Gitnux/Report 2026

B2B E Commerce Industry Statistics

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B2B E Commerce Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

Before any source is gathered, an editor locks the question, what qualifies, and how the piece will be judged.

02Source Research

Search agents collect the source set and pull each data point out with its provenance attached.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The b2b e commerce industry at a glance

Global B2B e-commerce is projected to reach $36 trillion in 2026, with Asia-Pacific expected to account for 80% of market value as digital procurement, marketplaces and AI-enabled selling expand.

$36T[60]
Global market size, 2026
14.5%[60]
Global CAGR through 2026
80%[60]
APAC share, 2026
$2.83T
U.S. B2B sales, 2026
Market size
The International Trade Administration puts worldwide B2B e-commerce sales at $36 trillion in 2026. The estimate includes substantial transaction value from advanced manufacturing, energy, healthcare and professional business services.[60]
Forecast & CAGR
Global B2B e-commerce is forecast to grow at a 14.5% compound annual growth rate through 2026. U.S. B2B e-commerce sales are projected to rise from $2.55 trillion in 2025 to $2.83 trillion in 2026, according to figures compiled by Statista from Forrester and other sources.[60]
Market share & regions
Asia-Pacific is expected to represent 80% of global B2B e-commerce market value in 2026. The International Trade Administration identifies Latin America and the Middle East as smaller regions where B2B e-commerce value is expected to grow particularly quickly.[60]
Segmentation
By industry, advanced manufacturing, energy, healthcare and professional business services account for much of global B2B e-commerce value. By channel, 56% of B2B retailers use marketplaces, while 58% sell on at least three e-commerce platforms, indicating a fragmented mix of direct sites, marketplaces and multi-platform selling.[60][56]
Key players & concentration
Marketplace participation is led by Amazon, used by 69% of surveyed B2B retailers, followed by Alibaba/AliExpress at 26%, eBay at 21%, Shein at 20% and Temu at 19%. These figures measure retailer usage rather than transaction-market concentration, but they show Amazon’s leading position among surveyed platforms.[56]
Pricing
Payment and fulfillment terms remain important components of B2B pricing. In 2025, 76% of surveyed B2B retailers offered digital-wallet payments, 35% offered buy-now-pay-later options and 64% offered product subscriptions; 46% incorporated delivery costs into product pricing by offering nominally free delivery.[56]
Trends, drivers & challenges
Digital self-service, marketplaces, AI and cross-border selling are the main growth themes: 61% of B2B retailers use AI across their e-commerce platforms, 72% sell to businesses in other countries and 78% expect website sales to grow over the next three to five years. Cost and complexity remain constraints, with 44% citing expensive delivery, 37% expensive returns and 32% customs as barriers to international selling.[56]
Consumer behavior & competition
B2B buyers increasingly combine self-service research with human validation. Gartner reports that 70% prefer a completely digital, self-service buying experience, 67% prefer a sales-rep-free experience and 69% still prefer to use sales representatives to validate AI-generated insights; 45% used generative AI during a recent purchase.[28]
M&A
M&A is extending beyond storefront software into sales automation and commerce infrastructure. In July 2026, PAR Technology completed its acquisition of substantially all assets of ConnectAndSell, an AI sales-acceleration platform serving approximately 250 B2B organizations; disclosed consideration included $13.2 million plus performance-linked earn-outs.[61]
Regulation
The European Union’s VAT in the Digital Age package was published on March 25, 2025. Its digital reporting requirements for cross-border B2B transactions begin on July 1, 2030, while the package estimates that e-invoicing could reduce VAT fraud by up to €11 billion annually and administrative and compliance costs by more than €4.1 billion per year over ten years.[62]
Latest news
The latest available industry indicators show continued platform diversification and AI adoption in 2026. Visa’s 2026 global payments report says merchants accept four to five e-commerce payment methods on average; cards, digital wallets and bank transfers each exceed 60% acceptance, while real-time payments reach 43%.[63]

02 Ranking

Top 10 Companies in the B2b E Commerce Industry

The leading companies in the b2b e commerce industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Oracle leads Gitnux's 2026 b2b e commerce ranking with an Overall score of 9.7, with revenue growth of 17% and operating margin of 31%. Shopify is the highest-ranked commerce infrastructure provider at 9.4, with revenue growth of 30.1% and operating margin of 12.7%.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in enterprise commerce platforms

    Oracle

    US

    Ranked #1 · 9.7 · Enterprise commerce platforms

    Why we picked it: Enterprise commerce and ERP capabilities align to procurement operations using cloud applications and ERP.

    See in ranking ↓Visit oracle.com ↗

  2. Leader in commerce infrastructure

    Shopify

    CA

    Ranked #2 · 9.4 · Commerce infrastructure

    Why we picked it: Commerce infrastructure supports B2B and is used by millions of businesses in more than 175 countries.

    See in ranking ↓Visit shopify.com ↗

  3. Leader in customer experience commerce

    Salesforce

    US

    Ranked #3 · 9.4 · Customer experience commerce

    Why we picked it: Digital commerce and customer-experience software fits B2B buying paths with self-service and validation.

