These numbers point to a buyer who now treats complex, high-value purchases and self-service as fully compatible, expecting to work through six- and seven-figure decisions online with the same ease as a routine reorder.

Adobe Commerce is built to meet that expectation without asking merchants to give up the complexity B2B actually requires. Company accounts, shared catalogues, quoting and requisition lists come native to the platform, giving merchants a way to hand large, complex orders over to self-service while keeping the account structure and approval logic the deal depends on.

Key trends shaping B2B eCommerce on Adobe

B2B eCommerce isn't changing in one direction; it's changing on four fronts at once, and each one has a fairly direct equivalent inside Adobe Commerce. Here's what's moving, and where it connects to the platform.

1. AI and agentic, assisted buying

Semantic search, product recommendations, and early RFQ copilots are pushing toward orders that largely place themselves. McKinsey's Global B2B 2026 found that 22% of organisations have now fully implemented generative AI, up from 19% the year before, and leaders are already twice as likely as laggards to have done so (44% vs 22%).

Getting this right shortens the path from "searching for a product" to "reordering it automatically," which matters directly for conversion and operational cost on high-volume repeat purchases like spare parts.

On Adobe Commerce: the platform ships with native semantic search and multiple AI-powered product recommendation types, so merchants have a starting point built in rather than needing to build this layer from scratch. The one condition that decides whether any of it performs well is product data quality, covered below.

2. Self-service as an operating model, not a feature

Buyers now expect to see pricing, stock, quote status, invoices, and shipment tracking, and to reorder, without waiting on a sales rep. As covered earlier, 70% of B2B buyers now want a fully digital, self-service journey from start to finish.

For merchants, meeting that expectation directly reduces the manual sales and support workload tied to routine, repeat requests; work that used to require a phone call or an email now happens without anyone on the team touching it.

On Adobe Commerce: the B2B module (company accounts, shared catalogues, requisition lists, quote management) is built specifically to support this without merchants needing to bolt on a separate customer portal.

3. Integration and real-time data as the foundation everything else depends on

According to Bain's 2025 survey of more than 1,200 commercial executives, about 20% of companies have already realised the full value of integrating their sales processes into a single CRM and revenue technology stack. That matters because every other trend depends on it: AI recommendations trained on bad data recommend the wrong products, self-service breaks down the moment stock or pricing shown online doesn't match the ERP, and personalisation is meaningless if the account data behind it is stale.

Real-time sync between ERP, PIM, and CRM systems is what keeps the numbers customers see accurate, which is what makes self-service, AI, and personalisation trustworthy enough for buyers to actually use unsupervised.

On Adobe Commerce: the platform supports this through its comprehensive REST and GraphQL APIs and the Integration Starter Kit, enabling real-time connections with ERP and PIM systems for live pricing, inventory, and account data.

4. Account-based commercial personalisation

This is a different kind of personalisation from the AI-driven search and recommendations in trend 1. Here, the differentiation comes from account hierarchy, negotiated pricing, and contract terms rather than from machine learning; it's a data and configuration exercise more than an intelligence one.

In the same report, McKinsey found that market leaders are four times more likely than their peers to deploy true one-to-one personalisation (20% vs 5%), and 73% of B2B winners now personalise at a "very personalised" or one-to-one level, compared with just 31% of laggards. That gap tracks closely with revenue growth; this is a growth lever, not a cosmetic feature.

On Adobe Commerce: the platform already supports this at the account level through company-specific catalogues, negotiated pricing, and shared catalogue visibility, so for many merchants the gap is configuration and adoption, not platform capability.

Note that: Not every business should chase all four trends at once. Prioritise based on your niche, current stage, and the specific goal you're trying to move, rather than adopting everything because it's trending.

Challenges merchants actually face on Adobe Commerce

None of the trends above is guaranteed wins. Most B2B merchants run into the same handful of obstacles on the way there, and it's worth naming them honestly before getting to where the real opportunities sit.

