Looking at the GE Renewable Energy case, even for highly technical products like turbine components, buyers want to search, confirm inventory, find alternative part numbers, and then decide whether to place an order or send an inquiry. The key is having robust search and filtering mechanisms—supporting keyword and part number search, multi-level category browsing, and real-time inventory status so buyers can confidently complete self-service transactions. This design doesn't replace sales staff; it frees them from "taking calls to confirm inventory" so they can spend time answering technical questions and deepening customer relationships. Product complexity isn't a barrier to digitalization; it's actually a reason to organize information structure more carefully.