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B2B eCommerce trends

B2B eCommerce developments

The world of eCommerce is big business and, as technology continues to advance at an unprecedented rate, it’s only getting bigger!

With each new year comes new trends and opportunities for the eCommerce sector. 

And, by examining the eCommerce trends that are set to shape buying habits, inspire action, and influence the way companies communicate with the B2B market, we can help businesses make the most of their eCommerce platforms, create a great shopping experience, and increase sales. 

In 2021, the eCommerce market was still contending with the challenges and embracing the opportunities brought by the Covid-19 pandemic. More people were shopping online than ever before, and businesses had no option but to take their sales online. 

But what comes next? Here’s our guide to the top trends we’re expecting to see for B2B eCommerce in 2022.  

Self-service portals

2022 has already seen many businesses take an increased interest in self-service portals as part of their targeted B2B eCommerce strategies. Providing users with access to the information and resources they need to resolve a wide range of different issues, self-service portals allow users to research, compare products, order, track and re-order products quickly and easily. 

Two of the most common self-service portals are customer self-service and employee self-service.

Increase of mobile

The number of smartphone users in the UK is set to reach 63.46 million in 2022, and to continue to grow from there. 

And, with more people than ever before having access to a smartphone, many are using those devices to carry out a whole host of everyday tasks, including businesses. This has resulted in an increased demand for B2B companies to launch their very own mobile apps and mobile-friendly sites. 

B2B buyers expect easy-to-use interfaces, one-click shopping, confirmation notifications, shipping alerts, and more, all set against a consistently-branded backdrop. 

Fully integrated eCommerce platforms allow businesses to create branded, customisable B2B eCommerce sites, so they can present a consistent customer experience across web-based and mobile devices. 


Sustainability is more than just a trend – it’s an increasingly important virtue that’s of growing importance to businesses and consumers alike. 

Brands are not only taking sustainability more seriously in response to customer demand but also to reduce their carbon footprint. As a result, they’ll be looking for B2B suppliers that are as sustainable as possible. 

Stepping up your sustainability can include:

•    Cutting down on paperwork (especially with an EDI solution)
•    Consolidating your packaging 
•    Choosing suppliers who care
•    Optimising your inventory
•    Using analytics to track progress on reaching sustainability KPICTA

Increase sales with B2B eCommerce

Our B2B eCommerce platform is a highly sophisticated solution that combines the aesthetics of B2C eCommerce with the enhanced functionality required by B2B businesses.

Social selling

There’s no denying that social media is now recognised as one of the most powerful communication tools, in all corners of the world. And with the average millennial spending approximately 3 hours a day on social media, social selling is once again set to be huge in 2022. 

With this in mind, it certainly pays to have a B2B social selling strategy that will raise awareness of your brand and drive traffic to your website. Having a strong social media presence also allows you to find new ways to reach prospects, connect and engage with your target market, and build relationships.

Strengthening supply chains

The pandemic saw a stark rise in people shopping, communicating and researching online. It’s fair to say that it dramatically changed buying habits and made many businesses look closely at their supply chain as demand for products and services increased at an unprecedented rate.

During the pandemic, customers demanded speed, convenience and resilience. And this year is no different. As people continue to change their buying habits, you should focus on strengthening your supply chain to ensure you can keep up. 

Content matters

Establishing a strong content strategy is more important than ever before, with B2B eCommerce marketers prioritising strategic content to generate high-quality leads. Tactics such as SEO, personalised emails, virtual events and networking, email newsletters, as well as highly engaging website content will continue to prove vital for B2B eCommerce businesses in 2022. 

Personalised content

Personalised content is incredibly important, with many B2B buyers indicating that personalised content influenced their decision to work with certain partners. 

With a product content management system, you will be able to distribute personalised content to all of your sales channels, build stronger relationships and inspire action. 

You should also think about personalising pricing and payment options to offer an even more convenient service. 

The rise of B2B eCommerce platforms

Just like consumers, business buyers want the convenience and ease of eCommerce orders. 

Over the past decade, the B2B eCommerce landscape has pivoted significantly. As a result, there are now a whole host of B2B eCommerce platforms designed to help B2B businesses optimise their day-to-day operations and meet customer demand, eliminating labour-intensive order processing.

Rather than submitting orders via paper, phone, email, or fax, businesses can now simply log into supplier websites and enjoy a B2C-like shopping experience. In just a few clicks, they can have the items they need in the quantities they want. 

Manufacturers and distributors must focus on offering the B2C experience, but with the specific functionality needed for B2B transactions. So, for example, B2B online stores require a greater degree of customer segmentation than consumer-facing stores. Equally, B2B stores may require pricing by volume options, different shipping choices, and the ability to generate quotes automatically online. 

This year, we’ll continue to see the rise of platforms that offer these features, as well as integrate directly into your existing ERP system to reduce the time spent on manual administration tasks. 

Ultimately, 2022 is all about meeting customer demands, gaining a competitive edge in the world of B2B eCommerce and meeting customer expectations and demands. After all, the B2B world is highly competitive and the last thing you want is for your customers to go elsewhere. 

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