What Defined B2B eCommerce in 2024: The Good, The Bad, and The Practical
OroCommerce
Creating long-term business resilience for manufacturers, distributors, and wholesalers.
2024 wasn’t about dramatic shifts. It was about improving what works and rethinking what doesn’t.
Below we take a closer look at what we think defined B2B eCommerce in 2024 – and would love to learn what stood out to you last year, too.?
1. The B2B Buying Process: Still Broken
We’ve all heard the complaints from B2B buyers: too many hoops to jump through, clunky processes, and a lack of digital options. The numbers back it up.
Over 3 in 4 B2B companies said their customers want a more digitized sales process, yet 71% described their own workflows as still “manual.”
The consequence? 13% of total sales, on average, are lost due to poor customer experiences, largely because companies aren’t meeting the demand for user-friendly digital tools.
If this sounds familiar, it’s time to take ownership of your customer experience. Appoint someone, like a senior product manager, who understands your buyers’ needs, prioritizes improvements, and works with teams to deliver a streamlined, user-friendly experience.
If you’re selling to other businesses, it’s time to start treating your eCommerce experience as a core product, not an afterthought.
The takeaway here is clear: buyers expect better. Progress is happening, but companies that invest in fixing the broken buying process now will be the ones leading the way tomorrow.
2. Hybrid Sales Took the Spotlight
Unsurprisingly, the top driver of B2B eCommerce revenue isn’t digital – it’s still human. Field sales teams, customer service reps, and outbound telesales remain the biggest contributors to eCommerce demand, especially in distribution.
B2B eCommerce thrives at the intersection of human expertise and digital innovation. In 2024, we saw a massive push toward hybrid sales models that unify traditional and digital channels. Yet this evolution comes with challenges.
For example, B2B sellers offering high-value consultations, branch counter sales, or phone support often see fewer shopping-cart sales. But that doesn’t mean eCommerce isn’t essential for attracting, onboarding, and retaining customers who want freedom to choose when and how they interact with a supplier.?
Customers increasingly use multiple channels to research products before making a purchase. For B2B sellers managing complex products or logistics, a robust eCommerce site is critical as an initial touchpoint in the sales cycle.
?? Complexity may kill the cart, but it doesn’t diminish the value of eCommerce.
Your website should do more than close sales. It should help customers research and access critical information, like order details, even when they choose other channels to complete their purchase. Measuring ROI solely by shopping-cart revenues underestimates the true impact of your digital presence.
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3. Cultural Resistance Slowed Digital Transformation
In 2024, digital transformation stayed on everyone’s to-do list, but for many companies, progress stalled; not because the tools weren’t ready, but because the teams weren’t.?
Take the shift to eCommerce: Many companies invest in new tools but still struggle because teams stick to “how it’s always been done.” Sales teams fear losing control over relationships. Meanwhile, leadership often underestimates how much buy-in and alignment it takes to make real change happen.
A simple but effective approach? Start with your customers. Customer satisfaction surveys can reveal where buyers want you to evolve. For example, if buyers say they need faster quoting, start there. When teams see how digital tools solve real customer pain points, resistance turns into adoption.
4. AI: Overhyped Yet Finally Useful
AI has been hyped for years, but in 2024, it started showing its practical side. While many B2B companies are still exploring how to use AI effectively, a few clear use cases have emerged:
What’s important to remember is that today’s AI solutions can get you 60 to 70% of the way to solving a problem – significant enough to make a difference but not a full replacement for the tasks your teams handle.
This balance makes AI worth the investment without overpromising its capabilities.?
At OroCommerce, we focus on tackling everyday B2B challenges with practical AI. Tools like AI SmartOrder and AI SmartAgent, now being piloted by several companies, aim to simplify how complex orders are handled and reduce the back-and-forth with sales reps.?
The goal is to take the frustration out of the process and create tools that genuinely support how businesses operate.?
Looking ahead, the challenge for B2B companies is clear: simplify, unify, and keep evolving. The progress is promising, but companies that focus on practical improvements will see the biggest gains.
What defined 2024 for you?