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In real life, however, if the scenario is more complex the use of supportive user interfaces becomes more necessary. B2B transactions are more complex in the sense that a B2B consumer has many more decisions to make regarding the product ranging from quantity, to several different kinds of products. B2B websites should be more user-friendly then B2C, but due to the complexity of the transactions, companies take advantage and put less effort on improving their sites. B2B transactions are usually big service contracts or big-bill purchases. The products and services that the B2B sites have to offer are usually very uncommon and with very complex specifications...
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