Insights report | Key trends in B2B eCommerce

Insights report | Key trends in B2B eCommerce

This is an exciting time for B2B eCommerce, last year we saw a number of key trends pave their way, such as personalisation, omnichannel selling and mobile-first sites. The B2B eCommerce landscape is always changing, that’s why we’ve taken a look at some of the most significant emerging trends in 2022 so far. Let’s get started…

Self-service eCommerce

At the end of last year, we partnered with The Manufacturer to detail techniques for overcoming barriers to B2B commerce. One of those techniques included offering a self-service approach as B2B buyers look to gain more control over the buying process. Take a look at the full article here

As a fast growing figure, over 39% of B2B buyers crave the ability to self-serve online. This empowers a business to purchase without having to go through traditional sales channels. Self-service has been a particularly growing trend due to the increase in millennial decision-makers and advancements in commerce. 

Self-service can be driven by multiple features or tools which make purchasing much more streamlined. This includes a sophisticated account area where all purchases can be managed, optimised on-site search to empower users to find the best and most relevant products and also delivering valuable content such as FAQs and webinars. 

AI-powered personalisation 

As touched on in the introduction, personalisation was a key trend in 2021, in fact, personalisation is an ongoing trend as both B2B and B2C consumers look for faster, streamlined experiences. 

In 2022, we’re seeing a rise in AI-powered tools that supercharge personalisation through the extraction of meaningful data. This data can be translated into detailed consumer personas to help build personalised user journeys. This includes information on what interactions the consumer likes or dislikes with your brand, how often they interact with the brand, what content sparks their interest and so much more. 

It’s important to highlight that AI is continually advancing, and therefore it is essential for businesses to keep an eye out for further opportunities that will help to build relationships with consumers to support sales growth in the future. 

The power of Augmented Reality (AR) 

Augmented Reality (AR) technology is a B2C favourite, helping customers to visualise products in their own space using their phone or a laptop. The key benefit of AR is that it encourages customers to virtually try before they buy and offers an increased customer satisfaction. But how can AR be successfully attributed to B2B success? 

All B2B products or services need to be sold in a way to persuade the potential buyer to purchase. With that said, savvy B2B companies can gain an advantage by leveraging typical B2C selling techniques such as AR to make their product or service stand out from the competition. For example, AR can be used as a unique sales and engagement tool such as to enhance product presentations, product demos, visualise data and much more. 

As a fairly new technology to B2B, it’s already proving to streamline the whole sales process, with 38% of B2B buyers suggesting AR would speed up their purchasing.

Headless technology 

As B2B companies start to explore an omnichannel approach, they have a greater number of ways to reach their buyers. Headless Technology offer the perfect solution for B2B industries to future-proof their omnichannel business. By decoupling the front-end storefront from the back-end application, B2B suppliers can offer more choice on how buyers interact with them - this includes Augmented Reality mentioned above. 

Finding the perfect Headless eCommerce platform will also support multiple integrations, streamline operations, automate the ordering process and deliver real-time information. All this is invaluable to help increase profit margins. 


B2B industries such as wholesalers, distributors and manufacturers have heavily relied on traditional sales methods and their level of offline customer service. However, with swift, changing behaviour, B2B buyers want faster, more streamlined buying experiences that offer personalisation, with the ability to self-serve. Similarly to how they would expect as a typical consumer. 

B2B industries can leverage technology to future-proof their business and get ahead of the competition, including migrating to a headless platform and investing in B2C tools such as AR. 

Now is the time to move forward from legacy processes to speed up operations, improve buyer experience and increase profitability.

About 9xb 

Voted Best eCommerce Agency 2021, we have been helping businesses since 2004 to achieve eCommerce success. Whether you’re looking to re-platform or want more from your existing store, we’re here to help. 

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Call: 0113 543 6555


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