B2B eCommerce Trends

DynamicWeb

Trend 1: More eCommerce Storefronts

eCommerce is a requirement, not a differentiator. In 2025, 85% of B2B companies now offer an online storefront or self-service portal, up from just 68% the year prior. That number is expected to grow further, with 34% of non-adopters planning to launch one within two years.

This shift marks a broader transformation in how B2B businesses approach sales. Buyers expect the same speed and accessibility they get in B2C transactions. As younger, digitally native decision-makers rise into leadership roles, the demand for seamless online purchasing is accelerating.

Trend 2: Increasing B2B eCommerce Revenues

The return on digital investment is clear. Businesses that adopted eCommerce saw an average 41% increase in sales revenue, with more than a third of respondents reporting growth of over 50% after launch. In 2025, companies are forecasting an additional 42% revenue growth through digital channels.

All of this impressive growth is not isolated to specific industries or regions. It is a global, cross-sector trend. For manufacturers, wholesalers, and distributors alike, the data reinforces what many already know: a modern, integrated digital commerce strategy is a powerful revenue engine.

Trend 3: Increase in D2C Model Adoption

The direct-to-consumer (D2C) model is rapidly becoming a standard part of B2B eCommerce strategy. In 2025, 79% of B2B companies report selling direct to consumers, up from 66% in 2024. Nearly half of those not yet selling D2C plan to do so in the next few years.

This trend is especially relevant for manufacturers and OEMs looking to capture better margins, access new markets, and build brand affinity without relying solely on intermediaries. However, D2C requires the right backend foundation, especially for handling pricing, inventory, and customer-specific experiences across channels.

Trend 4: New Integration and Customization Challenges

While adoption is rising, implementation challenges remain. The top obstacles for B2B organizations include ERP and CRM integration, system scalability, and the need to tailor solutions to customer-specific requirements. 

These hurdles are especially common for businesses with large product catalogs, multi-market operations, or complex pricing structures. Companies turn to composable commerce suites that offer flexibility without sacrificing control to overcome them. Integrated platforms like Dynamicweb unify eCommerce, CMS, PIM, and digital marketing from day one.

Trend 5: Focus on CX Investments

Two-thirds of B2B firms are ramping up investments in customer portals. Why? Because a seamless online experience is directly linked to revenue, loyalty, and retention. In 2025, 47% of businesses invest in CX improvements, while 45% prioritize efficiency through system integration.

Customer expectations have shifted. They now want full transparency into order history, real-time inventory, personalized pricing, and 24/7 access to support. Businesses that deliver on these expectations are rewarded with stronger relationships and measurable growth.

Trend 6: Growing Marketplace Adoption

In 2025, 55% of B2B companies are actively selling through third-party marketplaces, and 27% plan to join them. For those already active, marketplace sales are projected to grow by 43% over the next year.

Selling on marketplaces like Amazon Business, eBay, and sector-specific platforms gives sellers access to broader audiences and incremental revenue. However, success depends on maintaining consistent product data and order fulfillment, which makes PIM systems and ERP integration more critical than ever.

Trend 7: Expansion of Online Invoice Management

Digital billing is necessary. A full 85% of B2B companies now offer online invoice management centers, where buyers can pay, view balances, and track transactions in real time.

Beyond convenience, invoice portals reduce manual workload and shorten the quote-to-cash cycle. Offering these tools to B2B sellers can significantly enhance customer satisfaction and improve internal efficiency.

Trend 8: Increased PIM Adoption

Managing product data at scale is a growing challenge. In 2025, 64% of companies are using a PIM system, and another third are planning to invest. Centralized product information improves accuracy, accelerates time to market, and supports multi-channel growth. 

With digital buyers expecting consistent, detailed product listings—across sites, portals, and marketplaces—PIM has become essential infrastructure for modern commerce.

Trend 9: Exploration of AI Product Search

AI continues to gain ground in B2B commerce. 63% of firms are already using AI, and 68% of those who haven’t yet planned to do so. Leading applications include chatbots, smart product search, and personalized recommendations.

By helping buyers find the right product faster and automating routine interactions, AI improves both the user experience and internal efficiency. In 2025, AI is no longer an abstract, far-off concept. It’s a practical tool already driving ROI across B2B channels.

Looking Back at Previous Trends

Over the years, Dynamicweb has helped businesses adapt to a rapidly evolving eCommerce landscape. Take a look at how predictions from previous years have stacked up:

• B2B eCommerce Trends for 2024
• B2B eCommerce Trends for 2023
• B2B eCommerce Trends for 2022

Each year brings new challenges and new opportunities to innovate.

Download the free B2B eCommerce Trends for 2025 report!

• Learn more about what’s new in B2B eCommerce in 2025 in the full white paper here.

Contact us today to talk to an expert about how to future-proof your digital strategy.