Unstructured Data Stalls B2B Deals: Can Agentic Commerce Fix Carts?
For nearly two decades, B2B digital transformation meant converting analog friction into digital self-service where portals replaced catalogs, online forms superseded phone orders, and search engines became the primary engine for buyer research. Yet, despite these digital investments, enterprise buying cycles have hit an operational wall. Buyers now spend most of their purchasing journey conducting independent online research before ever speaking to a sales representative. They accumulate context across dozens of fragmented touchpoints, reading whitepapers, evaluating specs, and comparing vendors. However, this shift toward self-guided discovery has exposed a critical execution gap: finding information is no longer the bottleneck, taking action is. While research has digitized, the transaction mechanics remain stubbornly manual. Modern buyers are forced to act as human middleware. They research via one channel, manually aggregate product codes, cross-reference pricing tiers again...
