A year ago I wrote the foreword for the first edition of this research paper. In those 300 words, I was laser-focused on two things: the demand for e-commerce in business-to-business commerce, and the difficulties merchants faced in delivering on those expectations.
That sentiment is no less true in 2025 than it was when I wrote it. As you will learn in the pages of this year’s report, e-commerce remains the most used and highest rated sales channel among B2B buyers. But this year, a new trend is rearing its head.
Yes, buyers want to interact with you online via e-commerce webstores, digital marketplaces, mobile apps and social media. But they also want to visit you in-store, talk with you on the phone and meet you face-to-face at industry events.
In short, they want omnichannel sales: the opportunity and flexibility to connect with and purchase from you via a number of online and offline platforms. They want a coherent and cohesive experience across all these touchpoints, with access to their tailored pricing, payment terms, offers and more.