    See in ranking ↓Visit salesforce.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the b2b e commerce industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Oracle

Enterprise commerce platforms · US

9.7
2

Shopify

Commerce infrastructure · CA

9.4
3

Salesforce

Customer experience commerce · US

9.4
4

SAP

Enterprise commerce platforms · DE

9.3
5

Adobe

Digital experience commerce · US

9.3
6

Mirakl

Marketplace and dropship commerce software · FR

8.6
7

Alibaba Group

B2B marketplaces and digital commerce infrastructure · CN

8.3
8

JD.com

Integrated retail, wholesale and supply-chain commerce · CN

8.0
9

VTEX

Enterprise digital commerce platform · BR

7.9
10

Commerce

Open SaaS B2B and B2C commerce platform · US

7.8

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 11). Top 10 companies in the b2b e commerce industry. In B2B E Commerce Industry Statistics. Gitnux. https://gitnux.org/b2b-e-commerce-industry-statistics/#top-companies

report visual · Comparison

Revenue of the largest b2b e commerce companies

Oracle leads with $57.4B in annual revenue (group level, converted to USD).

Oracle$57.4B
Salesforce$41.5B
SAP$39.7B
Adobe$23.8B
Commerce$342M
VTEX$241M
source-verifiedinvestor.oracle.com · investor.salesforce.com · sap.com · adobe.com · investors.bigcommerce.com · s28.q4cdn.com2026

04 Statistics

Technology & Innovation

AI adoption in B2B commerce moves beyond experimentation: 71% of B2B ecommerce businesses leverage AI in 2026. Product and customer data sync also reaches high levels across ERP and B2B software.

AI in the b2b e commerce industry

  • 41% of B2B companies were fully operational with AI in 2024, according to a survey of B2B ecommerce professionals.[1]
  • 89% of B2B ecommerce practitioners identified AI and machine learning for digital customer experience as a leading three-to-five-year trend in 2025.[2]
  • 20% of B2B ecommerce respondents had used AI previously but were not using it currently in 2024, while 13% were very familiar with AI but had never used it.[1]
  • 71% of B2B ecommerce businesses were leveraging AI in 2026, up from 67% in 2025, according to a global survey.[1]
  • 86% of B2B organizations said they were likely to select a solution with AI capabilities to help drive ecommerce sales in 2023.[1]
  • 15% of B2B ecommerce practitioners reported that AI was already embedded in their core ecommerce operations in 2026.[2]

Automation in the b2b e commerce industry

  • 90% of wholesale brands synced product data between enterprise systems and B2B software in 2024.[3]
  • 76% of wholesale brands used a B2B software solution at some point in the distribution process in 2024.[3]
  • 75% of wholesale brands synced customer data between enterprise systems and B2B software in 2024.[3]
  • 41% of wholesale brands synced payment data between enterprise systems and B2B software in 2024.[3]
  • 64% of wholesale brands synced shipping data between enterprise systems and B2B software in 2024.[3]
  • 85% of wholesale brands synced order data between enterprise systems and B2B software in 2024.[3]

Digital Transformation in the retail and e-commerce sector (sector benchmark)

  • Among EU large businesses, 96% reached at least a basic level of digital intensity in 2025.[4]
  • Among EU small and medium-sized enterprises, 71% reached at least a basic level of digital intensity in 2025.[4]
  • Across retail and consumer-goods companies, 70% of business functions had generative AI adopted or piloted in 2025.[5]
  • Across EU businesses, 74% reached at least a basic level of digital intensity in 2024.[4]

Technology Adoption in the retail and e-commerce sector (sector benchmark)

  • Across US and European retailers, 21% had fully scaled edge computing technologies in 2025.[6]
  • Across US and European retailers, 23% had fully scaled wireless communication technologies such as RFID or Bluetooth in 2025.[6]
  • Across US and European retailers, 66% had moved beyond exploration and testing of store-intelligence technologies in 2025.[6]
  • Across US and European retailers, 16% had fully scaled artificial intelligence in 2025.[6]
  • Across US and European retailers, 27% had fully scaled cameras and sensors in 2025.[6]

Cloud Computing in the retail and e-commerce sector (sector benchmark)

  • Across EU enterprises using paid cloud services, 71.69% used cloud-based office software in 2025.[4]
  • Across EU enterprises using paid cloud services, 71.53% used cloud-based file storage in 2025.[4]
  • Across EU enterprises using paid cloud services, 45.52% hosted enterprise databases in the cloud in 2025.[4]
  • Across EU enterprises, 52.74% used paid cloud-computing services in 2025.[4]
  • Across EU enterprises using paid cloud services, 85.15% used cloud-based email in 2025.[4]

Big Data in the retail and e-commerce sector (sector benchmark)

  • Across EU enterprises, 26.20% performed data analytics on transaction records such as sales and payment records in 2025.[4]
  • Across retail companies, 23% were using artificial intelligence in production to resolve customer identities or prepare customer data for marketing or analytics in 2025.[7]
  • Across retail companies, 64% said their customer data was structured and accessible enough to support artificial-intelligence use cases in 2025.[7]
  • Across EU enterprises, 33.02% performed data analytics using their own employees in 2025.[4]

05 Statistics

Data & Analytics

Data quality and governance constrain growth, with 55% of B2B practitioners citing data cleanliness and hygiene as their biggest barrier to growth in 2026. AI is a leading investment priority for 55% in 2026.

