The State of B2B Ecommerce in 2025: What 4,050 Businesses Tell Us About What's Working

B2B ecommerce isn't standing still. It's shifting fast—and if you're not tracking what's changing, you're already behind.

DHL just released their 2025 E-Commerce Trends Report, surveying 4,050 businesses across 19 global markets. The data is clear: B2B merchants are rethinking how they sell, where they sell, and what buyers now expect as standard.

This isn't theory. It's what's happening right now in wholesale, manufacturing, distribution, and dropshipping businesses worldwide.

Here's what the data shows—and what it means for your business.
1. Multi-Channel Selling Is No Longer Optional

The Data:

• 63% of global ecommerce businesses sell on at least three online platforms
• 58% of B2B retailers are active on three or more channels
• Only 12% of businesses sell on a single platform

What's Happening: B2B buyers don't shop in one place anymore. They browse marketplaces, check social media, compare on Google, then come back to your site. If you're only selling through one channel, you're invisible to most of your potential customers.

The businesses growing fastest are the ones showing up everywhere their customers are looking.

What This Means: Your website alone isn't enough. You need a presence on marketplaces, social platforms, and potentially your own app. The goal isn't to be everywhere—it's to be where your buyers actually are.

2. B2B Buyers Now Expect B2C Experiences

The Data:

• 87% of B2B retailers run paid social media advertising
• 59% sell on Facebook, 34% on LinkedIn
• 61% use AI across their ecommerce platforms
• 76% offer digital wallet payments
• 35% offer Buy Now, Pay Later

What's Happening: B2B buyers are also consumers. They're used to one-click checkouts, fast delivery, and flexible payment options in their personal lives—and they expect the same when buying for their business.

The line between B2B and B2C is blurring. Fast.

What This Means: If your checkout is clunky, your payment options are limited, or your delivery takes two weeks, you're making it too hard to buy from you. Simplicity wins. Speed wins. Flexibility wins.

3. Logistics and Delivery Are Make-or-Break

The Data:

• 96% of B2B retailers say delivery and returns are important to securing sales
• 59% offer tracked next-day delivery
• 56% say out-of-home delivery points are essential for sales
• 87% say offering free delivery improves sales—but only 41% actually offer it

What's Happening: Fast, reliable delivery isn't a nice-to-have anymore. It's a competitive advantage. Businesses that offer next-day delivery, flexible drop-off points, and transparent tracking are winning more orders.

And yet, most B2B businesses still charge for delivery—even though they know free shipping drives more sales.

What This Means: Your logistics strategy is part of your sales strategy. If delivery is slow, expensive, or unclear, buyers will go elsewhere. Out-of-home collection points and parcel lockers are becoming standard—especially for cross-border orders.

4. Cross-Border Selling Is Mainstream

The Data:

• 72% of B2B retailers sell to customers in other countries
• On average, 41% of B2B orders are shipped internationally
• 63% offer their ecommerce store in local language and currency for all international markets
• 54% offer Delivery Duty Paid (DDP) for international orders

What's Happening: International expansion is no longer just for enterprise businesses. Mid-size B2B merchants are shipping across borders as standard practice. The barriers—customs, compliance, logistics—are still there, but they're solvable.

The biggest holdback? Fear of complexity and cost. 44% say delivery is too expensive. 37% don't want the hassle of customs.

What This Means: If you're only selling domestically, you're leaving revenue on the table. International selling takes planning—but the opportunity is real. Localization, clear pricing (DDP), and the right logistics partner make it manageable.

5. AI Is Already Here—And Being Used Practically

The Data:

• 53% of global ecommerce businesses use AI across their platforms
• 64% use AI features in third-party tools (not custom-built AI)
• 49% use AI for content production, customer service, and website personalization
• 38% use AI for analytics and reporting

What's Happening: AI adoption in ecommerce isn't about custom machine learning models. It's about using built-in AI tools in platforms like Shopify, BigCommerce, email marketing software, and customer service tools.

B2B businesses are using AI to:

• Generate product descriptions and marketing content
• Automate customer service responses
• Personalize website experiences
• Analyze sales data faster

What This Means: You don't need a data science team. You need to start using the AI features already built into the tools you're paying for. The businesses that adopt AI early will move faster and scale smarter.

6. Subscriptions Are Driving Repeat Revenue

The Data:

• 52% of B2B businesses offer product subscriptions
• 18% offer delivery and returns subscriptions (like Amazon Prime)
• 64% of B2B retailers offer product subscriptions
• Subscriptions are most common among wholesale distributors (62%) and dropshippers (60%)

What's Happening: Subscriptions aren't just for consumer brands anymore. B2B businesses are using them to lock in recurring revenue, reduce churn, and make reordering seamless.

