nearly half of B2B buyers now make work-related purchases on the same websites and mobile apps they use to do their personal shopping.  It is a matter of convenience, habit, and a service the customer has come to understand and trust. We have probably all done it, and we are not alone. Even professional B2B buyers’ expectations have changed dramatically, driven by the simplicity and efficiency of online consumer sites. How people behave as consumers now drives what we expect at work, including how we interact with the manufacturers and distributors who supply businesses.

http://www.forbes.com/sites/brianwalker/2014/12/11/for-b2b-omnichannel-is-not-just-a-buzzword-it-means-business/