Business intelligence in the b2b e commerce industry

  • 47% of wholesale brands used average order value to inform decisions in 2024.[3]
  • 55% of B2B practitioners ranked data cleanliness and hygiene as their biggest barrier to growth in 2026.[2]
  • 17% of wholesale brands used campaign-conversion rates to inform decisions in 2024.[3]
  • 8% of wholesale brands used lost orders or cart-abandonment rates to inform decisions in 2024.[3]
  • 80% of B2B brands reported an established practice of using data and technology to inform business decisions in 2024.[3]
  • 61% of wholesale brands used growth by account or retailer to inform decisions in 2024.[3]

Data analytics in the b2b e commerce industry

  • 55% of B2B practitioners ranked artificial intelligence as their top technology investment priority in 2026.[2]
  • 84% of B2B ecommerce companies recognized artificial intelligence as important to their long-term strategy in 2025.[1]
  • 29% of B2B organizations used customer lifetime value as a top-three ecommerce success metric in 2024.[1]
  • 67% of B2B ecommerce companies used artificial intelligence and machine learning to support growth in 2025.[1]
  • 81% of B2B practitioners planned to spend actively on artificial intelligence over the following 12 months in 2026.[2]
  • 60% of B2B organizations reported higher ecommerce conversion rates when comparing 2025 with 2024.[2]

Data Quality in the retail and e-commerce sector (sector benchmark)

  • Across retail and e-commerce, 29% of respondents rated their customer-data collection methods not very effective in 2024.[8]
  • Across retail and e-commerce, 48% of respondents rated their customer-data collection methods only somewhat effective in 2024.[8]
  • Across retail and e-commerce, 66% of respondents identified data-quality controls as a significant challenge in 2024.[8]
  • Across retail and e-commerce, 62% of respondents rated their data-management practices only somewhat effective in 2024.[8]
  • Across retail and e-commerce, 66% of respondents rated their identity-resolution ability only somewhat effective in 2024.[8]

Data Governance in the retail and e-commerce sector (sector benchmark)

  • Across retail and e-commerce, 57% of respondents identified data governance as a significant challenge in 2024.[8]
  • Across retail and consumer-products companies, 96% of respondents said breaking down data silos was a significant challenge in 2025.[9]
  • Across retail and consumer-products companies, 53.5% of respondents said regulatory compliance was not a significant data challenge in 2025.[9]
  • Across retail and CPG companies, 35% of respondents cited inconsistent or incorrect answers to data questions as a governance-related blocker in 2025.[10]
  • Across retail and consumer-products companies, 66% of respondents said their data-management capabilities were only somewhat unified in 2025.[9]
  • Across retail and CPG companies, 31% of respondents cited the lack of a corporate data strategy and semantic layer as a key challenge in 2025.[10]

KPIs in the b2b e commerce industry

  • 53% of B2B organizations reported increased average order value from 2024 to 2025.[2]
  • 45% of B2B organizations reported increased profitability per online order from 2024 to 2025.[2]
  • 29% of B2B organizations ranked customer lifetime value among their top three ecommerce success metrics in 2024.[1]
  • 60% of B2B organizations reported increased ecommerce conversion rates from 2024 to 2025.[2]
  • 32% of B2B organizations ranked click-through rate among their top three ecommerce success metrics in 2024.[1]
  • 55% of B2B organizations reported increased total orders per customer from 2024 to 2025.[2]

06 Statistics

Strategy & Growth

Growth expectations concentrate on online spending and GMV expansion, with global B2B ecommerce GMV reaching $36.2T in 2026. Experience negatives and return costs still shape conversion.

Growth in the b2b e commerce industry

  • $24.453 trillion was global B2B ecommerce GMV in 2023, according to BigCommerce estimates.[11]
  • $32.118 trillion was global B2B ecommerce GMV in 2025, according to BigCommerce estimates.[11]
  • 61% of B2B seekers were willing to spend $500,000 or more online in the latest McKinsey survey cited in 2026.[12]
  • $28.082 trillion was global B2B ecommerce GMV in 2024, according to BigCommerce estimates.[11]
  • 14% was the increase in ecommerce revenue share among distributors from 2023 to 2024, United States survey.[13]
  • 25% was the increase in ecommerce revenue share among distributors from 2022 to 2024, United States survey.[13]

Differentiation in the b2b e commerce industry

  • 37% of cross-border businesses say returns are too expensive in 2025, globally surveyed firms.[14]
  • 38.4% of B2B buyers reported a negative or somewhat negative online shopping experience in 2024, globally surveyed buyers.[11]
  • 22% of cross-border businesses do not display full landed costs in 2025, globally surveyed firms.[14]
  • 62% of international ecommerce retailers provide local language and currency options to differentiate their offer in 2025.[15]
  • 32% of cross-border businesses want to avoid customs complexity in 2025, globally surveyed firms.[14]
  • 44% of cross-border businesses say delivery is too expensive in 2025, globally surveyed firms.[14]

Mergers and acquisitions in the b2b e commerce industry

  • 70.0% of ecommerce-sector M&A transactions were strategic acquisitions in 2023.[16]
  • 1,089 digital-commerce transactions were recorded in the first half of 2024, compared with 1,063 in the preceding six months.[17]
  • 141 ecommerce-sector M&A transactions were recorded year to date in 2024, up 41% year over year.[16]
  • 61.8% of ecommerce-sector M&A transactions were strategic acquisitions in 2022.[16]
  • 62.4% of ecommerce-sector M&A transactions were strategic acquisitions year to date in 2024.[16]
  • 37.6% of ecommerce-sector M&A transactions were financial acquisitions year to date in 2024.[16]

Strategic partnerships in the b2b e commerce industry

  • 92% of B2B buyers using EDI planned to shift partially or completely to other commerce channels by 2025, increasing the importance of channel alliances.[18]
  • 52% of retailers planned to increase sales through existing channel partners in the Radial survey period.[19]

07 Statistics

People & Workforce

Workforce capability gaps show up in leadership and specialization, with 40% of B2B ecommerce practitioners reporting very few or no employees in specialized digital roles in 2025. Sales roles shift after ecommerce growth in 2026.

