Traditionally, commerce for manufacturing and distribution has targeted known customers who are set up to order on account. However, as companies look to increase their revenue and expand their customer base, the concept of the guest user is gaining traction in B2B.
While many people see guest checkout as a Business-to-Consumer play, that is not always the case. Many B2B companies use guest checkout to reach new markets, target new segments, and sell directly to new customers. At its core, the guest user is someone who you are not currently doing business with, and does not have an account, but has a need for your products and is looking for an easy way to purchase them.