B2B commerce is no stranger to trends, but not every buzzword lives up to the hype. Some ideas reshape how we do business, while others quietly fade into the background. So, what’s actually shaping the future in 2025? Here’s a straightforward look at what’s IN, what’s OUT, and why it all matters for your business.
AI as a Magic Fix → AI with Clear Use Cases
AI isn’t a miracle cure, and it’s not going to solve poorly defined problems with messy data. In 2025, businesses are focusing on AI where it actually works: smarter search, predictive analytics, and tools that deliver clear, measurable value.
For example, a petrochemical manufacturer is piloting a tool to automate purchase order processing. The AI extracts order details from emails and PDFs, cross-checks quantities and pricing against system records, and flags discrepancies instantly, reducing manual entry by up to 95%.
Learn how new, practical AI tools for B2B eCommerce work in the video below:
One-Size-Fits-All Personalization → Contextual Personalization Aligned with B2B Complexity
Slapping a buyer’s name on an email isn’t personalization, and B2B buyers aren’t impressed by surface-level tricks borrowed from B2C. In 2025, personalization means showing accurate pricing, relevant product catalogs, and tailored promotions – right where and when they’re needed.
Unlike B2C, where buyers browse for pleasure, B2B buyers are often under pressure to make accurate, efficient decisions. Personalization must reduce the complexity of their journey, whether by recommending compatible products for a project, filtering options to eliminate irrelevant results, or offering promotions tied to their purchasing history.
One-Off Digital Transformation Projects → Iterative, Phased Digital Evolution
Digital transformation isn’t a single milestone – it’s an ongoing process. In 2025, smart businesses are focusing on phased rollouts and continuous improvement. Instead of betting everything on one big launch, they’re building smarter, one step at a time.
The MVP (Minimum Viable Product) approach is central to this mindset. Rather than overloading a project with every possible feature upfront, businesses focus on launching with core capabilities that deliver immediate value. This allows teams to gather real-world feedback, refine processes, and expand functionality over time.
Listen to Braskem's MVP Story in the B2B Commerce UnCut Podcast
“B2B Needs a B2C Digital Experience” Narrative → Digital Experiences That Fit B2B Realities
More companies are recognizing that their buyers aren’t looking for a shopping experience, they’re looking for tools to get what they need, as quickly and accurately as possible. The focus is shifting from imitating B2C to delivering what actually matters in B2B: speed, clarity, and precision.
Consider a customer working on a complex project that requires a combination of products, services, or configurations. They don’t have the time to sift through hundreds of similar items or navigate vague search results.
Instead of overwhelming buyers with endless options, businesses can provide pre-configured bundles that adapt as buyers make their selections. For example, a buyer might start with a core product, and based on their choice, receive guided options for compatible add-ons and services curated to fit their specific needs.
Tune in to the expert discussion “B2B Buyers Don’t Want a B2C Experience” here.
Overhyped Composability Narratives → Practical, Goal-Driven Composability
Composable commerce sounds great on paper, but it’s not a shortcut to success. In 2025, businesses will be more intentional – integrating tools that serve specific goals instead of chasing abstract flexibility.
Practical composability isn’t about having every tool – it’s about having the right tools, working together to achieve measurable outcomes like faster workflows, reduced errors, or better customer experiences.
B2B eCommerce Measured by Direct Sales Only → B2B eCommerce as a Growth Engine Across Channels
If your eCommerce site were a salesperson, would it quit after the first “just browsing” comment?
In 2025, buyers zigzag between channels. They research online, call sales reps, and circle back to your site for details. Smart businesses are learning to embrace this hybrid buying behavior. In fact, McKinsey reports that hybrid sales can drive up to 50% more revenue by combining the efficiency of online tools with the expertise of sales teams.
For example, features like “order on behalf” let sales reps assist buyers with complex purchases while maintaining the flexibility of a digital experience.
Treating eCommerce as part of the overall sales process allows companies to handle complex orders more effectively, help sales teams assist buyers in real time, and ensure customers have the flexibility to complete purchases on their own terms.
What’s Next for B2B Commerce in 2025
2025 will be defined by businesses making deliberate choices. Instead of chasing trends, they’re focusing on what works: streamlining workflows, enabling smarter buying journeys, and using technology to adapt to complex demands. The companies that prioritize these practical solutions are the ones that will lead the way.
Which of these trends aligns with your plans for the coming year? Let’s dive into the opportunities ahead.