Google's B2B buying channel Google Shopping for Suppliers is worth paying attention to, particularly following Amazon's similar foray into the space, AmazonSupply.com, Mary Morrison writes. "I think Google has now realized that B2B customers are also B2C consumers, and a great many of them use Google to do their searching," Forrester Research's Andy Hoar says. Though some observers believe only simple B2B transactions will be handled through the new channels, others think the entry of Amazon and Google could be more formidable.

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