“B2B buyers don’t care about experience, they just want the product.”
If this is your mindset, you’re trying to compete in 2025 with a 2015 playbook.
B2B ecommerce is changing fast to match (and surpass) B2C expectations.
B2B buyers expect the same speed, convenience, and personalization as consumers. And they won’t wait around for businesses that don’t deliver.
In this article, we reveal 7 B2B ecommerce trends to watch in 2025 and how embracing them can help you keep your most loyal customers coming back.
B2B ecommerce is growing faster than ever, with the global market valued at $32.11 trillion in 2025 and growing at a CAGR of 14.5%.
To help you make your space in this growing market, we break down the B2B ecommerce trends shaping 2025 and offer tips for navigating them.
73% of B2B buyers want personalized experiences. They don’t want to go through thousands of SKUs, configure each component, or wait for a sales rep to piece together a solution.
Their expectation is simple: log in, find relevant products that fit their use case, and check out, just like they would on a consumer site.
This shift is why suppliers move away from generic catalogs and toward pre-packaged, role- or industry-specific configurations. These aren’t just random bundles; they’re data-driven combinations based on buyer behavior, past purchase patterns, and common pain points.
For instance, a “Starter Kit for Dental Clinics” might include sanitation supplies, exam tools, and patient care items, all frequently ordered by new dental practices.
Such preconfigured kits or products remove decision fatigue, reduce dependency on sales teams, and eliminate errors from misconfigurations. Suppliers simplify inventory planning and improve margins by upselling complementary products in one go.
WSJ research shows B2B buyers are willing to pay a price premium and are 2.7 times more likely to make long-term commitments to trusted suppliers offering sustainable product options.
Sustainability has become a core buying criterion in B2B as well.
Large buyers are under pressure to meet ESG goals, reduce carbon footprints, and ensure ethical sourcing across their supply chains. That pressure flows directly to their vendors.
B2B buyers now evaluate suppliers based on environmental and ethical practices, not just price and quality. So if you’re not actively showing how your operations align with sustainability (recycled materials, low-waste packaging, carbon-neutral shipping, etc), you risk falling behind.
What can you do? List eco-friendly alternatives with standard products, offer sustainable packaging options, or add certifications and sourcing transparency as trust signals.
As per Mckinsey, B2B customers now use an average of ten interaction channels in their buying journey, which means they aren’t shopping on just your website anymore.
They compare products on Google, Amazon Business, eBay, and niche industry marketplaces and even get recommendations from forums and Slack groups. 6 out of 10 B2B buyers are doing 26% or more of their buying on Amazon Business.
This shift is making omnichannel selling essential. Because if your brand only shows up in one place, you’re invisible to many potential buyers. Younger B2B buyers, especially millennials or Gen Z, expect a B2C-like experience, including real-time inventory, price comparisons, and customer reviews across platforms.
However, doing omnichannel selling without chaos and errors is important. This is why you need the tools that centralize workflows and processes.
Webgility is one such software that syncs your inventory across platforms, brings orders from each channel into a single dashboard, records transactions accurately, and handles the categorization in QuickBooks.
Manual bookkeeping just doesn’t scale anymore, especially in B2B. You deal with invoices, partial payments, credit memos, refunds, returns, taxes, and more, all of which become difficult to track manually.
Reconciliation errors can throw off cash flow, delay POs, and inflate inventory figures. Plus, with stores across multiple channels, manually pulling data from each platform is another challenge.
That’s why automated bookkeeping is quickly becoming a must-have, not just for saving time but for enabling better financial planning, more accurate inventory tracking, and more intelligent purchasing decisions.
You must integrate your ecommerce platforms directly with accounting software. Automate the sync of orders, taxes, fees, refunds, shipping costs, and inventory adjustments.
Use tools like Webgility that auto-categorize transactions, apply payment terms, and generate accurate balance sheets without manual entry.
For example, Rugged Radios, a B2B manufacturer, used Webgility to automate bookkeeping across Shopify Plus, other sales channels, and QuickBooks. This eliminated manual reconciliation, improved inventory accuracy, and simplified retail and wholesale operations, turning financial automation into a strategic advantage.
As per TrustRadius, 100% of buyers want to self-serve all or part of the buying journey.
B2B customers no longer want to call a sales rep or wait hours for a quote. They expect the same speed and autonomy they get as B2C customers. This is especially true for repeat buyers, small business owners, and younger procurement teams who prefer digital-first interactions.
According to Forrester, buyers aged 25 to 44 made up three-fourths of business buying teams in 2024. These younger people have different expectations; they want B2B stores to now look and feel more like B2C storefronts, which should include buyer-specific pricing, account dashboards, downloadable invoices, live order tracking, estimated delivery dates, etc.
Businesses that do not respond to these expectations risk losing relevance and sales in the coming years.
B2B buyers used to be okay with long lead times, but not anymore. With Amazon-level expectations creeping into wholesale, speed and accuracy in fulfillment are becoming serious deal-breakers.
They want shorter lead times, accurate ETAs, real-time shipping updates, and reliable inventory availability. Businesses are running leaner and ordering more frequently in smaller batches as they can’t afford long delays. Procurement teams are under pressure to keep inventory tight and avoid stockouts.
If you can’t deliver quickly and consistently, they’ll find someone else who can. To meet these expectations, 57% of ecommerce companies say they outsource some or all of their fulfillment processes.
Now, how can you respond to this shift?
Webgility makes faster fulfillment scalable. You can compare shipping rates from top carriers, batch print labels and packing slips, and even automate shipping rules based on weight, method, or sales channel. Whether you are shipping bulk orders or one-offs, Webgility lets you ship faster with fewer errors.
Global sourcing is no longer the default. B2B buyers are moving toward regional and local suppliers to avoid delays, reduce costs, and stay resilient in the face of disruptions.
For instance, the rising tariffs and geopolitical instability from the US exposed just how fragile supply chains can be.
Moreover, the fragility of supply chains has also pushed businesses to think less about saving a few bucks per unit and more about speed, control, and reliability. Because delays on your supplier’s end mean lost sales on yours.
B2B sellers can adapt by
Keeping up with these B2B ecommerce trends might seem like a lot, but with the right tools and processes, it’s totally doable.
Whether you’re automating your bookkeeping, speeding up fulfillment, managing multiple channels, or just offering a better buyer experience, having the right backend setup is key.
That’s where tools like Webgility can help. It’s built to help modern B2B sellers scale operations without the stress, so you can focus on growth while everything from inventory sync to accounting and shipping runs smoothly in the background.
Now, it’s your turn to adopt the trends, enable your team, and thrive in 2025.