In fact, B2B customers are clear about what they want from suppliers: more channels, more convenience, and a more personalized experience. They want the right mix of in-person interactions, remote contact via phone or video, and ecommerce self-service across the purchasing journey, according to McKinsey & Co. …