1. Data quality and integration

This is where most initiatives quietly stall. Forrester Research (commissioned by Zoovu) found that 83% of senior B2B executives describe their product data as incomplete, inconsistent, inaccurate, unstructured, or outdated, and 80% say they struggle with data management generally. On Adobe Commerce, getting real-time ERP and PIM data flowing well typically means building out a proper integration layer, so the payoff scales with how much technical effort goes into that setup.

2. Platform fit for complex catalogues

The same Forrester/Zoovu research found that 81% of B2B executives say their eCommerce platform can't adequately handle their product complexity or scale, and 96% say they haven't been able to put their full product portfolio online. For merchants with thousands of SKUs, configurable products, or kits, this is less about the platform being wrong and more about how much configuration work is genuinely required to represent that catalogue properly.

3. Customisation debt

Related to the point above, many merchants patch gaps with custom code instead of using native B2B functionality already available on the Adobe Commerce platform. This tends to be invisible until an upgrade, when years of accumulated custom code make even a routine update slow and expensive.

4. Pricing and quote-to-order gaps

B2B pricing is inherently more complex than standard retail pricing: rates are often negotiated per account, tied to contract terms, or dependent on volume and approval chains rather than a single fixed price list. The real challenge isn't awareness; most merchants know the benefit of moving this online. It's that translating negotiated, account-specific pricing logic into system-enforced rules takes real configuration work, and getting it wrong risks showing a buyer the wrong price.

5. Change management

Technology is rarely the hardest part. The above report from Forrester/Zoovu also found that 74% of B2B leaders say their sales processes need to be digitally transformed for eCommerce to actually succeed, and Bain's research points to the same friction: adoption of new go-to-market technology and improving salesforce productivity remain top hurdles industry-wide. Sales teams built around relationship-led selling don't automatically embrace a self-service channel, and buyers used to calling a rep don't switch overnight either.

6. Cost and timeline realism

Implementation timelines vary widely depending on scope. Merchants should expect a straightforward MVP to take a few months, with a fuller B2B rollout, including ERP integration and account-based configuration, taking meaningfully longer. There isn't a single reliable industry-wide number here, so it's worth treating any timeline quoted early in a project as a starting estimate rather than a fixed commitment.

Turning gaps into opportunities on Adobe Commerce

Everything covered so far points to the same conclusion: the gap between where B2B eCommerce is heading and where most stores currently stand is where the real upside sits, and Adobe Commerce makes that gap unusually cheap to close.

• To recover revenue: buyers are already willing to place large orders through self-service. Merchants who make that experience trustworthy capture the spend that would otherwise drift to a competitor who gets there first.
• To free up the team for relationships and negotiations: every order handled through self-service is one less routine request pulling a rep's time, freeing the team to focus on the accounts that actually need them.
• To move ahead of competitors: account-based personalisation and native B2B depth remain underused across the market. Investing here now builds an advantage in a space most competitors haven't caught up to yet, and one that widens over time as better data makes every future investment perform better still.

What makes this a genuine opportunity rather than a cost of doing business is that most of it doesn't require new technology. Adobe Commerce already ships with the native functionality this depends on, so the work is largely about configuring and committing to what's already available, which makes the return considerably faster than building this depth from scratch on a less B2B-native platform.

Here is a quick table of where to start and in what order:

Final thoughts

None of this is about chasing every trend at once. It's about recognising that B2B buyers have already changed how they want to buy, and closing the gap between that expectation and where most stores currently stand, in the right order, is what turns Adobe Commerce's native B2B depth into an actual advantage rather than a feature list.

The stores that pull ahead over the next few years won't necessarily be the ones with the biggest AI budget. They'll be the ones that got the foundation right first, then built on it deliberately.

If you're working through these same questions, sessions on data strategy, conversion, and B2B depth at Mage Camp are a good place to pressure-test your approach against merchants and specialists who've solved similar problems. Register for free at Mage Camp and join the conversation.

1. 1. AI and agentic, assisted buying
2. 2. Self-service as an operating model, not a feature
3. 3. Integration and real-time data as the foundation everything else depends on
4. 4. Account-based commercial personalisation