2026: Another Big Year for B2B Ecommerce

Wherever you look, data about B2B ecommerce shows that buyers, budgets, and expectations are shifting faster than ever. Whether you’re a distributor, manufacturer, wholesaler or a B2B-focused brand, the pace of change will continue to accelerate, and 2026 is predicted to be another big year.

What the recent past told us.

• According to the B2B eCommerce Association’s 2024 Buyer Demands report, 93% of B2B buyers now use ecommerce platforms - marketplaces, portals or supplier websites - to fulfil their procurement needs.
• Also in that survey, 71% of buyers say more than half of their purchases are now made online.
• For business buyers, payment flexibility is critical: 83% said they would abandon an online purchase if no payment terms were offered at checkout.
• Checkout remains a pain point: only 2% of buyers reported no issues with B2B checkouts - meaning 98% experienced problems like poor UX, lack of clarity, complexity or other friction.
• In a broader European context, nearly 41% of companies are now active in B2B ecommerce - and among those, 1 in 4 firms report deriving more than 80% of their revenue from ecommerce sales.
• The majority of sellers using ecommerce report positive returns: According to one European industry report, 95% of companies said launching online sales had beneficial outcomes (improved turnover, efficiency, order processing).

And in 2025...

It is now reported that B2B is outpacing B2C growth, with reports of 56% of revenue coming from digital channels for B2B organisations, and as much as 80% of sales coming from digital. Add to this a predicted CAGR of 14% for 2026, and it's no wonder the predictions for 2026 show signs of acceleration.

Further still, the fact that more and more people coming into the B2B sector (or reaching management levels) have spent their whole life and career surrounded by digital buying experiences means the preference and comfort for this type of transaction is a natural outcome.

What These Trends Mean for 2026 - Key Considerations for Store Owners

Digital Procurement Is Now Normal - Not Optional

Companies still putting sales reps, phone or email orders as their primary route for customer orders are increasingly at risk of being left behind. The expectation for easy self-service - browsing, ordering, bulk ordering, and payment/credit options - is rising fast. Strategically, digital first simply makes sense for the majority of B2B operations.

Payment Terms & Business-Friendly Checkout Are Critical

Because 83% of buyers will abandon a purchase with no payment/credit terms, B2B stores must support business-style checkout flows: net terms, purchase orders, account billing, invoice-based payment, etc. Offering only a standard retail-style checkout will increasingly cut you off from a large pool of buyers.

Bad Checkout Experiences Are a Turn-off

When 98% of buyers report issues with B2B checkouts somewhere, a clunky or opaque checkout experience can directly cause lost revenue. Transparency around costs (shipping, fees, discounts), fast checkout, reliable support - these are now minimum expectations.

Ecommerce Can Be a Main Revenue Engine - Not Just a "Nice to Have" Channel

On the continent, a significant portion of European B2B firms reporting most of their revenue now comes from ecommerce, so digital is no longer “just another channel” - for many, it’s the main channel. For UK or European businesses (especially mid-market and above), that means trade-offs: investing in a robust, scalable ecommerce infrastructure could deliver real financial returns.

Investing in Infrastructure Pays Off - But Only If Done Properly

The moves above require more than a basic online catalogue. To meet buyer expectations, you’ll need: solid product data; real-time inventory; account-based pricing or credit/terms support; good UX; and a checkout flow built for businesses, not consumers. This is where having the right platform architecture and integrations matters — and where many sellers stumble.

Digital + Omnichannel = The Future

Even as ecommerce becomes dominant, many B2B buyers still appreciate flexibility - a hybrid of self-service portals + sales-rep support + account management + online ordering. Businesses that combine digital convenience with personal service (for complex or custom orders) will be best placed to win and retain customers.

What B2B Store Owners Should Do - A 2026 Checklist

If you’re running or building a B2B store, here are the priority moves that align with where B2B ecommerce is heading:

• Ensure your store supports business-friendly checkout (payment/credit terms, PO handling, account invoicing).
• Invest in robust product data, inventory transparency and accurate pricing - buyers expect real-time clarity on stock, costs, and fees.
• Deliver top-notch user experience, including simplified checkout, fast performance, transparent ordering flow and excellent customer support.
• Build platforms that handle volume and complexity - bulk orders, repeat orders, corporate accounts, varied pricing - not just small retail orders.
• Offer hybrid purchasing paths - allow buyers to self-serve for repeat or simple orders, but retain sales-rep or human support for custom/procurement-heavy orders.
• Monitor and respond to buyer feedback - especially around checkout and ordering. Continuous improvement will matter more than “launch and forget.”

We’re here to help…

Whilst it’s relatively easy to write a checklist, taking carefully considered and coordinated action is a little more involved. But with over 15 years of experience, including support and growth of many B2B clients, Deploy are ideally positioned to help you navigate the complex B2B landscape and implement the right action.

For a no-obligation discovery session, drop us a line or give us a call on 01782 7107410.