The business-to-business (B2B) economy is undergoing a major transformation. On the surface, the market appears steady, with only modest overall growth. But beneath that calm exterior, a powerful digital shift is taking place. Companies are changing how they buy, sell, and manage supplier relationships, and ecommerce is quickly becoming the dominant force.
According to a recent B2B Ecommerce Market Forecast Report published in February 2026, the U.S. manufacturing and distribution economy is valued at approximately $15.12 trillion. While total B2B sales grew by just 0.4% in 2025, digital commerce surged at a much faster pace. B2B ecommerce expanded by 13%, reaching $2.93 trillion in annual sales.
This contrast reveals a key trend: while overall business spending remains cautious, companies are increasingly shifting their purchases to digital platforms. The future of B2B trade will be defined not by total demand alone, but by which companies succeed in capturing orders through digital channels.
A Market That Appears Flat—but Is Rapidly Changing
At first glance, the B2B economy seems to be experiencing a period of stagnation. A 0.4% increase in total sales suggests slow growth, especially compared to the rapid expansion seen in previous years. Several factors contributed to this slowdown:
- Businesses delayed large projects due to economic uncertainty
- Many companies reduced inventory levels
- Procurement teams closely examined supplier pricing
- Budget constraints forced companies to prioritize essential purchases
These cautious spending habits created a flatter overall market. However, this does not mean the industry is standing still. Instead, companies are changing how they buy.
While overall sales growth slowed, digital purchasing accelerated significantly, indicating that businesses are not necessarily spending more—but they are spending differently.
Digital Channels Lead the Growth
One of the most striking insights from the report is the growing dominance of digital transactions in B2B commerce. Today, more than 90% of B2B transactions are conducted electronically.
This does not always mean traditional ecommerce websites. Instead, it includes a wide range of digital purchasing systems, such as:
- Procurement platforms
- Electronic data interchange (EDI) systems
- Online marketplaces
- Supplier portals
- Integrated enterprise purchasing tools
With digital channels now the primary way businesses place orders, the competition is shifting. It is no longer just about having the best product or price. Instead, companies must ensure their products are visible and accessible within the digital systems their customers use.
The Rise of B2B Ecommerce to $2.93 Trillion
In 2025, B2B ecommerce grew by 13%, reaching a total of $2.93 trillion in sales. This growth far outpaced the overall B2B market, which increased by only 0.4%.
This gap between total sales growth and digital sales growth highlights a major structural change. Businesses are rapidly transitioning from manual or offline ordering processes to digital purchasing channels.
Several factors are driving this shift:
1. Efficiency and Automation
Digital ordering reduces manual work, paperwork, and human error. Procurement teams can automate routine purchases, saving time and resources.
2. Real-Time Pricing and Inventory
Online systems allow buyers to see live pricing, stock availability, and delivery timelines, helping them make faster decisions.
3. Better Cost Control
Procurement platforms give companies greater visibility into spending, enabling them to compare suppliers and negotiate better deals.
4. Integration with Internal Systems
Many companies now connect suppliers directly to their internal purchasing systems, making digital ordering the default option.
Procurement Systems Are Reshaping Supplier Competition
One of the most important trends highlighted in the report is the growing influence of procurement systems. These platforms are becoming the central hub for B2B purchasing decisions.
In the past, supplier relationships were often built through:
- Sales representatives
- Trade shows
- Long-term contracts
- Personal connections
Today, many purchasing decisions are made inside digital procurement platforms. These systems often determine:
- Which suppliers are visible to buyers
- How products are compared
- Which vendors are approved
- How orders are placed
In many cases, if a supplier is not integrated into a customer’s procurement system, they may not even be considered during the purchasing process.
This shift is changing the nature of competition in the B2B market. Winning business now depends on being present inside the digital systems where customers place their orders.
Marketplaces Are Gaining Influence
Another major development is the growing role of online marketplaces in B2B commerce. These platforms are becoming increasingly important for both buyers and sellers.
B2B marketplaces offer several advantages:
- Wide product selection
- Transparent pricing
- Easy comparison between suppliers
- Simplified ordering processes
- Integrated logistics and payment solutions
For buyers, marketplaces reduce the time and effort required to find suppliers. For sellers, they provide access to a larger customer base.
