B2B ecommerce is undergoing a digital revolution. Emerging technologies and changing buyer expectations are disrupting traditional B2B sales models.
In this comprehensive guide, we’ll explore the top B2B ecommerce trends that are transforming how B2B organizations market, sell, and serve customers in the digital age.
The Scope of the B2B Digital Disruption
The scale of the B2B digital evolution is immense:
- B2B ecommerce sales are projected to reach $1.8 trillion globally by 2023, per Statista.
- 67% of B2B buyers prefer digital self-service channels over sales reps, according to SiriusDecisions.
- 75% of B2B sellers say online channels generate more revenue than offline, per Mimecast.
Across industries, B2B organizations are investing heavily in digital capabilities to keep pace with changing buyer behaviors and expectations. Maximizing digital engagement is becoming imperative.
Let’s examine the key B2B ecommerce trends that are powering this disruption.
Top 10 B2B Ecommerce Trends
1. Online Buying Enablement
B2B sellers are expanding self-service buying and account management capabilities through branded ecommerce sites, marketplaces, and customer portals.
According to Digital Commerce 360, over 50% of B2B companies now generate online sales enabling 24/7 buying without a rep. Platforms like Salesforce Commerce Cloud and SAP Commerce Cloud empower these digital selling channels.
2. Mobile Optimization
Mobile optimization has become critical as 72% of B2B buyers use smartphones for product research, per Statista.
B2B sellers are prioritizing progressive web apps, accelerated mobile pages, and responsive site design. Platforms like Optimizely empower mobile-first experimentation and personalization.
3. Digital Content Marketing
Content marketing is thriving, with 73% of B2B marketers agreeing it delivers the best ROI, reports Demand Gen Report.
Innovative content like videos, podcasts, and interactive tools distributed via digital channels generate and nurture leads more efficiently.
4. Virtual Events & Conferences
In-person events have largely gone digital. Virtual events now draw 4x more attendees on average, per a PollEverywhere survey.
Platforms like ON24, Cvent, and Hopin enable interactive virtual conferences, trade shows, and webinars to engage prospects.
5. Account-Based Marketing
Account-based marketing (ABM) targets key accounts vs. scattershot efforts. About 91% of marketers find ABM improves ROI, reports Terminus.
ABM combines advertising, outreach, and messaging tailored for targeted accounts. Tech like 6sense and Demandbase support this orchestration.
6. Buyer-Centric Personalization
Leading B2B sellers personalize experiences by industry, role, usage behavior, and other data using machine learning and customer data platforms.
According to Epsilon, 80% of B2B buyers are more likely to purchase from brands offering personalized experiences.
7. Digital Customer Service
Providing omnichannel support and enabling self-service via chatbots, knowledge bases, communities, and in-app messaging improves loyalty.
Per Microsoft, 62% of customers say efficient digital service influences brand loyalty.
8. Data-Driven Marketing & Sales
B2B sellers increasingly rely on data and analytics to model ideal buyer journeys and optimize digital interactions using attribution.
Predictive intelligence from platforms like TechTarget and Bombora also feeds targeted prospecting. Data underpins digital selling.
9. Evolved B2B Marketplaces
B2B ecommerce marketplaces like Alibaba.com, Thomasnet.com, and Amazon Business help sellers expand their reach.
These platforms enable modern B2B ecommerce, including digital payments, reviews, virtual storefronts, and global fulfillment.
10. Headless Commerce
Headless commerce decouples front-end presentation from back-end systems. This flexibility allows for delivering seamless experiences across touchpoints.
For example, B2B sellers can build progressive web apps, voice assistants, IoT commerce, and other experiences using cloud services like commerce tools.
These trends highlight the scope of the B2B ecommerce revolution. Digital is no longer an option – it’s a business necessity.
Digital Maturity Divide
However, research shows a divide in digital maturity between those seizing opportunities and those still early in adoption:
- 33% of B2B companies say digital transformation is their top priority, per Deloitte. But 46% have only begun the journey.
- Just 29% of B2B firms say they are digitally mature currently, according to Sana Commerce.
- Only 25% of B2B sellers have heavily invested in digital capabilities, per Forrester. The remainder are in the early stages.
