Digital commerce continues its rapid expansion across various channels, devices, industries, and markets. While most people associate “eCommerce” with business-to-consumer (B2C) transactions, a separate and equally significant sector exists: B2B (business-to-business) eCommerce. This involves commercial exchanges between two businesses, where one sells products or services to another.

This article explores the nature of B2B eCommerce, its operational mechanisms, and key trends shaping the landscape in the coming years.

Defining B2B eCommerce

At its core, B2B eCommerce is a digital transaction where the buyer and the seller are both businesses. Examples include a parts manufacturer selling components to a different company for assembly, a software firm providing CRM tools to a retail chain, or a wholesaler distributing goods to various retailers. These transactions are the foundation of many supply chains.

Key B2B eCommerce Market Statistics

United States (2027 Projections): The B2B eCommerce market is expected to reach an estimated $3 trillion by 2027, a significant increase from $1.7 trillion in 2021. This growth is projected to elevate the share of B2B eCommerce sales to 24% of all B2B sales, up from 16% in 2021. (Source: Forrester report)

Vietnam (2027 Projections): The B2B eCommerce market in Vietnam is experiencing a compound annual growth rate (CAGR) of 22.1%. Based on current trends, it is forecasted to reach approximately $17–20 billion by 2027. In 2024, B2B accounted for 26% of the country’s total eCommerce market, and this share is expected to grow to around 30% by 2030. (Source: Mordor Intelligence)

Japan (2027 Projections): In 2024, Japan’s B2B eCommerce was valued at an estimated $3.1 trillion, with a moderate CAGR suggesting a value of around $3.6–3.8 trillion by 2027. The online penetration rate for B2B transactions was 40% in 2024, a figure expected to rise steadily. (Source: Mordor Intelligence)

B2B vs. B2C: A Comparison of Commerce Models

The primary distinction between B2B and B2C lies in the customer base and their expectations. While B2C brands, like retail stores, cater to individual consumers with straightforward, quick purchases, B2B involves more complex transactions with diverse business clients.

• Formal Relationships: Unlike the often one-off nature of B2C transactions, B2B relationships are built on long-term value and reliability. Businesses rely on their suppliers for consistent operations, making long-term contracts and sustained partnerships a priority.
• Extended Buying Cycles: B2B purchases are rarely spontaneous. They typically involve multiple stages, including quoting, approvals, purchase orders, and contract reviews. The high value and strategic nature of these purchases lead to more structured processes that can span months or even years.
• Customization in Products and Pricing: Personalization is a standard feature in B2B transactions. Customers expect tailored product catalogs, custom pricing based on negotiated contracts, and specific discounts. Pricing can be dynamic and influenced by factors like volume, location, and the buyer’s relationship with the seller.
• Multi-Party Decision-Making: B2C decisions are usually made by a single person. In contrast, B2B purchases often involve numerous stakeholders, from budget approvers to end-users and managers. This requires a specific workflow to accommodate the needs and approval processes of all parties involved.
• Corporate Accounts and Roles: B2B sellers must accommodate the internal structures of their clients, who often have different departments with unique processes. This can necessitate flexible online stores that support various brands, product lines, and role-based permissions, such as allowing a junior buyer to approve purchases up to a certain amount, with larger orders routed for senior approval.
• Complex Payment Options: While B2C payments are typically simple (credit card, digital wallet), B2B payments are far more varied. Businesses may use invoices, wire transfers, or credit, often with specific negotiated terms (e.g., Net 30, Net 90) that must be supported by the eCommerce platform.

Types of B2B eCommerce Models

B2B eCommerce encompasses a variety of business models, each tailored to specific operational needs.

• B2B2B (Business-to-Business-to-Business): This model involves multiple business tiers, such as a manufacturer selling to a distributor, who then sells to a retailer.
• B2B2C (Business-to-Business-to-Customer): This hybrid model allows businesses to sell to end consumers while still operating within a B2B framework, gaining valuable insights into consumer behavior.
• D2C (Direct-to-Customer): In this model, businesses bypass traditional distributors to sell directly to consumers, increasing market control and strengthening customer relationships.
• B2M (Business-to-Many): This model involves selling products through various channels simultaneously, such as multiple online marketplaces, to broaden market reach.
• B2E (Business-to-Employee): This type of eCommerce is for internal use, providing a platform for employees to purchase company-approved products or services.
• B2G (Business-to-Government): This specialized model involves selling to government agencies, such as a PPE manufacturer providing supplies to a public health department.

Key B2B eCommerce Trends for 2026

The B2B landscape is in a state of flux. While digital adoption is high, customer satisfaction with online experiences often lags behind expectations. Research shows that:

• 67% of buyers make at least half their purchases online.
• 83% anticipate this percentage will continue to grow.
• However, 45% are dissatisfied with their current B2B digital experience.

Leading companies are focusing their investments on the following areas to bridge this gap:

• Smarter Self-Service: Beyond simple order entry, buyers now expect to track orders, analyze spending, and place repeat orders with a single click. Platforms that offer comprehensive order history (only 53% of current platforms do) and one-click reordering (only 33%) are gaining a competitive advantage.
• Mobile-First Functionality: Mobile traffic is on the rise, with 85% of buyers expecting to use mobile more in the coming year. However, satisfaction with mobile experiences is very low, with only 4% of buyers reporting they are “very satisfied.” Companies are developing dedicated apps with advanced features like approval workflows and account dashboards built for on-the-go use.
• AI Integration: AI is becoming an essential tool for both buyers and sellers. For buyers, it powers intelligent chatbots and personalized search. For sellers, it automates tedious tasks like converting emailed purchase orders and flagging errors, streamlining operations and increasing efficiency.
• Unified Sales Enablement: Buyers want a seamless experience that combines the convenience of self-service with access to a human representative when needed. 69% of buyers use digital access to sales reps when it is available. Platforms that provide integrated features like shared dashboards and chat functionalities are becoming the new standard.

Why Choose a B2B-Specific eCommerce Solution?

Generic B2C solutions are often ill-equipped to handle the complexities of B2B sales. A platform like OroCommerce is designed from the ground up for the long sales cycles and intricate needs of manufacturers, distributors, and wholesalers. It offers a unified solution that includes CRM, CPQ, workflow automation, and multi-channel capabilities, all in one package.

Frequently Asked Questions (FAQs)