The B2B commerce industry is witnessing a seismic shift as organizations adopt Generative AI and emerging technologies and models to improve efficiency and drive growth. Going ahead in 2025, delivering exceptional customer experiences with the aid of new-age technologies will no longer be a competitive advantage but a given.
The Gartner Future of Sales 2025 report says that “60% of B2B sales organizations will transition from experience- and intuition-based selling to data-driven selling by 2025.” In the same sentiment, a report from Forrester says, “63% of B2B leaders believe digital buying behaviors will significantly impact their organization in the next two years.”
In this blog, we cover the seven key trends that will shape the future of B2B commerce in 2025 and beyond.
Artificial intelligence is becoming a cornerstone of B2B operations, enabling businesses to optimize product data, automate customer support, and deliver tailored marketing strategies. From streamlining catalog management to offering precise recommendations, AI tools are making B2B businesses more efficient.
“Almost 20 percent of leaders are making gen AI their number one priority in e-commerce. About 30 percent of them are planning to put more than 10 percent of their e-commerce budget toward gen AI in the next 12 months (with more than 10 percent shifting more than 25 percent of their e-commerce spend).” -McKinsey
B2B companies are aggressively investing in generative AI, committing 11-25% of their e-commerce budgets to the technology—significantly more than B2C counterparts. Technology leaders are demonstrating this strategic priority, being twice as likely as industry laggards to prioritize AI-driven digital transformation, signaling a critical shift in competitive technological investment.
In the next five years, there will be no separation between sales process, applications, data and analytics, as all four will merge into one single concept: AI for sales. -Gartner
B2B organizations are increasingly veering away from siloed operations. According to McKinsey, the next-gen e-commerce will be “a broad ecosystem of capabilities—such as R&D, logistics, warehousing, and marketing and sales— increasingly interconnected.”
20 percent are planning to spend more than $100 million on e-commerce technology infrastructure -McKinsey
A key element of this interconnectivity are the B2B commerce platforms that are instrumental in streamlining transactions and improving buyer experiences by automating processes.
In 2025, these platforms will enhance personalized engagement, simplifying bulk order management and enabling data-driven cross-selling opportunities. Their ability to reduce friction and foster customer loyalty will make them indispensable.
2024 brought forth pricing visibility as a crucial component in B2B commerce. The 2024 B2B Commerce data and trends report from Adobe says,“buyers want to see personalized pricing online — but only about half of vendors are able to support customer-specific pricing terms online.”
Configure, Price, Quote (CPQ) tools are simplifying intricate sales cycles by automating customization and pricing for complex products. By integrating CPQ solutions, businesses can minimize errors, accelerate quoting processes, and provide tailored solutions to clients.
As global trade grows, B2B companies are leveraging advanced logistics and digital payment systems to manage international operations seamlessly. By investing in platforms that ensure compliance with regional regulations and support local payment options, B2B businesses can expand into emerging markets.
96% of manufacturers expect real-time payments to replace traditional checks for outgoing payments-PYMNTS Intelligence and The Clearing House
SaaS-based payment platforms provide B2B companies with flexible options to cater to diverse client needs. Offering alternatives like installment payments or mixed payment methods improves accessibility and builds trust with customers.
B2B product catalogs have become vast and complex. To address the challenge of managing these catalogs, B2B companies are turning to headless commerce solutions. According to McKinsey, “enabling a modern tech infrastructure for e-commerce is best served by moving away from depending on single large vendors and embracing “MACH” development principles—microservices, API-enabled, cloud-native software as a service (SaaS), and “headless” (in which front-end design is decoupled from back-end systems). Decoupling the front-end and back-end systems allows organizations to innovate across multiple channels without overhauling core infrastructures.
Embedded commerce in B2B is an emerging strategy where businesses integrate purchasing capabilities directly into existing platforms, workflows, or digital environments where business customers already operate. Embedding transaction capabilities into service and support interactions transforms these touchpoints into revenue opportunities.
B2B Commerce has experienced a profound transformation, with channel boundaries becoming increasingly fluid. Consumers now demand seamless integration across online, mobile, and in-store platforms, driving retailers to adopt comprehensive omnichannel strategies. These approaches include innovative features like Buy Online, Pick Up In-Store (BOPIS) and mobile experiences that authentically replicate the in-store shopping environment.
Consistency across customer touchpoints—be it online, offline, or hybrid—is essential. By integrating commerce platforms with CRM tools, businesses can ensure seamless experiences regardless of how customers interact with their brand.
Self-service portals empower buyers to handle routine tasks independently, freeing up sales teams to focus on strategic initiatives. This approach improves efficiency and provides customers with the convenience of 24/7 access to critical resources.
By 2030, sellers will be seamlessly integrated into both B2C and B2B digital commerce interactions, stepping in when customers require direct involvement. -Gartner
As these trends gain momentum, businesses must adapt by embracing digital solutions, optimizing operations, and fostering agility. Whether through scalable platforms, AI-powered insights, or omnichannel strategies, success in 2025 will depend on how effectively companies anticipate and respond to market demands.
By focusing on innovation and customer-centric approaches, B2B organizations can secure their place in an increasingly competitive market. Embracing these trends ensures not only survival but also the opportunity to thrive in the coming years.
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Five make-or-break truths about next-gen e-commerce | McKinsey
The 2024 B2B Commerce Trends & Data Report