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Top 8 B2B Commerce Trends in 2024 And Beyond

  • March 14, 2024
  • by Jasreet Kaur
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In the ever-evolving landscape of business-to-business (B2B) commerce, staying ahead of the curve is imperative for sustained growth and success. As we step into 2024, the realm of B2B commerce continues to witness significant transformations driven by technological advancements. Additionally, this is changing consumer behavior and emerging market dynamics. To thrive in this dynamic environment, businesses must anticipate and adapt to the latest trends shaping the B2B commerce landscape. This blog post delves into the top eight B2B commerce trends poised to redefine the industry in 2024 and beyond. 

Top 8 B2B Commerce Trends in 2024 

Let’s explore the exciting world of B2B commerce. Here, we’ll unravel the top eight game-changing trends driving business growth in 2024 and beyond. 

1. Evolving customer demands force businesses to evolve

As the torch passes from Baby Boomers and Gen Xers to Millennials and Gen Zers in the workforce. Similarly, the B2B trade landscape is undergoing a seismic shift. Buyer expectations are changing, and sellers must pivot to stay ahead. Age is no longer the only factor in this generational transition.

With digital fluency as their forte, younger buyers demand seamless, tech-driven experiences. They prefer self-service channels like marketplaces and e-commerce sites, compelling traditional vendors to step up their digital game. 

Forget impulse buys—Millennials and Gen Zers are all about research. They scour third-party sources and user reviews, meticulously vetting products before making a move. 

And when things don’t meet their standards, they’re not afraid to voice their displeasure. Compared to their predecessors, they’re quicker to call out flaws in online purchasing processes, keeping B2B sellers on their toes. 

In the face of these shifting tides and economic uncertainties, B2B sellers must adapt or risk sinking. Success in 2024 hinges on their ability to embrace change and cater to the evolving needs of their digitally-savvy clientele. 

2. Enhancing the omnichannel experience

Did you know that B2B buyers engage with approximately ten channels throughout their purchasing journey? 

During the upheaval of the COVID-19 pandemic, remote interactions became the norm. Sellers had to ramp up their digital presence to meet buyers where they were: online. Video conferencing platforms like Zoom, AI-powered chatbots, online marketplaces, and social media platforms took precedence over traditional face-to-face sales meetings. 

While the pandemic’s peak may feel like a distant memory. However, buyers are not entirely reverting to offline buying journeys. 

According to McKinsey, 97% of B2B buyers are comfortable with end-to-end digital self-service models, even for transactions exceeding $50,000. As a result, two-thirds of businesses spend more online than before the pandemic. Additionally, order values have increased by an average of 45%. 

The shift towards digital channels is undeniable, with nearly 90% of buyers relying on them. It helps to identify and evaluate new suppliers. Moreover, mobile devices play a significant role, driving 60% of web searches. Furthermore, up to 75% in sectors like food and beverages. 

What’s the bottom line? In 2024, buyers demand an omnichannel experience that delivers consistency and top-tier customer service. This expectation mirrors the seamless experiences!

So, what’s the solution? Invest in technology and operational enhancements to facilitate a seamless, customer-centric user experience across all channels. This involves integrating and optimising operations across customer service tools, marketing communications, payment systems, fulfillment capabilities, and buyer accounts. Businesses can meet the ever-changing needs of their buyers by prioritizing omnichannel excellence.

3. B2B marketplaces’ unstoppable ascent


Witness the unstoppable ascent of B2B marketplaces—a sales channel that has transformed the landscape of business transactions. Whether through proprietary platforms or third-party channels, marketplaces have become the epicenter of B2B commerce in 2024. 

In various key industries, marketplaces serve as comprehensive hubs where buyers can seamlessly discover, evaluate, and procure all the essentials to fuel their businesses. In Europe alone, over 400 B2B marketplaces are already operational, with no signs of slowing growth. Partnering with Louis Coppey at Point Nine, we’ve examined 200+ of these leading platforms, highlighting their increasing significance. 

For merchants venturing into their own marketplace, the model offers agility, profitability, and opportunities for innovation without the burden of developing new products. Meanwhile, for those leveraging third-party marketplaces, the allure lies in accessing a vast pool of engaged buyers without the usual customer acquisition costs. 

Recent research underscores the myriad benefits for buyers: 

  • 65% of businesses conduct 1% to 24% of their B2B purchases through marketplaces. 
  • 72% cite discovering new products or services as a significant advantage. 
  • 55% appreciate the speedier purchasing and delivery processes. 
  • 52% value the expanded vendor options provided by marketplaces. 

B2B marketplaces are catalysts for digitisation and heightened buyer satisfaction across diverse industries, spanning from food and beverages to corporate travel, construction, automotive, and healthcare. 