This gap underscores the competitive need to accelerate digital engagements in B2B sales and commerce. Laggards risk disappearing.
B2B Digital Transformation in Action
Let’s look at real-world examples of B2B leaders digitally transforming go-to-market strategies:
Schneider Electric
- Developed an ecommerce platform providing a personalized, omnichannel buying experience
- Leverages data to deliver tailored digital engagement for high-value accounts
- Reports 50%+ of revenue influenced by digital interactions
By focusing on digital sales and marketing transformation, Schneider Electric nurtures customer relationships at scale while accelerating growth.
Cummins
- Launched a B2B commerce site with self-service account management and simplified ordering
- Implemented facial recognition to show personalized content to website visitors
- Integrated predictive analytics to recommend products and steer site visitors
Through digital capabilities, Cummins increases account loyalty and order values by simplifying complex sales.
Dell Technologies
- Simplified product portfolio from over 16,000 to 400 standardized options
- Implemented Salesforce CPQ to provide dynamic quotes and expedite ordering
- Reports 30% YoY order growth on its ecommerce platform
Dell’s digital simplification helps customers navigate complex purchases easily via self-service.
Emerson Electric
- Developed an ecommerce platform that generated $1B in online revenue in its first year
- Implemented personalization with product recommendations based on account history
- Provided self-service account management and simplified reordering
Emerson’s user-focused ecommerce experience drove mass adoption while growing online revenue exponentially.
Grainger’s
- Created a mobile app allowing customers to scan product barcodes for immediate reordering
- Developed an intelligent chatbot providing product support and recommendations
- Drove 40%+ of Grainger.com traffic via mobile devices
Grainger’s mobile-centric experience matches how B2B buyers prefer accessing and managing accounts digitally.
These success stories demonstrate the competitive advantage achieved by digitally evolving. B2B companies still early in their ecommerce journey must accelerate plans.
Expert Perspectives on Capitalizing on B2B Ecommerce Trends
Thought leaders provide recommendations on navigating the B2B digital disruption:
> “B2B buying journeys today are unpredictable and non-linear across both online and offline touchpoints. Companies must adopt an omnichannel approach to engage customers.” – Bryan Adams, Head of B2B Product & Engineering, Google Cloud
> “Winning B2B companies will be those transforming marketing, sales, and service to be digital-first. Every interaction should enable self-service online.” – Peter Sheldon, VP and Principal Analyst, Forrester
> “The key to success is understanding each customer’s changing needs in real-time and meeting them in the moments that matter with relevant digital experiences.” – Nick King, President, PwC Products
> “Digital commerce platforms are now the core of delivering a frictionless, personalized, and scalable B2B buying experience. They enable replicating human sales interactions online.” – Brent Bellm, CEO, BigCommerce
> “B2B customer expectations have changed permanently. Digital capabilities must be embedded across the entire value chain to serve customers anytime, anywhere.” – Rafael Zakinov, Managing Director, Accenture
These perspectives highlight that digital innovation must become a priority across the entire B2B organization to keep pace with modern buyers.
A Roadmap for Navigating the B2B Digital Disruption
Based on these B2B ecommerce trends and insights, how should B2B companies adapt? Here is a roadmap:
- Audit digital maturity – Identify gaps in capabilities compared to competitors. Look for weak points impacting buyer experiences.
- Map ideal buyer journeys – Profile target personas and map desired omni-channel journeys to guide strategy.
- Set transformation KPIs – Tie digital investments directly to revenue, customer experience, operational efficiency, and other business goals.
- Invest in automation – Leverage AI, machine learning, and other technologies to optimize experiences.
- Strengthen data capabilities – Unify data and implement customer analytics for engagement optimization.
- Launch targeted pilots – Test and refine digital capabilities with target segments before scaling.
- Foster cross-functional collaboration – Break down silos between digital teams, IT, sales, marketing, and service.
- Keep improving – Continuously refine strategies based on buyer feedback and market changes.
Navigating the B2B digital evolution requires a focus on transforming to meet modern buyer expectations. Companies embracing these trends position themselves to thrive, while laggards will struggle to compete.
Want to accelerate your B2B digital strategy? The ecommerce experts at Upcore Technologies can help you map high-impact initiatives to capitalize on emerging opportunities.
