CASE STUDY Whether to Build or Buy in B2B eCommerce: A Leading Beverage Distributor’s Perspective Why one of the largest alcoholic beverage distributors in the U.S. chose Handshake’s o-the-shelf platform instead of a custom B2B eCommerce portal. VS.Handshake's B2B eCommerce platform supports the complexities of wholesale alcohol distribution. Case Study – Whether to Build or Buy in B2B eCommerce: A Leading Beverage Distributor’s Perspective | www.handshake.com 1 The Johnson Brothers Backstory 1953 Founded by Lynn Johnson 1993 Chief Information Ocer Haseen Alam joins company 1999 Attempted to custom-build a B2B ordering website 2018 Successfully launched B2B eCommerce with Handshake The prevalence of Software-as-a-Service (SaaS) solutions in the B2B marketplace begs an important

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