SUMMARY: Summer 2000 saw a boom in B-to-B marketplaces, or as some people called them, B-to-B exchanges. These Web sites were launched for almost every industry you can imagine - from coffee distributors to retail overstock liquidators. They hoped procurement professionals would visit in droves to do business online.
But business buyers proved resistant. No one doubted that an enormous amount of business would end up being conducted online someday. However, it takes time, a certain comfort factor, and a lot of persuasive marketing to bring buyers online. Many B-to-B marketplaces faltered and crashed before they could persuade enough of them....