eB2B platforms are transforming how consumer-packaged goods (CPG) manufacturers reach fragmented retailers like small grocers and restaurants. These platforms offer integrated solutions such as multicategory portfolios and value-added services like financial offerings, promotions, and loyalty programs. CPG manufacturers have three strategic options: own an eB2B platform, partner with other companies, or sell directly to these platforms. To succeed, CPGs must understand market options, align their routes to market, negotiate effectively, and build capabilities to manage data and logistics within the eB2B space.

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