Welcome to the brave new world of B2B eCommerce in 2025. From AI-powered personalization to rich product information and self-service portals, the world of wholesale distribution and manufacturing is changing.
You probably don’t have the budget to do a full-scale digital transformation in just one year—most companies don’t! However, if you stay on top of the latest trends, you can prioritize your efforts, drive growth, and increase your profit margins.
We’ll cover the top 10 trends in this 2-part article. Plus, we’ll point out some low-hanging fruit for digital transformation, identifying areas you can optimize quickly—where the price tag is minimal and the ROI is powerful (see trend #5).
Trend #1: AI-Powered Personalization in B2B eCommerce
Personalization has been a trending topic in B2B eCommerce for several years now, but recent advances in generative AI and big data are transforming everything. Let’s break down these concepts and explore why these two technologies are such game changers.
First, let’s tackle big data. Big data refers to the strategic analysis of large amounts of data that modern computing can collect and analyze. Computers can process that sheer volume of information in a way that human statisticians never could in the past.
When you combine big data with generative AI, which is the type of AI that creates new, original content (such as ChatGPT), it opens the door to a whole new level of personalization.
AI can comb through all your customer data to create a tailored buyer experience, from dynamic pricing to personalized product recommendations. It does this by spotting patterns in user behavior and taking a “guess” about what a customer might want to buy, which sales or targeted ads they might respond to, and more.
What’s amazing about AI is that it can spot patterns in the data that we could never spot because there are no limitations on its focus. For example, it might see a correlation between a plumber hovering their mouse over the image of a pipe clamp and the likelihood of that plumber responding to an ad for tool repair kits.
What do pipe clamps have to do with tool repair kits? AI itself doesn’t “know,” and it doesn’t always get it right because correlation isn’t the same as causation. However, it learns repeatedly from every experiment.
Over time it predicts, with greater and greater success, how to personalize each customer’s experience. Ultimately, personalization makes customers’ lives easier, increases sales, and grows your business.
Wholesale distribution companies and manufacturers are increasingly using AI to better serve their customers and boost their profit margins. In fact, a 2024 study by Precedence Research found that the global market for AI in manufacturing is likely to reach $68 billion by 2032.
Intimidated by the thought of building an AI strategy? Take a look at the Distribution Strategy Group’s guide on how to get started with AI.
Trend #2: The Critical Role of Rich Product Information
Looking for a good laugh? Here’s a Newsweek article from 30 years ago that aged horribly called The Internet? Bah!, where journalist Clifford Stoll argues that the internet is overhyped. He claims people will never read books online and eCommerce will never successfully compete with shopping malls and catalogs.
Of course, hindsight is 20/20, and this failure of imagination is understandable when you consider that the Internet in 1995 was largely text-based and pretty ugly. On top of that, eCommerce companies didn’t yet have the bandwidth to convey product information the way they can today.
From consumer products to B2B eCommerce, we love shopping online in 2025 because we have access to all the information that we need to make an informed decision (both written and visual). By combining big data insights analyzing the way visitors interact with websites and what converts shoppers into buyers, successful wholesale distributors are using rich product information that boosts sales and profits.
What are some of the latest trends surrounding rich product information?
- Fast, comprehensive search capabilities so customers can find the right products
- Advanced filtering options
- Engaging images that offer a 360-degree view of a product
- 3D modeling that makes product visuals easy to scale and allows customers to swap different elements when products are customizable
In fact, when it comes to 3D modeling, some distributors (such as office furniture companies) offer Augmented Reality (AR) that allows buyers to superimpose a 3D model onto their office, using their phone’s camera. That way, they can see what a product will look like in their workspace.
The technologies you use in your business will depend on your audience and individual use cases. If you’re selling farm equipment, for example, you won’t need AR to show your customers what a tractor looks like in their field.
Still, it’s important to stay on top of all the latest options because a rich product information strategy is a key differentiator in B2B eCommerce sales today.
Trend #3: Omnichannel Strategies for Seamless Buying Experiences
Clifford Stoll made one point in his 1995 article downplaying the future of the internet that has some truth to it—he claimed that salespeople were an essential element of capitalism. Salespeople and customer support agents still remain key to B2B eCommerce sales efforts, and it’s vital that a human being is available when your customers need one.
Of course, when it comes to communication, customers want to do business on their terms, and you need to meet them where they are. Mobile traffic accounts for more than half of all internet traffic these days, so if you’re not optimized for mobile, then you’re missing out big-time.
Of course, it doesn’t stop there. Customers communicate on different platforms, from WhatsApp to email to Facebook Messenger, and you can work with software providers that aggregate all these messaging platforms to streamline your efforts, collect data, and review performance.
Developing an omnichannel, hybrid sales strategy, with plenty of do-it-yourself options along with human support, will make your customers’ lives easier and allow your sales and support staff to focus on those activities that fuel your business.
Trend #4: The Rise of Self-service Portals
Part of that omnichannel strategy includes fully optimized self-service portals, which help customers find quick solutions on their own. Strong self-service portals will save your company money and improve the customer experience.
Optimizing your self-service portals might include:
- Personalized dashboards and catalogs
- Easy access to past orders
- Advanced AI chatbot support to find quick fixes to issues
- Easy re-ordering
- Real-time inventory updates
- Advanced order tracking
- Integrated workflows and approvals
- Access to comprehensive product knowledge bases
- Automated returns management
That last item—automated returns management—represents a huge opportunity for improvement for most wholesale distribution companies and manufacturers, so we’ve given that topic its own section.
Trend #5: Returns Management as a Competitive Advantage (the low-hanging fruit)
B2B returns are notoriously complex. Handling expensive returns, coordinating across multiple departments (e.g., finance, warehousing) across the different companies, and dealing with manual processes make every B2B return a significant project in and of itself.
The traditional approach to returns not only creates a poor customer experience, it creates extra work (and rework) that chips away at productivity. None of this is good for business.
The good news is that this is low-hanging fruit. You can automate and optimize B2B returns with the right software. The cost is minimal, the ROI is powerful, and the implementation is fast.
That’s why we created Continuum, the world’s first-ever reverse logistics network designed to help automate the process of moving products back up the supply chain. With different hubs for customers, warehouses, finance departments, and warranty claims, customers can initiate returns and provide all the vital information your staff needs to expedite claims.
With the right software, it’s much easier to track, process, and fulfill B2B returns, and it will position you miles ahead of your competitors. It also frees up your staff to focus on important, strategic activities that will help you grow the business.
To Be Continued…
Next week’s blog post will cover topics like ERP and supply chain integration, blockchain tech for secure and flexible transactions, cybersecurity, and more—so stay tuned for the next article!
Automate Returns with Continuum
Continuum is a B2B returns management platform designed to simplify and expedite returns, warranties, and repairs. Through automating returns, you can reduce labor costs and improve customer satisfaction—building a stronger, more profitable business in 2025 and beyond. Book a personalized demo today.
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