However, challenges persist. Buyers highlight real-time stock information (58%) and product or service search functionality (58%) as major pain points. Notably, 51% express dissatisfaction with limited interactions between buyers and sellers, underscoring the importance of striking a balance between digital efficiency and human engagement. As we navigate through 2024, marketplace operators must prioritise addressing these buyer expectations to secure their market share and foster sustainable growth. 

4. GenAI: not just a catchphrase

You’ve probably heard of ChatGPT and had a laugh at the quirky AI-generated images, like Pope Francis donning a fashionable white puffer jacket. But beyond the entertainment factor, Generative AI (GenAI) offers far more practical uses than just crafting Valentine’s Day cards or conjuring up fanciful celebrity photos. 

In 2023, GenAI stepped into the limelight, but its use in e-commerce remained somewhat restricted. While businesses in both the B2B and B2C sectors have dabbled in employing GenAI to spruce up product pages and visuals, this merely scratches the surface of its potential. Here’s a glimpse of what lies ahead in 2024:  

  1. Business Process Optimisation: GenAI will delve into assessing business practices, pinpointing weaknesses, and proposing enhancements to streamline operations. 
  2. Personalised Content Creation: Leveraging individual buyer preferences and behaviours, GenAI will craft tailored content and messaging to enhance engagement. 
  3. Automation of Operations: GenAI will take charge of automating inventory management, order processing, and fulfilment, minimising errors and tedious manual tasks.  
  4. Real-time Data Analysis: Businesses will harness GenAI to sift through real-time data, driving informed product development, gaining valuable market insights, and delivering personalised buyer experiences. 
  5. Enhanced Customer Support: Virtual assistants and chatbots powered by GenAI will play pivotal roles in enriching the customer experience, guiding buyers to find precisely what they seek. 

Despite its promise, GenAI’s adoption remains gradual. Forrester predicts that only about 25% of businesses will witness ROI from GenAI this year. However, those who adeptly embrace it ahead of their competitors stand poised to seize significant advantages. 

In the evolving landscape of e-commerce, GenAI promises to revolutionise operations, enhance customer interactions, and unlock new avenues for growth. As businesses navigate this transformative journey, embracing GenAI could be the key to staying ahead of the curve and reaping substantial rewards in 2024 and beyond. 

5. Security, flexibility, and choice are the top priorities:


In recent years, the humble payment process has evolved from a dusty back-office operation into a vital component of e-commerce strategy for successful B2B sellers. Gone are the days when this was just a niche for innovators; now, offering choice and flexibility at checkout is essential for B2B sellers aiming for success in 2024. 

So, what exactly do we mean by payment choice and flexibility? It boils down to finding the right balance between payment terms and settlement methods. 

Payment terms focus on when your buyer pays. Do they prefer a trade account? Maybe they need longer terms, like 90 days, or they’d appreciate the option to split payments into three instalments. On the other hand, settlement methods concern how they pay. Consider which payment methods suit your buyers best and align with the purchases they make on your platform. 

Getting this mix right is crucial. If you don’t, your buyers won’t hesitate to seek out a supplier who can meet their needs. In fact, a staggering 85% of B2B buyers would switch to a competitor if their digital channels fall short of expectations. 

But it’s not just about convenience; security is also paramount. As fraudsters become more sophisticated, data breaches are on the rise. Over the next year, payment security will be a top priority for B2B sellers. Technologies like Generative AI, real-time data analysis, and machine learning will help combat fraud and improve credit scoring accuracy. Meanwhile, security measures such as virtual card numbers and biometric authentication will see wider adoption to safeguard transactions and instill confidence among buyers. 

In the ever-changing landscape of B2B commerce, ensuring payment choice, flexibility, and security isn’t just about keeping up—it’s about staying ahead and building trust with your buyers. 

6. Automation

 In the fast-paced world of B2B selling, organisations are constantly seeking ways to streamline operations and achieve more with fewer resources. Automation emerges as a key solution, enabling sales and customer service teams to free up time from repetitive tasks, minimise errors, and focus on delivering exceptional service to customers. 

Automation holds the potential to enhance every aspect of your B2B eCommerce capabilities, including: 

  1. Real-Time Inventory Management: By leveraging APIs, automation offers real-time visibility into inventory levels, sends alerts for low-stock items, and reduces the need for manual data entry. 
  2. Fulfillment and Order Processing: Automation ensures smooth order processing by providing real-time updates, generating packing slips, and automating tasks such as order verification, picking, packing, and shipping. It also prevents the fulfillment of cancelled orders.  
  3. Customer Service Enhancement: With automation, customers receive timely updates on order status and delivery confirmation via SMS or email alerts. Additionally, it assists in routing customer inquiries to the appropriate agent or guiding them to relevant information in your knowledge base. 
  4. Order Orchestration: Automation optimises order routing by directing orders to the most suitable fulfillment location. It also offers automated quoting capabilities, including discounts or special pricing, and updates customer profiles with order history and preferences.  
  5. Embracing automation empowers B2B businesses to operate more efficiently, enhance customer satisfaction, and stay competitive in a rapidly evolving marketplace. 

