B2B Companies Need to Take Advantage of Digital Commerce Opportunities

B2B companies face growing pressure to meet rising customer expectations while managing the cost of digital transformation. According to new research from Deloitte Digital, successful B2B suppliers are focusing on three strategies: expanding digital commerce channels, integrating front- and back-office systems, and leveraging artificial intelligence (AI) to improve business performance.

B2B Buyers Expect Seamless Digital Commerce

Ease of use is increasingly driving purchasing decisions, with 65% of B2B buyers selecting channels based on convenience. Additionally, 92% of buyers currently using electronic data interchange (EDI) plan to shift partially or completely toward channels such as e-commerce and procurement platforms.

Yet a significant experience gap remains. While 72% of suppliers believe they deliver seamless B2B commerce experiences, only 47% of buyers agree.

The financial impact is substantial:

• 13% of sales bids are lost due to negative buyer experiences, according to suppliers.
• 29% more spending goes to suppliers delivering positive purchasing experiences, according to buyers.
• 36% higher revenue is associated with positive customer experiences, according to suppliers.

Connecting Technology, Data and AI

Modernizing enterprise resource planning (ERP) systems presents an opportunity to connect sales, marketing, commerce and service teams with back-office operations. Shared data improves inventory visibility, customer experiences and operational efficiency.

AI is another emerging opportunity. Deloitte Digital reports that 45% of B2B suppliers currently use AI, while 24% have adopted agentic AI. Early adopters report improvements in productivity and profitability.

Retail Promotions Present Another Digital Commerce Opportunity

Beyond traditional B2B commerce transformation, major retail sales events such as Amazon Prime Day create opportunities for retailers and their suppliers.

According to XCCommerce’s 2026 Retail Promotions Shopper Study, one in four consumers consistently plan purchases around major sales events, while more than 80% engage with these events in some way.

“Major retail tentpole events like Prime Day have trained shoppers to expect seamless, compelling deals,” says Dan Surtees, Vice President of Strategy and Business Development at XCCommerce.

Surtees emphasizes that successful retailers invest in the technology and operational foundations needed to create, manage, validate and execute personalized promotions consistently across every channel.

As digital commerce evolves, businesses that connect their systems, simplify purchasing experiences and deliver reliable omnichannel promotions will be better positioned to compete.

Read the Full Article: B2B Companies Need to Take Advantage of Digital Commerce Opportunities in Destination CRM.

Frequently Asked Questions

1. What are the biggest digital commerce opportunities for B2B companies?

The biggest opportunities include expanding e-commerce channels, integrating ERP systems with customer-facing operations, adopting AI and improving omnichannel purchasing experiences.

2. Why is omnichannel commerce important for B2B companies?

B2B buyers increasingly expect convenient, consistent purchasing experiences across digital and traditional channels. Companies that meet these expectations can improve customer satisfaction, retention and revenue.

3. How can AI improve B2B commerce?

AI can automate sales processes, improve customer personalization, optimize workflows and help businesses make faster, data-driven decisions. Agentic AI also offers opportunities to automate more complex business activities.

4. How do retail promotions impact digital commerce?

Promotions influence purchasing behavior, increase customer engagement and drive sales during major shopping events. Retailers need integrated promotions technology to deliver accurate, personalized offers across online and in-store channels.

5. How can retailers prepare for major sales events like Prime Day?

Retailers should establish a unified promotions infrastructure that enables them to create, manage, validate and execute offers across every channel. Early preparation helps prevent promotion errors, improve customer experiences and maximize sales opportunities.

6. What role does XCCommerce play in omnichannel promotions?

XCCommerce helps retailers manage and execute complex promotions and incentives across channels, enabling consistent offers, greater operational efficiency and seamless customer experiences.