Hiring in the b2b e commerce industry

  • More than 40% of B2B ecommerce executives said their most senior business leader had little or no digital experience in 2025.[2]
  • 26% of B2B ecommerce practitioners described their most senior business leader as having extensive digital experience in 2025.[2]
  • 59% of B2B sales organizations said some salespeople were retrained and shifted toward marketing or other departments after ecommerce growth in 2026.[20]
  • 16% of B2B organizations said ecommerce growth reduced investment in their sales teams in 2026.[20]
  • 54% of senior wholesale decision-makers shared final authority for ecommerce decisions in a 2026 survey, while 46% were final decision-makers.[3]

Employee retention in the b2b e commerce industry

  • 21% of B2B sales organizations said digital commerce allowed salespeople to focus more time on their most valuable customers in 2026.[20]
  • 28% of B2B organizations said management moved salespeople to different sales territories after ecommerce growth in 2026.[20]
  • 40% of B2B ecommerce practitioners said their companies had very few or no employees in specialized digital roles in 2025.[2]
  • 37% of B2B organizations with stable sales-team sizes said sales roles were evolving after ecommerce growth in 2026.[20]

Remote Work in the retail and e-commerce sector (sector benchmark)

  • Across U.S. retail trade, employees worked from home for 14.02% of full paid working days in 2025.[21]
  • Across U.S. retail trade, employees worked from home for 15.14% of full paid working days in 2022.[21]
  • Across U.S. retail trade, employees worked from home for 14.03% of full paid working days in 2023.[21]
  • Across U.S. retail trade, employees worked from home for 13.46% of full paid working days in 2024.[21]
  • Across U.S. retail trade, employees worked from home for 14.09% of full paid working days in 2026.[21]

Hybrid Work in the retail and e-commerce sector (sector benchmark)

  • Across retail organizations globally, 42% used mandated office days as their hybrid-work model in 2025.[22]
  • Across U.K. employers, 65% required hybrid employees to attend the workplace a minimum number of days in 2025.[23]
  • Across U.K. employers, 23% used informal manager-employee arrangements for hybrid work in 2025.[23]
  • Across U.K. employers, 42% had a formal hybrid-working policy in 2025.[23]
  • Across retail organizations globally, 55% of employees worked from the office five days per week in 2025.[22]

Upskilling in the b2b e commerce industry

  • AI and machine learning was among the critical employee skill areas identified by B2B ecommerce practitioners surveyed in January 2025.[24]
  • Data analytics was among the critical employee skill areas identified by B2B ecommerce practitioners surveyed in January 2025.[24]
  • 43% of B2B organizations in Australia, New Zealand, Southeast Asia and India rated their people and skills capabilities as okay in 2021.[25]
  • 53% of B2B organizations in Australia, New Zealand, Southeast Asia and India rated their people and skills capabilities as good in 2021.[25]
  • 63% of B2B salespeople said ecommerce freed them from order-processing logistics and enabled more strategic advisory work in 2026.[20]

Employee Engagement in the retail and e-commerce sector (sector benchmark)

  • Across U.S. retail workers, 24% were promoters of their organizations in Seramount’s spring 2025 survey.[26]
  • Across retail employees, 84% would recommend their company as a great place to work in Culture Amp’s 2024 dataset.[26]
  • Across retail employees in Culture Amp’s 2024 dataset, 70% were engaged in 2025 reporting.[26]
  • Across U.S. retail workers, 24% reported one or more symptoms of burnout in Seramount’s spring 2025 survey.[26]
  • Across retail employees, 71% agreed their company contributed to their learning and development in Culture Amp’s 2024 dataset.[26]

Change Management in the retail and e-commerce sector (sector benchmark)

  • Across organizations surveyed by Gartner, 74% of HR leaders said managers were not equipped to lead change in 2025.[27]

08 Statistics

Customer & Sales

Buyers keep favoring representative-free paths while still validating insights with sales. Gartner reports 75% of B2B buyers prefer a representative-free purchase experience and 69% still prefer sales representatives.

Customer experience in the b2b e commerce industry

  • Self-service digital-commerce customers were 1.65 times more likely to experience purchase regret than customers using traditional sales channels, according to Gartner’s 2022 B2B buyer survey.[28]
  • 42% of B2B ecommerce companies identified improving customer experience as a major priority in 2026.[2]
  • 73% of B2B buyers actively avoid suppliers that send irrelevant outreach, according to a 2024 buyer survey.[28]
  • 75% of B2B buyers preferred a representative-free purchase experience in Gartner research published in 2024.[28]
  • 48% of B2B ecommerce survey respondents had recently invested in, or planned to invest in, ecommerce experience improvements in 2024.[1]

Customer retention in the b2b e commerce industry

  • 20.8% was the customer-retention rate reported by transportation companies in the 2026 CMO Survey.[29]
  • 18.0% was the reported customer-retention rate for B2B service companies in the 2026 CMO Survey.[29]
  • 18.2% was the customer-retention rate reported by companies with revenues above $10 billion in the 2026 CMO Survey.[29]
  • 13.1% was the reported customer-retention rate for B2B product companies in the 2026 CMO Survey.[29]
  • 12.8% was the customer-retention rate reported by companies generating online sales in the 2026 CMO Survey.[29]

