The biggest B2B e-commerce trends

E-commerce is thriving, especially for B2B companies where we’re seeing rapid growth in the utilisation and maturity of online platforms. It was always growing, and the pandemic just accelerated this growth while also bringing certain trends to the forefront.


People are more used to making online purchases than ever before, so it makes sense that this also applies to the B2B sector. After all, it’s not the business making the purchases – it’s the people within the business. By staying on top of the trends, you can ensure that you’re in a position to make the most out of any ecommerce platform.

Man ordering spare parts online

More personalised experiences

Targeted messaging and tailored campaigns are long-established in B2C marketing, but they can be extremely effective for B2B ecommerce platforms too. Rather than presenting the users with the most popular items, it’s more relevant and useful to present what’s ordered the most. Also, rather than relying on general insights and assumptions, it’s possible for platform holders to tailor the home page to display items more specifically useful to you, so make sure you know what to look for in your ecommerce platform of choice.

In addition to this, it’s also essential to consider that many B2B companies want to make it as easy possible for the user to find what they need, when they need it. Optimal ecommerce platforms will enable you to check products and pricing, see accurate images, find out stock levels, discover discounts and ultimately, track your orders so you know when to expect them.

Prioritising usability

Almost half of all B2B customers buy online, and 80% of interactions between suppliers and buyers will occur in digital channels by 2025*, so it’s essential for any ecommerce platform to be intuitive and user-friendly. Many B2B platforms can seem complicated, especially if they’re offering a variety of different things for different audiences, so here it’s important to look for a platform that includes in-store tutorials and guides.

The buying process for B2B companies often includes multiple stakeholders, so it’s also worth looking for features that make it easier for you and your colleagues to collaborate and communicate within the ecommerce platform. After all, the smoother the experience, the better it is for your business.

Making data-driven decisions

Many B2B operations choose ecommerce platforms based on experience and intuition, but with the increasing prevalence of online storefronts, businesses have access to more data than ever. There’s data from internal processes, from sales staff, from customers online, and from purchasers within the business. When all this is combined, it can help paint a very clear picture of what items and services are actually most popular and most relevant to you, which in turn can guide inform both short and long-term strategies.

60% of B2B sales organisations will transition to data-driven selling in the coming years, and by using a data-driven ecommerce platform, you can make the most of this development.

Keeping it remote

70-80% of all B2B decision makers now prefer digital self-service and remote interactions*, which is likely due to these features becoming even more common in the world of B2C. People now expect fast answers, immediate access to the information they need and ways to work by autonomously to land on the products and services required.

A good self-service portal on an ecommerce platform allows you and your colleagues to do more independently, whether that’s through seamless collaboration within the system or being place full quotes and orders online, and it also frees up time within your business as more of the work is done before the communication begins.

Stay on trend

In a crowded market, innovation makes a big difference. If you can find the ecommerce platform of the future – one that’s convenient, easy-to-use, and has a full range of products and services, you’re making life easier for yourself and your colleagues, wherever they are in the world.

*Source: The Future of Sales in 2025: A Gartner Trend Insight Report