Navigating the B2B commerce evolution

B2B commerce is undergoing a massive transformation. Economic uncertainty, shifting buyer demographics, and rapid advances in technology are all converging to create a new digital reality. As we move further into 2025, businesses must navigate a more complex and competitive landscape — and the ones who adapt fastest will thrive.

One of the most significant changes is the continued acceleration of digital B2B sales. While general eCommerce growth has slowed, B2B is bucking the trend. According to Gartner, 80% of B2B sales will be conducted digitally by the end of 2025 ¹ — a staggering 67% increase from 2019 levels​. This shift is driven not just by technology, but also by a new set of priorities: customer retention, profitability, and operational efficiency. More and more businesses are realizing that serving existing customers better often yields higher returns than chasing new ones.

The consumerization of the B2B buyer

At the heart of this evolution is the rise of the digital-native buyer. Millennials and Gen Z professionals now dominate the B2B landscape, with 71% of B2B buyers identifying as digital natives​ ². These buyers have grown up with Amazon, Uber, and Netflix — and they expect the same level of convenience and personalization in their professional purchasing experiences. Gartner’s data reveals that 83% of buyers prefer a fully digital journey when managing B2B transactions ³ — from initial search to final order​.

Equally important is the customer experience. The consumerization of B2B is now a well-documented trend, and the gap between buyer expectations and supplier capabilities is widening. McKinsey noted in 2023 that the line between B2C and B2B has nearly vanished ⁴ — and buyers agree. In fact, 69% say they prefer researching online themselves rather than speaking with a sales rep​. Seamless journeys — with accurate product information, flexible payment options, and effortless ordering — are no longer optional. They’re the baseline.

Rebuilding the B2B technology stack

The increased expectations from customers may bring challenges. One major pain point is order fulfillment. A recent Statista survey found that 66% of B2B buyers consider order tracking and management the most difficult part of their journey​ ⁵. In a world where Amazon Prime has set new standards for delivery and transparency, buyers now expect real-time updates, seamless communication, and near-instant service. Businesses that rely on outdated systems and manual workflows simply can’t keep up.

AI is emerging as both a solution and a challenge in this space. Generative AI is already delivering value in areas like customer support, translation, and documentation. But successful AI implementation depends heavily on data quality — and that’s where many businesses fall short. A striking 63% of B2B executives said that poor data quality was their biggest barrier to growth in 2023​ ⁶. Without proper data governance, even the most advanced AI tools will fail to deliver meaningful results. Businesses need to prioritize data hygiene, invest in flexible tech stacks, and build a roadmap for responsible AI adoption.

The technological backbone of B2B commerce is shifting. While fully composable systems aren’t mainstream yet, the movement away from rigid, monolithic platforms is well underway. Organizations are cautiously adopting modular, API-first solutions that offer flexibility without full replatforming. Strategies like MVPs (Minimum Viable Products) and the “strangler pattern” — gradually replacing legacy systems piece by piece — are becoming popular ways to de-risk digital transformation​.

At a crossroads: new distribution models, new responsibilities

This evolution has led to tension in traditional distribution models. Many manufacturers are hesitant to build direct-to-consumer (DTC) channels for fear of upsetting their reseller networks. Yet this fear may be short-sighted. A significant portion of buyers — 30% — now turn to brand websites as their primary source of product information, more than double the number who rely on reseller sites​ ⁷. DTC isn’t just about cutting out the middleman; it’s about taking control of the customer experience and building stronger, direct relationships with your audience.

Sustainability is also becoming central to the conversation. Legislative mandates like the EU’s Digital Product Passport are forcing companies to document a product’s entire lifecycle — from sourcing to disposal. B2B buyers are paying attention too. 69% wish they had more visibility into the carbon footprint of the products and services they purchase​ ⁸. This is more than a regulatory issue — it’s a market demand. Platforms that provide transparency and traceability will hold a serious competitive advantage.

In conclusion, B2B commerce in 2025 is defined by acceleration — in digital expectations, in technological innovation, and in customer demands. The companies that win will be the ones that embrace change, put the customer at the center of their digital journey, and make bold moves grounded in data and sustainability.

¹ Gartner, 2022
² Forrester, 2022
³ Gartner, 2023
⁴ McKinsey, 2023
⁵ Statista, 2022
⁶ Master B2B, 2023
⁷ Statista, 2022
⁸ Wunderman Thompson, 2023