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Make it smooth. Reduce friction. Keep users moving. That’s solid advice. No one enjoys filling out a form with 10 unnecessary fields or dealing with a checkout process that feels like a maze. But you can’t fix friction if you don’t know where it’s happening. Big companies like Amazon, Netflix, and Airbnb don’t just guess where users are struggling. They track the right UX metrics, run experiments, and fine-tune their products constantly.

If you’ve ever worked on a digital product—or just used one—you’ve probably heard this advice a million times: reduce friction. Make things fast. Make them seamless. Remove anything that slows users down. That’s solid advice. No one wants to fill out a form with 20 fields just to sign up for an app. Nobody enjoys a checkout process that feels like solving a puzzle. But here’s the thing: sometimes friction is actually a good thing.

B2B eCommerce is finally catching up. While B2C has spent the last decade perfecting oneClick checkouts and AI-powered recommendations, B2B has been stuck in the past—relying on email chains, phone orders, and clunky procurement systems. But that’s changing. Fast. With B2B eCommerce sales already more than double D2C sales (we’re talking $7.7 trillion vs. $3.8 trillion), companies are finally realizing they need to streamline and automate the way they sell.