Business-to-business (B2B) ecommerce is rapidly evolving as companies race to meet rising buyer expectations shaped by consumer retail.
A new global survey of 4,050 ecommerce businesses across 19 markets finds that B2B sellers are embracing artificial intelligence (AI), social media commerce, and sustainability at unprecedented levels to stay competitive in a digital-first economy.
The findings show a sharp convergence between B2B and consumer ecommerce strategies. Half of all businesses surveyed have already integrated artificial intelligence into their operations. And among B2B e-tailers, usage is even higher at 61%. AI applications range from personalized product recommendations and content generation to automated customer service — capabilities once confined to top consumer brands.
Social commerce is also surging. 87% of companies now maintain a presence on platforms such as TikTok and Instagram. And 76% expect social-driven sales to grow over the next five years. Small and mid-sized businesses are leaning into these channels. 81% of small firms are creating shoppable posts, and 87% of medium-sized businesses plan to participate in Black Friday 2025 promotions.
Meeting the expectations of B2B ecommerce buyers
The data highlights how business buyers increasingly demand the same speed, convenience and transparency they experience as consumers. 64% of B2B sellers now offer product subscriptions, 35% provide buy now, pay later (BNPL) options, and 76% accept digital wallet payments. Free delivery and easy returns remain strong incentives — 83% of microbusinesses say such offers directly improve sales.
The study also reveals the growing importance of omnichannel and global selling. 58% of B2B retailers now operate on at least three ecommerce platforms. Meanwhile, four in five large businesses sell internationally. Marketplaces remain a key growth driver: 71% of dropshippers list their products on third-party platforms to expand reach and visibility.
Sustainability has emerged as a defining business priority. 85% of all surveyed companies say environmental responsibility is central to their strategy, and 88% of manufacturers and makers emphasize sustainable operations. Many are cutting plastic use, reselling returned goods, and exploring circular economy models to meet customer expectations and regulatory demands.
The research — conducted as part of DHL ecommerce’s 2025 E-Commerce Trends Report — illustrates how the boundaries between business and consumer ecommerce are dissolving. With 78% of B2B retailers expecting their website sales to increase over the next three to five years, digital transformation is no longer optional.
In an era defined by speed, personalization, and sustainability, B2B companies are redesigning their operations around customer-centric experiences. From AI-powered recommendations to frictionless payment systems and climate-conscious logistics, the message is clear: The future of B2B commerce looks a lot like B2C — only bigger, faster and smarter.
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Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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