Amazon, Zappos, Zalando, and many other B2C online shops set standards for convenience and customer service. You can order any item 24 hours a day seven days a week and 365 days a year with a single click.
Apropos digitalization: today I tried to visit a website of a Mittelstand business in Germany. You know what the homepage told me: “Is a homepage crucial?” with the contact details below. No information about their products, no information on their philosophy, nothing. I was shocked.