A recent study by a digital marketing firm predicts ecommerce -- specifically mobile ecommerce -- will increase its share of holiday season sales once again in 2013.

eMarketer predicts a 15 percent gain for ecommerce sales this November and December compared to last November and Decmber. It also predicts 15 percent of the season’s ecommerce will be conducted via tablet, smartphone or another mobile device, marking a year-over-year gain for mcommerce as well.

Those figures aren’t surprising considering that ecommerce and mcommerce each have taken greater shares of sales in every season.

What is surprising is that while those figures reflect the changing face of how people prefer to shop, most B2B companies are not equipped to take advantage of the change. At least one study indicates that only one in four B2B companies have an ecommerce presence let alone an mcommerce presence.

So B2B companies are far from making the increasingly popular ecommerce and mcommerce markets part of their business strategy. This despite the overwhelming majority of B2B buyers wishing for the B2C experience.

"More people want to shop online; that’s true for businesses too,” said Roland Cahill, Executive Vice President of Essent, which makes ecommerce software tailored to the needs of the promotional products industry.