Customer acquisition in the b2b e commerce industry

  • 6.2% was the customer-acquisition rate reported by companies with revenues above $10 billion in the 2026 CMO Survey.[29]
  • 8.1% was the reported customer-acquisition rate for B2B product companies in the 2026 CMO Survey.[29]
  • 7.4% was the customer-acquisition rate reported by companies with fewer than 50 employees in the 2026 CMO Survey.[29]
  • 13.8% was the customer-acquisition rate reported by companies with revenues of $26 million to $99 million in the 2026 CMO Survey.[29]
  • 12.8% was the customer-acquisition rate reported by companies generating online sales in the 2026 CMO Survey.[29]

Customer loyalty in the b2b e commerce industry

  • 73% of U.S. B2B buyers reported supplier loyalty in SAP’s 2025 study.[30]
  • 36% of B2B buyers had worked with a supplier for an average of three to five years in SAP’s 2025 study.[30]
  • 71% of B2B buyers were loyal to at least one supplier in SAP’s 2025 global buyer-loyalty study.[30]
  • 68% of Taiwanese B2B buyers reported supplier loyalty in SAP’s 2025 study.[30]
  • 76% of Australian B2B buyers reported supplier loyalty in SAP’s 2025 study.[30]

Lead generation in the b2b e commerce industry

  • 68% of B2B companies reported improved marketing-sourced leads in the 2025 Norwest benchmark report.[31]
  • 76% of B2B marketers said content marketing helped generate demand or leads during the 12 months covered by the 2024 study.[32]
  • 52% of B2B marketers used lead quality to evaluate content performance in the 2024 benchmark study.[32]
  • 47% of B2B marketing respondents said in-person events generated a large portion of their leads in the 2024 benchmark survey.[33]
  • 73% of B2B marketers used conversions to evaluate content performance in the 2024 benchmark study.[32]

09 Statistics

Marketing & Brand

Content investment continues, with 91% of B2B respondents increasing content output in 2025. Paid channels are common, with 84% of B2B marketers using paid channels for content marketing in 2025.

Marketing in the b2b e commerce industry

  • 91% of B2B respondents increased their content output in 2025, according to 10Fold’s survey.[34]
  • 84% of B2B marketers used paid channels for content marketing in the 2025 study.[32]
  • 62% of B2B marketers said content marketing helped nurture subscribers, audiences, or leads in the 2025 study.[32]
  • 52% of B2B marketers said content marketing helped grow loyalty with existing clients or customers in the 2025 study.[32]
  • 61% of B2B marketers said search-engine marketing or pay-per-click produced the best results among paid content-marketing channels in 2025.[32]

Digital marketing in the b2b e commerce industry

  • 89% of B2B marketers used organic social-media platforms for content distribution in the 2025 benchmark study.[32]
  • 64% of B2B marketers using paid channels used search-engine marketing or pay-per-click in the 2025 study.[32]
  • 84% of B2B marketers used corporate blogs for content distribution in the 2025 benchmark study.[32]
  • 75% of B2B buyers preferred a representative-free purchase experience, according to Gartner’s 2022 buyer survey reported in 2024.[28]
  • 73% of B2B marketers using paid channels used social-media advertising or promoted posts in the 2025 study.[32]

Branding in the b2b e commerce industry

  • 84% of B2B marketers said content marketing helped create brand awareness during the 12 months covered by the 2024 study.[32]
  • 85% of B2B marketers said LinkedIn delivered the best value for their organization in the 2025 benchmark study.[32]
  • 23% of B2B marketing budgets were allocated to paid media in LinkedIn’s 2024 benchmark report.[35]
  • 67% of B2B chief marketing officers reported they were likely to undergo a reorganization in 2024.[35]
  • 22% of B2B marketers said YouTube delivered the best value for their organization in the 2025 benchmark study.[32]

Social media in the b2b e commerce industry

  • 9% of B2B marketers increased their use of TikTok during the 12 months covered by the 2025 benchmark study.[32]
  • 68% of B2B marketers increased their use of LinkedIn during the 12 months covered by the 2025 benchmark study.[32]
  • 6% of B2B marketers increased their use of Reddit during the 12 months covered by the 2025 benchmark study.[32]
  • 39% of B2B marketers said they did not use X in the 2025 benchmark study.[32]
  • 27% of B2B marketers increased their use of Instagram during the 12 months covered by the 2025 benchmark study.[32]

Influencer Marketing in the retail and e-commerce sector (sector benchmark)

  • 91% of brands investing in creator marketing ran an always-on component in 2026, including 62% with hybrid programs and 29% with fully continuous programs.[36]
  • 78% of surveyed brands reported growing creator-marketing budgets in 2025, up from 36% reporting budget growth in 2024.[36]
  • 49% of brands investing in creator marketing reported sales as an impact of creator activity in 2026, compared with 60% citing brand sentiment and 58% citing awareness.[36]
  • 58% of brands integrated retail media networks and creator marketing platforms by amplifying creator-generated content on retail media channels in 2025.[36]
  • 80% of brands investing in creator marketing increased creator budgets in 2026, while 25% raised creator spending by more than 10%.[36]

10 Statistics

Operations & Execution

Integration across enterprise systems is widespread: 90% of B2B brands synced product data between ERP or PLM and B2B software in 2024. Procurement and reconciliation automation also ranks high for 2025.

