From being on both sides of the fence (providing B2B software as a startup, and dealing with small businesses as a client), smaller entities will be expected to

From being on both sides of the fence (providing B2B software as a startup, and dealing with small businesses as a client), smaller entities will be expected to adapt to the bigger fish. Startups will bring translation layers to fit inside an existing system, and as a big client you can often send them the exact interface they need to adhere to and they’ll deal with it. In that sense, the switching cost can be minimal (and you might keep your existing system running in parrallel), and if you’re big enough you’ll have the option to outright buy the smaller business if it were to flail. It’s more complicated I think on the B2C side, where you have to buy more trust and establish a brand for people to give your their data and/or money.