B2B commerce is evolving at breakneck speed, driven by technological advances, new customer expectations and upheavals in organizational practices. For companies, these changes represent both opportunities and challenges. Novatize presents the trends that will shape B2B commerce in 2025, and strategies for staying competitive.

Personalization powered by artificial intelligence

Artificial intelligence (AI) is transforming B2B commerce by enabling highly personalized customer experiences. With targeted product recommendations, optimized search, predictive analytics and customer support via chatbots, companies can respond more quickly and effectively to the needs of their buyers. For example, a frequent buyer could receive suggestions based on past purchases or preferences. This technique could increase the chances of conversion while strengthening customer loyalty.

Self-service portals

Self-service portals give B2B buyers total autonomy to manage their accounts, view their orders and access personalized prices. These platforms simplify the purchasing process, reduce support costs and improve efficiency. For example, a customer can check product availability, renew a recurring order or download an invoice without having to contact a sales representative. It’s an ideal solution for B2B merchants who want to automate simpler or more repetitive orders without involving their sales team.

Adopting mPOS for efficient B2B orders

mPOS (Mobile Point of Sale) are revolutionizing order-taking for B2B companies, particularly at trade shows and onsite visits. These tools enable sales reps to process orders in real time, while synchronizing data with ERP or OMS systems. By eliminating the delays associated with manual data entry, mPOS deliver a seamless customer experience and reduce errors.

With these technologies, your teams can spend more time building customer relationships and less time managing complex administrative processes. For example, at a trade show, orders can be placed directly via a connected tablet, while instantly checking stock levels and delivery times.

Learn more: “10 tips for launching a B2B eCommerce business on Shopify“

B2B subscription models

Similarly, subscription models are gaining in popularity in B2B, offering companies a predictable revenue stream and increased convenience for buyers. These solutions enable recurring orders to be scheduled, guaranteeing the availability of essential products without any additional effort. For example, a distributor of industrial supplies can offer automatic deliveries of consumables according to a defined, customized schedule.

Mobile shopping

Contrary to popular belief, B2B buyers, in some contexts, may want to buy directly from their phone or tablet. With rapidly evolving buying habits, it’s crucial to optimize mobile websites and applications for B2B buyers on the move. An intuitive, high-performance mobile-first interface meets the expectations of customers in a hurry, and makes it easier to place orders wherever they are. For example, a buyer on a worksite can quickly consult a product and place an order from his or her cell phone.

OMS solutions: the key to optimal management of complex orders

An Order Management System (OMS) has become indispensable for B2B companies wishing to efficiently manage complex orders involving multiple sites, customers or distribution channels. By centralizing all order-related information, an OMS makes it possible to coordinate operations and improve customer satisfaction.

In a context of rising customer expectations, OMS ensures smooth order fulfillment by reducing human error and improving traceability. For example, a company can use OMS to synchronize its online sales with its physical distribution outlets, while respecting customers’ contractual specificities.

Punchout systems: a solution for smooth B2B integrations

When dealing with large-scale customer accounts, Punchout systems enable a direct connection between the supplier’s catalog and the customer’s procurement system. This integration simplifies the purchasing process, while ensuring that the customer’s specific requirements are met.

For example, a supplier of industrial materials can integrate its catalog with the ERP system of a major car manufacturer. This enables the manufacturer to easily order the required products, while avoiding compatibility problems or ordering errors.

Learn more: “Maximize B2B efficiency with Punchout integration“

The rise of B2B marketplaces: opportunities and challenges

B2B marketplaces have established themselves as platforms of choice for companies seeking to increase their visibility and access new market segments. They offer a digital shop window accessible to a wide range of customers, from small businesses to large multinationals.

However, integrating a B2B marketplace is not without its challenges. Companies must balance increased visibility with additional costs and the need to maintain profit margins. What’s more, an effective strategy requires a clear understanding of each platform’s rules and ensuring that the customer experience remains consistent.