Process optimization in the b2b e commerce industry

  • 76% of B2B brands used a B2B software solution somewhere in their wholesale distribution process in 2024.[3]
  • 64% of B2B brands synced shipping data between their ERP or PLM and B2B software in 2024.[3]
  • 95% of B2B procurement decision-makers said procurement has room for optimization in the 2024 global survey.[37]
  • 78% of B2B brands synced pricing data between their ERP or PLM and B2B software in 2024.[3]
  • 90% of B2B brands synced product data between their ERP or PLM and B2B software in 2024.[3]

Operational efficiency in the b2b e commerce industry

  • 38% of enterprise procurement professionals said their organizations did not use procurement analytics or reporting tools in 2024.[37]
  • 97% of B2B finance and procurement professionals rated automation and artificial intelligence important for the future of reconciliation in 2025.[37]
  • 35% of B2B procurement survey respondents spent more than five hours resolving a single reconciliation issue in 2025.[37]
  • 65% of procurement teams used analytics or tools to understand performance, trends, data and insights in 2025.[37]
  • 42% of procurement teams used artificial intelligence to optimize purchasing decisions in 2025.[37]

Quality management in the b2b e commerce industry

  • 41% of B2B brands synced payment data between ERP or PLM systems and B2B software in 2024.[3]
  • 22% of B2B brands were extremely confident in the accuracy of data synced between ERP or PLM systems and B2B software in 2024.[3]
  • 44% of B2B brands were very confident in the accuracy of data synced between ERP or PLM systems and B2B software in 2024.[3]
  • 99% fewer errors were associated with electronic data capture than manual processes in a 2025 procurement study used by Amazon Business.[37]
  • 3% of B2B brands were not very confident in the accuracy of data synced between ERP or PLM systems and B2B software in 2024.[3]

Supply chain in the b2b e commerce industry

  • 32% of procurement decision-makers identified supply-chain disruption as an organizational risk in 2025.[37]
  • 81% of supply-chain leaders reported ongoing e-commerce growth in the 2025 State of Supply Chain Omnichannel survey.[38]
  • 60% of supply-chain leaders identified distribution and logistics as an area affected by e-commerce in 2024.[39]
  • 60% of supply-chain leaders identified order fulfillment as an area affected by e-commerce in 2024.[39]
  • Nearly 81% of supply-chain leaders were implementing omnichannel distribution strategies in 2025.[38]

Outsourcing / Offshoring in the retail and e-commerce sector (sector benchmark)

  • 76% of retail organizations with $150 million–$200 million in revenue outsourced some or all fulfillment in 2025.[19]
  • 57% of retail organizations with $50 million–$100 million in revenue outsourced some or all fulfillment in 2025.[19]
  • 74% of retailers surveyed sourced internationally, including 71% of small companies and 84% of larger companies, in 2024.[40]
  • Among U.S. apparel imports, China’s share fell from 30% in 2019 to 21% in 2023, while other Asian suppliers’ share rose from 30% to 35%.[12]
  • 72% of retail organizations with $100 million–$150 million in revenue outsourced some or all fulfillment in 2025.[19]

11 Statistics

Finance & Pricing

B2B pricing shifts toward contract and tools rather than uniform models, with 27% using custom pricing in 2025 and 80% using dynamic pricing as a tool. Risk monitoring gaps still exist, with 20% lacking systems to manage risk in 2025.

Pricing strategy in the b2b e commerce industry

  • 9% of B2B brands used tiered pricing based on order volume or purchase frequency in 2025.[3]
  • 27% of B2B brands used custom pricing based on customer-specific arrangements or contracts in 2025.[3]
  • 80% of B2B brands used dynamic pricing as a tool rather than a core pricing strategy in 2025.[3]
  • 17% of B2B brands considered dynamic pricing essential to their e-commerce strategy in 2025.[3]
  • 8% of B2B brands used dynamic pricing based on real-time data and algorithms in 2025.[3]

Cost reduction in the b2b e commerce industry

  • 46% of organizations were required to use local businesses in the 2025 State of Procurement Report.[37]
  • 64% of SMB purchasing decision-makers identified improving data and insights as a top priority in 2026.[37]
  • 20% of procurement decision-makers lacked systems to monitor and manage risk in the 2025 State of Procurement Data Report.[37]
  • 65% of procurement professionals identified cost control as a top priority for SMB purchasing in 2026.[37]
  • 69% of procurement leaders reported annual goods-and-services spending above $50 million in the source cited by Amazon Business.[37]

Profitability in the b2b e commerce industry

  • $60 billion was Amazon Business’s annualized gross sales in 2025.[41]
  • 120% higher sales were reported for advertisers using Amazon Business-exclusive Sponsored Products campaigns compared with their existing campaigns using the same ASINs.[41]
  • 50% of distributors with annual revenue above $1 billion offered e-commerce in 2024.[13]
  • Business customers returned 50% fewer orders than non-business customers on Amazon Business in the latest reported period.[41]
  • 47% of distributors with annual revenue of $500 million to $1 billion offered e-commerce in 2024.[13]

Financial planning in the b2b e commerce industry

  • 64% of procurement decision-makers said stronger data, insight and analysis would be essential for operational enhancements over the following two years.[37]
  • 34% of senior procurement leaders identified improving reporting and analysis as a top area for additional procurement effort in 2025.[37]
  • 10% of senior procurement leaders said improved digital solutions could smooth major procurement issues in 2025.[37]
  • 8% of procurement decision-makers said improved digital solutions could smooth major procurement issues in 2025.[37]
  • 59% of procurement survey respondents expected their procurement budgets to grow in 2025.[37]

12 Statistics

Product & Service

Product information remains a workflow constraint, with 40% of B2B organizations still managing product information manually in 2024. B2B also relies on self-service, with 68% having a storefront or self-service portal in 2024.

