The 2026 State of B2B Commerce Report

How manufacturers and distributors are rethinking digital commerce, data and AI.
Digital commerce is no longer a side channel in B2B. It is now a meaningful source of revenue for large manufacturers and distributors. Yet most organizations still report gaps in their technology stack, product data and AI readiness.

Built from research with 100 senior leaders across manufacturing and distribution, this report, developed in collaboration with B2B Online Insights and Shopify, offers a clear view into how B2B organizations are modernizing commerce, where they are facing friction and how priorities are shifting across platforms, product data, buyer experience and AI investment.

Whether you are evaluating your current commerce stack, planning data modernization, or looking to scale AI in a practical way, this report helps benchmark your next move.

What you’ll learn

• How much B2B revenue is already flowing through digital channels and why digital performance now has direct top-line consequences.
• Why so many organizations are questioning the technology stack they run today.
• Why product data is becoming a strategic priority.
• Where AI investment is headed, including the top use cases leaders plan to prioritize.
• What today’s ideal B2B buyer experience looks like.

See where B2B commerce is headed next

Download the full report to explore the trends, gaps and investment priorities shaping the next phase of growth in manufacturing and distribution.