There are also interesting integrations possible with marketplaces. Industry-specific marketplaces offer B2B companies a unique opportunity to extend their reach. By joining these platforms or creating their own marketplace, companies can access new market segments and offer increased visibility for their products. For example, a building materials company can join a marketplace dedicated to architects and contractors to better connect with its target audience.

Unified commerce in a B2B context: towards a simplified customer experience

In B2B, unified commerce means integrating all sales and communication channels to create a seamless, consistent customer experience. This includes harmonizing online and offline systems, and using centralized data to personalize interactions.

Adopting a unified commerce strategy enables B2B companies to reduce organizational silos and improve customer satisfaction. For example, a customer can consult a quote online and finalize it with a field representative, while benefiting from continuity in shared information.

Learn more: “How can B2B companies benefit from unified commerce?“

Creating customized quotes

The ability for sales representatives to create customized quotations is an essential asset in B2B business, especially in a context of unified commerce. Thanks to modern tools, sales teams can quickly draw up proposals tailored to customers’ specific needs, taking into account customized rates, contractual conditions and stock availability.

These solutions fit perfectly into a unified commerce strategy, centralizing information and guaranteeing continuity in interactions between different channels. For example, a customer can receive a personalized quote following an online request and finalize it directly with a sales representative, while ensuring that data is consistent and up-to-date.

Third-party systems: CRM, ERP and their role in the B2B ecosystem

Third-party systems such as CRM and ERP play a crucial role in the digitalization of B2B commerce. While CRM enables advanced customer relationship management, ERP guarantees the efficiency of internal operations.

Integrating these systems with an eCommerce platform optimizes the entire supply chain. For example, a connected CRM can provide valuable data on customer buying habits, while an ERP can automate inventory management and logistics. It is becoming increasingly essential to have a global, unified vision of one’s ecosystem to ensure consistent processes both internally and externally.

New B2B players like Shopify

Historically focused on B2C, Shopify has evolved to meet the specific needs of B2B companies. With features such as advanced catalog management, customization tools and powerful integrations, Shopify offers an accessible and scalable solution for B2B transactions. 

On the other hand, Adobe Commerce (Magento), known for its flexibility and customization capabilities, remains a preferred choice for businesses with complex needs. Comparing these solutions enables businesses to choose the tool best suited to their objectives, whether in terms of speed of execution or advanced customization.

Learn more: “10 tips for launching a B2B eCommerce business on Shopify“

Data-driven decisions: KPIs for B2B strategies

In B2B, as in B2C, data is a powerful lever for guiding strategic and operational decisions. Thanks to real-time analysis tools, companies can monitor specific Key Performance Indicators (KPIs) relevant to their sector.

Important KPIs in B2B include:

• Customer lifetime value (CLV): to understand the long-term profitability of each customer;
• Online platform adoption levels: to assess the use and effectiveness of your digital channels;
• Quote-to-order conversion rate: to measure the effectiveness of sales proposals;
• Average order processing time: to optimize your operational processes;
• Customer acquisition cost (CAC): to adjust your marketing investments;
• Customer satisfaction rate (NPS): to identify areas for improvement in the customer experience;
• Sales cycle time: to optimize internal processes and reduce lead times.

Management transformation: aligning IT, marketing and sales

Digital transformation is redefining the way IT, marketing and sales departments work together. Whereas these divisions often operated independently, they must now share common objectives to ensure a unified strategy.

This requires a redefinition of roles and responsibilities, as well as the implementation of collaborative processes that promote transparency and efficiency. For example, marketing teams must work closely with sales to analyze customer data, while IT ensures the smooth running of the necessary technological tools. This synergy not only optimizes performance, but also transforms the customer experience and improves profitability.

Learn more: “What are the top priorities for a new eCommerce director?“

B2B commerce in 2025 promises to be rich in transformations and opportunities for companies ready to adapt. From the adoption of mPOS to the integration of Punchout systems, the rise of marketplaces and organizational changes, each trend offers a lever for staying competitive.

However, success in this context requires more than just technological investment. It means rethinking processes, strengthening internal collaboration and placing the customer experience at the heart of strategy. By combining the right technologies with a clear, shared vision, B2B companies can position themselves as leaders in their sector.

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