However, marketplaces also increase competition. Suppliers must differentiate themselves through:
- Competitive pricing
- Reliable delivery
- Strong digital integration
- High-quality product data
- Customer service
As marketplaces continue to grow, they are likely to become a central part of the B2B purchasing ecosystem.
How Distributors Are Using Ecommerce and AI
Leading distributors are not just adopting ecommerce—they are combining it with advanced technologies like artificial intelligence (AI) to improve performance.
These companies are using digital tools to:
Improve Customer Retention
AI systems can analyze customer behavior and recommend products based on past purchases, increasing repeat business.
Optimize Pricing
Advanced analytics help distributors adjust pricing dynamically, balancing competitiveness with profitability.
Streamline Operations
Automation reduces manual processes in order management, inventory tracking, and logistics.
Enhance Customer Experience
Digital platforms make it easier for customers to search products, place orders, and track shipments.
Distributors that invest in ecommerce and AI are gaining a competitive edge. They are able to offer faster service, better pricing, and more personalized experiences than companies relying on traditional methods.
The New Rules of B2B Growth
In the past, B2B growth was often driven by:
- Expanding sales teams
- Opening new distribution centers
- Building personal relationships with buyers
While these factors still matter, the report suggests that future growth will depend on digital share—how much of a customer’s purchasing activity happens through a company’s digital channels.
This means businesses must focus on:
- Integrating with customer procurement systems
- Improving digital product catalogs
- Offering seamless online ordering
- Using data to understand customer needs
- Leveraging AI for automation and insights
Companies that fail to adapt risk being left out of the purchasing systems that increasingly control buying decisions.
Challenges Facing Manufacturers
Manufacturers face unique challenges in this digital transformation. Many have historically relied on distributors and sales teams rather than direct digital channels.
To stay competitive, manufacturers must:
Become Digitally Accessible
They need to ensure their products are listed and easily searchable in procurement platforms and marketplaces.
Improve Product Data
Accurate, detailed product information is essential for digital purchasing systems.
Integrate with Customer Systems
Manufacturers must connect their systems with those of their customers to enable automated ordering.
Support Distributor Partnerships
Even as digital channels grow, distributors remain important. Manufacturers must help them succeed in the digital environment.
Where the $2.93 Trillion in Ecommerce Spending Is Going
The report also examines how the nearly $3 trillion in B2B ecommerce spending is distributed across different sectors.
While specific breakdowns vary, major categories typically include:
- Industrial equipment
- Raw materials
- Electronics and components
- Office supplies
- Maintenance, repair, and operations (MRO) products
- Construction materials
- Transportation and logistics services
These categories reflect the core needs of businesses across industries. As more of these purchases move online, digital platforms become central to the entire supply chain.
The Importance of Visibility in Digital Systems
In the new B2B environment, visibility is everything. If a supplier is not visible inside a buyer’s procurement system, they may not receive any orders.
This creates a new kind of competition:
- Not just product vs. product
- But platform vs. platform
Suppliers must ensure they are:
- Integrated into major procurement platforms
- Present on leading marketplaces
- Easily searchable in digital catalogs
- Compatible with automated purchasing systems
Winning a spot in these systems can secure long-term business relationships, as buyers often stick with approved suppliers once they are integrated.
Why the Shift to Digital Is Accelerating
Several long-term trends are pushing the B2B market toward digital channels:
Workforce Changes
Younger procurement professionals are more comfortable with digital tools and expect modern purchasing experiences.
Remote and Hybrid Work
Digital systems allow procurement teams to operate efficiently from anywhere.
Supply Chain Complexity
Global supply chains require better visibility and coordination, which digital platforms provide.
Cost Pressures
Automation and digital ordering reduce administrative costs.
What Businesses Must Do Next
To succeed in this rapidly changing environment, companies should focus on several key priorities:
1. Invest in Ecommerce Platforms
A strong digital storefront is now essential, even in traditional B2B industries.
2. Integrate with Procurement Systems
Suppliers must connect with the systems their customers use.
3. Use Data and AI
Analytics can help companies understand customer behavior and optimize pricing and inventory.
4. Participate in Marketplaces
Being present on major B2B marketplaces increases visibility and reach.
5. Improve Digital Product Content
Detailed, accurate product data is critical for search and comparison.
For more details style or data-driven sources. Global B2B E‑Commerce Market Size & Trends Report