Product development in the b2b e commerce industry

  • 40% of B2B organizations still managed product information manually in 2024.[42]
  • B2B companies took an average of 16 days to enrich product data in 2024.[42]
  • 66% of B2B respondents expected product and brand values to become more important in the coming years.[42]
  • 37% of B2B organizations identified automation and artificial intelligence as their leading product-information challenge in 2024.[42]
  • 12% of B2B companies took at least 31 days to collect and collate product data for a launch in 2024.[42]

Product lifecycle in the b2b e commerce industry

  • 99% of B2B business leaders faced at least one product-information challenge in 2024.[42]
  • 31% of B2B organizations identified team collaboration as a product-information challenge in 2024.[42]
  • 85% of B2B organizations planned to maintain or increase ecommerce investment over the following 12 months in 2024.[43]
  • 68% of B2B organizations had an ecommerce storefront or self-service portal in 2024.[43]
  • 61% of B2B organizations used a product-information-management system in 2024.[43]

After-sales in the b2b e commerce industry

  • 55% of B2B organizations reported increased orders per customer when comparing 2025 with 2024.[2]
  • 51% of B2B buyers used digital self-service portals as a pre-purchase channel in 2024.[42]
  • 45% of B2B organizations reported improved profitability per online order when comparing 2025 with 2024.[2]
  • 29% of wholesale brands used order turnaround times as data to inform commercial decisions in 2024.[3]
  • 28% of wholesale brands used return rates as data to inform commercial decisions in 2024.[3]

Value proposition in the b2b e commerce industry

  • 66% of B2B respondents expected product and brand values to increase in importance in the coming years.[42]
  • 47% of B2B brands prioritized entering new geographic markets in 2026.[3]
  • 90% of B2B organizations planned to increase their digital sales strategy over the following two years in 2024.[42]
  • 46% of B2B buyers used social media as a pre-purchase channel in 2024.[42]
  • 44% of B2B brands prioritized developing a robust omnichannel strategy in 2026.[3]

13 Statistics

Sustainability & Ethics

Responsible practices enter as operational requirements, with 88% of surveyed B2B e-commerce companies citing data quality and integration as an AI implementation challenge in 2024. Regulation, privacy, and oversight show up as AI safeguards.

Sustainability in the b2b e commerce industry

  • 79% of more than 500 surveyed e-commerce companies saw benefits from conducting business ethically and responsibly in 2024.[44]
  • 80% of surveyed e-commerce retailers were providing clear recycling instructions for products or planned to do so in 2025.[15]
  • 74% of surveyed e-commerce retailers were providing repair guidance for products or planned to do so in 2025.[15]
  • 61% of e-commerce companies with revenue up to €5 million declared responsibility toward stakeholders and the environment in 2024.[44]
  • 75% of the largest surveyed e-commerce companies declared responsibility toward stakeholders and the environment in 2024.[44]

ESG in the b2b e commerce industry

  • 34% of all surveyed e-commerce businesses were familiar with the concept of responsible e-commerce in 2024.[44]
  • 88% of surveyed B2B e-commerce companies identified data quality and integration as an artificial-intelligence implementation challenge in 2024.[8]
  • 38% of controllers at the largest surveyed e-commerce companies analyzed the ESG or sustainable-development approach of all partners in 2024.[44]
  • 70% of the largest surveyed e-commerce companies were familiar with the concept of responsible e-commerce in 2024.[44]
  • 63% of surveyed B2B e-commerce companies identified regulatory compliance and ethical concerns as a challenge when implementing artificial intelligence in 2024.[8]

Ethics in the b2b e commerce industry

  • Nearly 90% of the largest surveyed e-commerce businesses saw benefits from ethical and responsible e-commerce in 2024.[44]
  • 53% of surveyed B2B e-commerce companies considered human oversight and intervention essential safeguards for responsible artificial intelligence in 2024.[8]
  • 36% of the largest surveyed e-commerce companies were taking steps to improve accessibility for people with special needs in 2024.[44]
  • 58% of surveyed B2B e-commerce companies considered fairness and bias avoidance essential safeguards for responsible artificial intelligence in 2024.[8]
  • 72% of surveyed B2B e-commerce companies considered strict data-privacy and security measures essential safeguards for responsible artificial intelligence in 2024.[8]

CSR in the b2b e commerce industry

  • 21% of companies in a 2024 B2B-focused supply-chain survey said they requested suppliers to complete sustainability questionnaires.[45]
  • 25% of surveyed e-commerce retailers were taking accessibility measures for people with special needs in 2024.[44]
  • 36% of the largest surveyed e-commerce retailers were taking accessibility measures for people with special needs in 2024.[44]
  • 47% of surveyed e-commerce businesses reported acting responsibly toward employees, customers, suppliers, business partners and the environment in 2024.[44]
  • 61% of surveyed e-commerce businesses with revenue up to €5 million reported stakeholder and environmental responsibility in 2024.[44]

