B2B
Your customers expect consumer-level experiences with B2B-level complexity. Eltrino delivers fast, intuitive B2B commerce solutions powered by Magento, Adobe Commerce, and Shopify B2B, built for procurement teams, distributors, and repeat buyers.
B2B Landscape and Challenges
B2B buying has changed. Buyers want to self-serve, compare products, check real-time pricing, and place orders without talking to sales. At the same time, B2B operations are built on complex catalogs, contract pricing, approvals, budgets, and ERP logic.
Common challenges include:
- Complex pricing structures. Tiered pricing, volume discounts, customer-specific terms, and negotiated contracts.
- Account hierarchies and permissions. Multiple buyers per organization, roles, budgets, and approval flows.
- Large, technical catalogs. Configurable products, technical specs, parts compatibility, and custom attributes.
- ERP-driven logic. Real-time inventory, lead times, contract pricing, credit limits, tax rules.
- RFQ and quoting workflows. Many orders begin with quotes, negotiations, or custom product requests.
- Repeat ordering and replenishment. Quick order by SKU, purchase lists, and automated reorders.
- Multi-channel buying. Sales reps, distributors, partner portals, and eCommerce need unified data.
Modern B2B platforms must combine precision, performance, and self-service to match these expectations.
Most Valuable Trends in B2B eCommerce 2026
Self-Service Is the New Default
B2B buyers are taking control of the purchase process. Gartner found that 61% of B2B buyers now prefer a rep-free buying experience.
Today's B2B buyers independently navigate 80% of their customer journey before contacting a vendor and 75% of buyers are ready to switch suppliers for a more seamless and user-friendly online buying experience.
What it means for your business: If your portal isn't built for self-service, you're losing deals before the first conversation starts.
High-Value Digital Transactions Are Surging
The era of digital-only for small orders is over. 39% of B2B buyers now spend over $500,000 per order through self-service eCommerce or remote interactions (up from 28% just two years ago). Lit Extension 73% of B2B buyers are willing to place orders over $50,000 through digital self-service channels.
Omnichannel Is the Only Channel
B2B buyers use 10+ interaction channels on their path to purchase. Organizations with strong omnichannel strategies retain ~89% of their customers, versus only 33% for those with weak channel integration.
34% of total B2B sales revenue now comes from self-service eCommerce combined with remote online sales — and eCommerce has ranked as the most effective B2B sales channel for four consecutive years.
AI & Personalization Drive Revenue
66% of B2B buyers expect fully personalized content when shopping online. Top-performing companies using personalized eCommerce search generate 40% more revenue than average.
Gartner predicts that by 2030, 75% of B2B buyers will prefer sales experiences that prioritize human interaction at critical decision points, making a hybrid AI + human model the winning formula.
Marketplace Dominance
B2B marketplaces are the fastest-growing B2B digital sales channel. Five years ago there were 75 B2B marketplaces. Over 750 in 2025 and it can rise to 1,000 in 2026.
B2B and D2C merge into hybrid commerce
The boundary between B2B and D2C is dissolving. In 2025, 79% of B2B companies report selling direct to consumers, up from 66% in 2024. Nearly half of those not yet selling D2C plan to do so within the next few years. This isn't a niche experiment. It's a structural shift rewriting how manufacturers go to market.
The Millennial Buyer Is Now in Charge
Millennials currently represent 73% of all B2B buyers and 44% of final purchasing decision-makers, according to LinkedIn's 2025 B2B Buyer Report.
Greg Coticchia, CEO of Sopheon, notes in LinkedIn’s analysis, “Millennials have grown up immersed in instant information and seamless digital experiences. They expect B2B interactions to match the intuitiveness and convenience of their personal online shopping. Companies that fail to deliver risk being ruled out before they even know it.”
Today, most B2B buyers conduct their own research. Millennials, in particular, are shifting away from relationship-based sales in favor of independent digital research.
Forrester found that 29% of B2B buyers under 30 now expect AI-driven personalization, instant chatbot support, and mobile-first purchase experiences. The report highlights that Gen Z buyers are true digital natives with zero tolerance for outdated websites, manual processes, or traditional sales delays.
Millennials have fundamentally reshaped B2B ecommerce, moving it toward transparency, speed, self-service, and marketplace-driven transactions. Their expectations have set new standards that are redefining how business gets done. As Gen Z buyers begin to gain more influence, those standards will likely become even more demanding.
Mobile-First Is Non-Negotiable
79% of B2B buyers use mobile devices during the purchasing process. Yet most B2B platforms are still desktop-first. Sellers who close this gap capture a significant share of the market that competitors are ignoring.
Only 20% of B2B sellers say they feel prepared for the future, which means the opportunity gap for digitally mature companies is enormous. The trends are clear: buyers want self-service, high-value digital transactions, omnichannel consistency, and AI-powered personalization. The question is whether your platform delivers it.
Related Case Study
BuyerQuest (now part of VARIS)
BuyerQuest, now part of VARIS, set out to revolutionize enterprise procurement by building a consumer-like eCommerce experience for B2B. Trusted by global leaders like McDonald's, GE, and Saudi Aramco, the platform was built on Magento Enterprise and scaled into a top-rated solution in Gartner’s Magic Quadrant. Since 2012, we've been a long-term development partner, supporting its evolution into a modern, curated procurement marketplace.
Southco
Southco, a global manufacturer with 100,000+ customers in 83 countries, with 17 manufacturing sites across 9 countries, needed more than a catalog, they needed a scalable Magento 2 solution built for multi-store, multi-warehouse, and ERP-driven commerce. We delivered a future-ready platform with custom integrations, localized storefronts, and ongoing support - ideal for global B2B and manufacturing leaders.
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Related Case Study
BuyerQuest (now part of VARIS)
BuyerQuest, now part of VARIS, set out to revolutionize enterprise procurement by building a consumer-like eCommerce experience for B2B. Trusted by global leaders like McDonald's, GE, and Saudi Aramco, the platform was built on Magento Enterprise and scaled into a top-rated solution in Gartner’s Magic Quadrant. Since 2012, we've been a long-term development partner, supporting its evolution into a modern, curated procurement marketplace.
Southco
Southco, a global manufacturer with 100,000+ customers in 83 countries, with 17 manufacturing sites across 9 countries, needed more than a catalog, they needed a scalable Magento 2 solution built for multi-store, multi-warehouse, and ERP-driven commerce. We delivered a future-ready platform with custom integrations, localized storefronts, and ongoing support - ideal for global B2B and manufacturing leaders.