Is It Worth It for B2B Companies to Go Online?
The Shift to B2B eCommerce
The shift to digital has transformed industries worldwide, and B2B companies are no exception. This article explores why and how B2B businesses should embrace eCommerce and what benefits they can expect. If your company sells goods or services to other businesses, this guide is for you.
The Growing B2B eCommerce Market
The B2B eCommerce sector is expanding rapidly. In 2022, the global B2B eCommerce market was valued at $7.9 trillion and is projected to reach $18.77 trillion by 2027. While traditional sales channels like emails and phone calls remain relevant, digital platforms are becoming essential for growth.
89% of B2B researchers use the internet during the research process (Google, 2023).
72% of B2B buyers expect seamless online access and multi-channel support (McKinsey & Company, 2022).
65% of B2B companies in the U.S. signed contracts online in 2022.
35% of U.S. B2B companies invested in digital sales platforms in 2022.
Manufacturers with their own eCommerce platforms saw an 18.4% increase in digital sales.
B2B eCommerce growth is 1.45x faster than other distribution channels.
A New Generation of Buyers
Millennials and Gen Z professionals are now leading B2B purchasing decisions. These modern buyers prefer to conduct research independently and engage with sales reps at later stages.
Over 70% of B2B buyers prefer remote interactions or digital self-service.
27% of U.S. companies are willing to spend over $500K USD per single order.
In 2021, manufacturers increased eCommerce revenue by 18.4%, from $458.7B to $543.25B USD.
83% of businesses consider self-service a top growing trend.
70–80% of B2B buyers prefer digital or remote interaction options.
65% of U.S. B2B brands plan to increase eCommerce investment in 2023.
Why Invest in B2B eCommerce?
Implementing a B2B eCommerce platform impacts multiple business areas, including sales, logistics, and customer service. Here are the key benefits:
Personalized Client Experience – Custom accounts, pricing, and self-service portals.
Automation & Efficiency – Reduces manual work and errors.
24/7 Access – Orders can be placed anytime, ideal for global clients.
Increased Order Volume – Buyers order outside traditional hours.
Higher Average Order Value – Digital tools support upselling and bulk purchasing.
Faster Order Processing – Improved supply chain and fulfillment speed.
Reduced Operational Costs – Less admin workload and cost.
Expanded Market Reach – Easier market entry with fewer logistical challenges.
Scalability – Quickly adjust to trends, seasons, or large campaigns.
Key B2B Digital Marketing Channels
To succeed online, B2B companies should focus on the following digital marketing tactics:
Optimized Website & Portal – Easy-to-navigate, functional digital storefronts.
Email Marketing – For nurturing leads and repeat business.
Social Media – Builds brand credibility and customer trust.
Call Center & 24/7 Support – Ensures customer satisfaction and loyalty.
Event Marketing – Connects businesses through expos and summits.
Strategic Partnerships – Grows audience through collaborative efforts.
Media Advertising & PR – Boosts awareness and industry authority.
Content Marketing – Shares insights to position your brand as a thought leader.
Tenders & Bidding – Helps secure lucrative contracts and deals.
The Time to Act Is Now
The B2B eCommerce market is rapidly evolving. Businesses that invest now will gain a competitive edge. However, success depends on platform quality. According to Sana Commerce's 2022 Buyer Report, 90% of buyers experience issues with online B2B platforms—highlighting the need for scalable and user-friendly solutions.
If you’re ready to launch or upgrade your B2B eCommerce platform, we’re here to help. Eltrino specializes in building custom B2B digital solutions. For expert advice, contact Anna Khazhenska at anna.khazhenska@jcome.com.ua or connect via LinkedIn. You can also reach us through our Contact Us page—just mention “B2B” in the comments.