In the realm of B2B marketing, influencers are poised to maintain their significant role, offering a unique avenue for brands to connect with their target audience. 

7. Marketing Through Influencers

Moving forward, B2B influencers are anticipated to forge deeper collaborations with brands, focusing on the creation of high-quality, informative content. This could entail joint ventures such as webinars, whitepapers, and various content formats that not only showcase the influencer’s expertise but also highlight the brand’s offerings. By co-creating content, influencers can provide valuable insights to their audience while amplifying the brand’s message and credibility. 

Furthermore, the scope of influencer collaborations is expected to extend internationally, facilitating connections between B2B brands and audiences across different regions. This international collaboration holds immense potential for companies seeking to expand their global footprint and tap into diverse markets. Through strategic partnerships with influencers spanning various geographies, B2B brands can effectively navigate cultural nuances, build trust, and establish a strong presence in new territories. 

In summary, the evolution of influencer marketing in the B2B space is set to bring about more robust collaborations, enriched content experiences, and expanded global reach for brands looking to engage with their audience in meaningful ways. 

8. Mobile-First Approach


 Expansion of B2B marketplaces 

As we delve deeper into the trends shaping the B2B landscape in 2024, one standout phenomenon takes center stage: the expansion of B2B marketplaces. This pivotal development promises to redefine the B2B market, making it more centralised and readily accessible to businesses worldwide. 

The trajectory of B2B marketplaces points towards sustained growth, offering a beacon of opportunity for both buyers and sellers. These dynamic platforms serve as centralised hubs, bringing together a diverse array of products and services under one virtual roof. By doing so, they streamline procurement processes, simplify supplier discovery, and facilitate seamless transactions for businesses of all sizes. 

What sets B2B marketplaces apart is their ability to offer unparalleled convenience and efficiency to users. From sourcing raw materials to securing finished goods, businesses can browse through a vast catalogue of offerings, compare prices, and make informed purchasing decisions—all within a single platform. 

Furthermore, the expansion of B2B marketplaces transcends geographical boundaries, opening up new horizons for global trade. Whether you’re a small-scale enterprise or a multinational corporation, these marketplaces provide access to a global network of suppliers and buyers, fostering collaboration and driving business growth on a global scale. 

In essence, the burgeoning expansion of B2B marketplaces heralds a new era of connectivity and opportunity in the world of commerce. By embracing these platforms, businesses can tap into a wealth of resources, forge valuable partnerships, and unlock the full potential of the B2B ecosystem in 2024 and beyond. 

As we delve deeper into the trends shaping the B2B landscape in 2024, one standout phenomenon takes center stage: the expansion of B2B marketplaces. This pivotal development promises to redefine the B2B market, making it more centralised and readily accessible to businesses worldwide. 

The future of B2B eCommerce 

The future of B2B eCommerce is poised for remarkable growth and innovation, driven by technological advancements and shifting market dynamics. As businesses increasingly recognise the value of digital commerce, the B2B landscape is undergoing a profound transformation. Gone are the days of traditional, manual procurement processes; instead, we’re witnessing a surge in online transactions, driven by the demand for efficiency, convenience, and seamless experiences. 

 In the coming years, B2B eCommerce will continue to evolve, propelled by several key trends. Personalisation will emerge as a cornerstone of success, as businesses harness data-driven insights to tailor offerings and experiences to the unique needs of individual customers. Additionally, the rise of artificial intelligence and machine learning will revolutionise various aspects of B2B commerce, from predictive analytics to automated customer service.  

Moreover, the expansion of B2B marketplaces will democratise access to a vast array of products and services, empowering buyers with greater choice and flexibility. Mobile-centric strategies will also gain prominence, as businesses prioritise mobile experiences to cater to the growing number of professionals conducting business on the go. 

 As the future unfolds, one thing is clear: B2B eCommerce will continue to thrive, offering unprecedented opportunities for businesses to connect, collaborate, and succeed in an increasingly digital world. By embracing innovation, adapting to changing consumer preferences, and leveraging the latest technologies, businesses can position themselves for sustained growth and prosperity in the dynamic landscape of B2B eCommerce. 


As we explore the dynamic trends shaping the B2B commerce landscape in 2024, it’s evident that businesses are facing both challenges and opportunities in equal measure. At RVS Media, we stand ready to be your trusted partner, providing comprehensive e-commerce solutions tailored to meet your unique needs. From adapting to the evolving preferences of digital-native buyers to embracing the power of automation and influencer marketing, we’re committed to helping your business thrive in the digital age. With our expertise and dedication, let us guide you towards success and unlock new avenues for growth in the ever-changing world of B2B commerce. Choose RVS Media for all your B2B e-commerce needs and embark on a journey towards prosperity in 2024 and beyond.