It probably comes as no surprise that business-to-consumer (B2C) buying behaviors influence our business-to-business (B2B) purchasing behaviors – a profound example of this being marketplaces. "Forrester estimates that the adoption of such [B2B] marketplaces quadrupled in 2021 alone and is poised for continued growth..." ("Scoring Our 2021 Cloud Predictions," Forrester Research, Inc., February 14, 2022)