By 2025, 80% of business-to-business (B2B) sales interactions between suppliers and buyers will occur over digital channels, said Gartner’s 2022 Strategic Roadmap for B2B Digital Selling report. It had also said that 2021 would see the total number of B2B digital commerce transactions overtake the total number of B2B direct sales transactions. A major part of this digital wave is being driven by cloud computing. Today, cloud-based platforms are built to support complex pricing models and diverse product portfolios and deliver custom experiences to different customers. Several cloud providers are offering bespoke solutions to B2B players, including for the FMCG sector.