Two models are emerging:

1. Product subscriptions: Regular deliveries of consumables or restockable items
2. Logistics subscriptions: Unlimited free delivery and returns for a monthly/annual fee

What This Means: If your products are reordered regularly, a subscription model can increase customer lifetime value and reduce acquisition costs. Even if you don't sell consumables, a logistics subscription can drive more frequent orders.

7. Black Friday Is No Longer Just B2C

The Data:

• 85% of B2B retailers participate in Black Friday
• 48% sell more during Black Friday and Cyber Monday
• 63% say their Black Friday sales increased in 2024 vs. 2023
• 67% believe their customers trust their Black Friday offers and prices

What's Happening: Black Friday has become a legitimate sales opportunity for B2B businesses. It's not about doorbuster deals—it's about end-of-year buying cycles, budget spending, and strategic promotions.

B2B buyers are used to Black Friday in their personal lives. They're now open to it in business purchasing too.

What This Means: If you're dismissing Black Friday as a consumer gimmick, you're missing an opportunity. November is one of the busiest trading months for B2B ecommerce. Plan for it.

8. Sustainability Matters—And Businesses Are Acting on It

The Data:

• 87% of B2B retailers say sustainability is important to their business
• 76% offer sustainable delivery options
• 62% use sustainably sourced packaging materials
• 43% provide clear recycling instructions for products

What's Happening: Sustainability isn't just a marketing angle. It's becoming a business requirement. B2B buyers are asking about packaging, carbon footprint, and circular models before they commit to suppliers.

The businesses that are ahead on sustainability are communicating it clearly: showing delivery impact, eliminating plastic packaging, and offering product repair and trade-in programs.

What This Means: If sustainability isn't part of your value proposition yet, it needs to be. This isn't about greenwashing—it's about real operational changes that reduce waste and meet buyer expectations.

9. Payment Flexibility Is Now Expected

The Data:

• 83% of B2B businesses accept credit/debit cards
• 81% accept digital wallet payments (Apple Pay, Google Pay, etc.)
• 38% offer Buy Now, Pay Later
• 26% offer payment by invoice

What's Happening: B2B payment expectations have changed. Buyers want the same checkout speed and flexibility they get when shopping on Amazon or Shopify stores.

Digital wallets are now standard. BNPL is growing. Invoice payments are still important for established customers—but new buyers expect faster, simpler options.

What This Means: Limited payment options kill conversions. If your checkout only accepts bank transfer or invoice payment, you're adding friction. Offer multiple payment methods, especially for first-time buyers.

10. Social Media Is a Sales Channel, Not Just Marketing

The Data:

• 87% of B2B businesses have at least one social media profile
• 59% sell on Facebook, 34% on LinkedIn
• 87% run paid advertising on social media
• 73% expect social media sales to increase over the next three to five years

What's Happening: B2B businesses are using social media to sell, not just build brand awareness. Paid ads, shoppable posts, product demos, and influencer partnerships are all in play.

LinkedIn and Facebook are the most popular platforms for B2B sales. Instagram and TikTok are growing, especially for manufacturers and makers targeting younger buyers.

What This Means: If your social media strategy is just posting updates, you're underusing it. Social platforms are discovery engines. Use them to drive traffic, generate leads, and close sales.

What This All Means for Your Business

The data is clear: B2B ecommerce is evolving fast. The businesses that are winning are the ones that are:

• Selling across multiple channels, not relying on a single platform
• Investing in logistics and delivery as a competitive advantage
• Offering flexible payment options that reduce checkout friction
• Using AI and automation to move faster and scale smarter
• Expanding internationally with the right infrastructure
• Building subscription models to drive recurring revenue
• Taking sustainability seriously as a business requirement
• Leveraging social media as a sales channel, not just marketing

Quick Takeaways

• Multi-channel is mandatory: 63% sell on 3+ platforms
• Speed wins: 59% of B2B businesses offer next-day delivery
• Free delivery drives sales: 87% agree, but only 41% offer it
• Cross-border is mainstream: 72% sell internationally
• AI is practical: 53% use AI, mostly through existing tools
• Subscriptions work: 64% of B2B businesses offer them
• Black Friday matters: 85% participate, 63% saw growth
• Sustainability is expected: 87% say it's important
• Payment flexibility is critical: 81% accept digital wallets
• Social media sells: 87% have profiles, 73% expect growth

Final Thought

The B2B businesses that are growing aren't doing one big thing differently. They're doing ten small things better: faster delivery, more payment options, clearer checkout, better mobile experience, smarter use of AI, stronger social presence.

The question isn't whether you need to change. It's whether you're changing fast enough.

Want a second opinion on your ecommerce strategy? We work with B2B businesses to simplify complexity, accelerate growth, and build competitive advantage. Let's talk.