Competition has never been higher in manufacturing; more companies are competing for the same customer base, which makes differentiation a challenge. Personalization/customization of products and services is needed to stand out, but this push to meet consumer demands also adds complexity. In addition, the ways in which customers research and purchase products are evolving. Today’s buyers want to research, shop, and order on their own terms and time — something today’s manufacturers are not well suited to deliver. As manufacturers strive to transform their business, a digital commerce solution that customers can easily engage with to get the offerings they require is essential. These challenges will only be heightened as the long-term impact of COVID-19 becomes clearer. Manufacturers will be competing for limited spending and need to find new ways to connect with customers and drive demand until the global economy recovers.