Circular economy in the b2b e commerce industry

  • 80% of surveyed e-commerce retailers were providing clear recycling instructions or planned to do so in 2025.[15]
  • 71% of surveyed e-commerce retailers were selling pre-owned or refurbished items or planned to do so in 2025.[15]
  • 72% of surveyed e-commerce retailers were selling spare parts or planned to do so in 2025.[15]
  • 74% of surveyed e-commerce retailers were providing product-repair guidance or planned to do so in 2025.[15]
  • 71% of surveyed e-commerce retailers were offering trade-in or buy-back programs or planned to do so in 2025.[15]

Carbon footprint in the b2b e commerce industry

  • 57% of online apparel-sales carbon emissions came from packaging in one 2026 lifecycle assessment of online retail.[46]
  • 33% of companies in a 2024 B2B-focused survey received customer sustainability questionnaires covering carbon footprint and greenhouse-gas emissions.[45]
  • 90% of S&P Global 1200 companies had environmental supply-chain management initiatives in 2022, including emissions-reduction activity relevant to B2B supply chains.[45]
  • 21% of companies in a 2024 B2B-focused survey requested supplier sustainability questionnaires covering carbon footprint and greenhouse-gas emissions.[45]
  • Nearly 35% of Fortune 500 companies integrated product-lifecycle design approaches such as lifecycle analysis in 2022.[45]

15 Statistics

Globalization & Expansion

Cross-border selling expands while friction persists: 41% of B2B ecommerce orders are sent internationally in 2025. Businesses report 4.7 commerce channels enabled by B2B suppliers on average in 2025.

Globalization in the b2b e commerce industry

  • 75% of surveyed businesses say complying with HS codes is difficult in 2025, globally.[14]
  • 41% of B2B ecommerce orders are sent internationally in 2025, globally.[56]
  • 91% of surveyed businesses sell and ship cross-border in 2025, across 17 countries.[14]
  • $32.1 trillion was the estimated global B2B ecommerce market size in 2025, according to Avalara.[14]
  • $36.2 trillion was the estimated global B2B ecommerce GMV in 2026, with APAC representing 80.0%.[11]

Cultural adaptation in the b2b e commerce industry

  • 26% of B2B retailers identify Italy among their top international sales destinations in 2025.[56]
  • 26% of B2B retailers identify the United States among their top international sales destinations in 2025.[56]
  • 38% of B2B retailers identify France among their top international sales destinations in 2025.[56]
  • 45% of B2B retailers identify Germany among their top international sales destinations in 2025.[56]
  • 63% of B2B businesses offer their ecommerce store in local language and currency for all international markets in 2025, globally.[57]

Supplier management in the b2b e commerce industry

  • B2B suppliers enabled 4.7 commerce channels on average in 2025, up from 3.4 in 2023.[18]
  • 92% of B2B buyers using EDI plan to shift partially or completely to ecommerce or procurement commerce channels by 2025.[18]
  • 43% of B2B brands use marketplaces for order management in 2025, globally.[3]
  • 38% was the increase in average commerce channels enabled by B2B suppliers between 2023 and 2025.[18]
  • 35% of distributors with $50 million to $100 million in annual revenue offer ecommerce in 2024, United States.[13]

Stakeholder management in the b2b e commerce industry

  • 13 internal stakeholders and nine external participants influenced the average B2B purchase decision in 2026.[58]
  • 53% of business buying cycles included procurement professionals as decision-makers in 2026, according to Forrester.[59]

Distribution channels in the b2b e commerce industry

  • 87% of B2B retailers run paid social-media advertising in 2025, globally.[56]
  • 73% of B2B retailers expect social-media sales to increase over the next three to five years in 2025.[56]
  • 17% of B2B retailers say customs clearance is the main reason items are returned in 2025, globally.[56]
  • 34% of B2B retailers sell on LinkedIn in 2025, globally.[56]
  • 4.7 commerce channels were enabled by B2B suppliers on average in 2025, globally.[18]

Key questions about the b2b e commerce industry

What is the 2026 market size for global B2B e-commerce?
Global B2B e-commerce is projected to reach $36 trillion in 2026.
How fast is the market growing through 2026?
Global B2B e-commerce is forecast to grow at a 14.5% CAGR through 2026.
Which companies lead the b2b e commerce industry?
Oracle leads Gitnux's 2026 b2b e commerce ranking with an Overall score of 9.7, with revenue growth of 17% and operating margin of 31%. Shopify is the highest-ranked commerce infrastructure provider at 9.4, with revenue growth of 30.1% and operating margin of 12.7%.
What technology shifts stand out for 2026 buyers and sellers?
In 2026, 71% of B2B ecommerce businesses leverage AI, and 61% use AI across their e-commerce platforms. In parallel, 72% sell to businesses in other countries.
How fragmented is B2B marketplace versus multi-platform selling?
By channel, 56% of B2B retailers use marketplaces, and 58% sell on at least three e-commerce platforms.
Which friction points are most common for cross-border expansion?
Cost and complexity persist: 44% cite expensive delivery, 37% cite expensive returns, and 32% cite customs as barriers to international selling.
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Samuel Norberg. (2026, November 11). B2B E Commerce Industry Statistics. Gitnux. https://gitnux.org/b2b-e-commerce-industry-statistics
MLA
Samuel Norberg. "B2B E Commerce Industry Statistics." Gitnux, 11 Nov 2026, https://gitnux.org/b2b-e-commerce-industry-statistics.
Chicago
Samuel Norberg. 2026. "B2B E Commerce Industry Statistics." Gitnux. https://gitnux.org/b2b-e-commerce-industry-statistics.

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