B2B e‑commerce is growing rapidly and is expected to account for about 17 percent of total US B2B sales, driven by changing buyer expectations and economic pressures. New decision makers are more comfortable using digital channels, while rising costs make traditional field sales harder to justify. Digital channels also give suppliers faster access to new markets, including small businesses. However, many B2B suppliers are falling behind as customers increasingly expect seamless digital experiences. Surveys show that only a small share of companies are confident in their e‑commerce strategy and execution, and relatively few have a deep understanding of customers’ digital behavior, highlighting a significant gap between market potential and current capabilities.

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