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Let’s talk about B2B commerce
The divide between traditional and digital B2B sales keeps shrinking.
Customers want smooth processes, clear info, and experiences that feel tailored, no matter how they connect with us.
B2B isn’t simple, though—think long decision cycles, complex products, and shifting rules.
To keep up, we need bold strategies that put customers, adaptability, and tech flexibility first.
Drawing on insights from our recently released B2B Trend Report 2025, developed in collaboration with leading ecommerce experts and partners, we’ve identified eight key trends shaping the future of B2B commerce.
In this article, we’ll spotlight five of the most impactful trends and explain how they can help businesses stay ahead in a competitive market.
1. Digital self-service: Putting customers in control
B2B buyers expect fast, easy purchasing—like they get in their personal lives.
With digital self-service portals, they can customise products, check stock and prices, and order on their own.
Gartner says 33% of buyers prefer skipping the sales talk, and that jumps to 44% for millennials.
Order Management Systems (OMS), like Planet’s OMS, keep stock and delivery details clear, while integrated flexible payment options make checkout a snap.
It’s about giving customers what they need, when they need it.
2. Omnichannel commerce: Connecting the dots
Fragmented sales channels can mean inconsistent experiences and lost sales.
Omnichannel commerce ties it all together—online, offline, mobile—so everything works as one.
McKinsey found 83% of B2B decision-makers see this approach matching or beating traditional methods.
An OMS syncs inventory, orders, and pricing across every touchpoint. Add options like invoices or digital wallets, and customers get a steady, reliable experience that builds trust.
3. Generative AI: Boosting smarts and speed
Generative AI is shaking things up.
It’s handling product descriptions, marketing ideas, and personalised suggestions faster than ever.
McKinsey estimates it could add up to $4.4 trillion a year across industries.
With good data and a solid OMS, it simplifies workflows and sharpens customer service. It even tweaks checkout flows to keep carts from going cold.
Efficiency meets creativity—that’s the promise.
4. Hyper-personalisation: Tailoring the experience
B2B deals take time, with lots of people weighing in.
Hyper-personalisation uses data to deliver content, offers, and pricing that hit the mark for each customer.
McKinsey says 77% of B2B companies see bigger market share after going this route.
OMS and payment systems pull together customer info, stock updates, and custom pricing.
Flexible terms seal the deal, creating experiences that feel relevant and keep customers close.
5. Hybrid sales models: Blending digital and human
B2B sales don’t fit one box anymore. Hybrid models mix self-service tools with personal, hands-on support.
McKinsey notes 85% of B2B companies now lean on this as their main approach.
An OMS keeps product, pricing, and order details current for everyone—team and customers alike.
Integrated payments make closing deals quick and clear, whether online or in person. It’s about meeting people where they are.
Wrapping up
The future of B2B commerce belongs to those who blend efficiency with a personal touch.
From omnichannel wins to self-service ease, it’s all about having the right tools to match what customers expect.
For the full picture, our B2B Trend Report covers all eight trends, plus extras like marketplaces and mobile commerce.
We worked with top industry pros to make it practical and insightful. Download it now to turn challenges into growth.
Ecommerce made in Germany: Scalable solutions for global growth
Shopware provides high-performance B2C and B2B ecommerce solutions, enabling global businesses to scale rapidly and efficiently. By combining the robust security of open-source technology with the agility modern businesses demand, Shopware delivers enterprise-grade capabilities at exceptional value.
With cutting-edge, ready-to-deploy features and a headless, API-first architecture, Shopware offers the flexibility to craft tailored, best-of-breed strategies that drive sustainable growth. Trusted by over 50,000 companies worldwide and supported by an extensive partner ecosystem, Shopware is built to adapt and evolve alongside the ever-changing market landscape.
Further info : www.shopware.com/en/
This blog is a guest contribution. While Planet has reviewed and approved the content, it reflects the unique insights and perspectives of the author.
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