Well, in the most part, the answer is that you get much better visibility of when the £20 grocery order from Amazon or Deliveroo will arrive, including regular alerts and real time tracking, than the £20,000 foodservice order from a wholesaler, where historically a 4 hour window agreed days in advance has been the best you can hope for.

It's good to see companies like JJ Foodservice closing this gap, with their recent announcement of using real-time data to provide delivery notifications to their customers - and one of the many ways in which B2B players can learn some lessons from the advances made by B2C players in terms of customer service in recent years.

In fact, we contend that B2B players should not just copy, but exceed, the benchmark set by B2C peers, given they have larger wallets to serve and much more longstanding, intimate, customer relationships.

We've written about this in a recent article where we explore the 3 main ways that B2B players can learn from B2C - and why it should be the other way round: 

What B2B can learn from B2C