As competition and worldwide globalization increases, the need for continuous improvement and staying ahead of competition intensifies. Companies today need to find new ways for increasing their business performance in terms of efficiency and effectiveness. A trend where companies operating in the B2B segment are bypassing intermediaries and selling directly to end-user markets is present. With the technological developments, these B2B companies are equipped with new tools such as e-commerce for targeting end-user markets. This is a new environment for the companies in terms of different customer characteristics, requirements and expectations all of which companies operating in the B2C are used to manage. This study enrich prior research by focusing on which logistical initiatives that the B2C segment utilize for managing distribution from a logistical point of view and furthermore to what extent these initiatives would be useable by the B2B segment.