When the world came to a halt in 2020, a massive wave of digital adoption allowed consumer goods (CG) companies to merchandise and sell products directly to consumers as they flocked online to purchase the essential goods they needed. But digital adoption in the consumer goods industry didn’t just impact the business-to-consumer (B2C) space — it also affected the vast business-to-business (B2B) ecosystem of manufacturers, distributors, and wholesalers that work together to get essential goods to your local storefronts.

Organisations acted quickly to adapt to these new market conditions. In our survey of the industry, nearly all (99%) CG companies accelerated digital transformation in their B2B route to market. And that acceleration laid the foundation for brands to meet today's challenge of an uncertain economy while driving profitable growth.