Marketplace communication channels in most industries are complicated by the presence of thousands of buyers and sellers maintaining business-to-business (B2B) relationships with one another. The conglomeration of these channels has produced an intricate network of unique relationships between these partners that simulataneously encourages inefficient, non-standardized, information-flow transaction platforms. Through trading partners such a sales representatives, brokers, or distributors, u22Buyer Au22 maintains a unique business relationship with each of its suppliers (see Figure 1). For every transaction process conducted between u22Buyer Au22 and its respective supplier, a different means of communication may be utilized (Girishankar).
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