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The findings in this report reflect that reality. Senior leaders across manufacturing and distribution are making real progress in digital commerce, yet most acknowledge their current technology stacks still have room to improve. They are prioritizing product data and payments modernization, planning for greater AI investment, and working through the complexity of an ever-expanding technology landscape. Readers will come away with a clear picture of where the industry stands today: which platforms are most common, how digital revenue is distributed, where teams feel most and least capable, and which AI use cases are drawing the most attention. The report also identifies the barriers that continue to slow progress and points toward the areas where focused effort will matter most.

AI has taken root across B2B commerce, but real-world results are far more nuanced than the excitement surrounding the technology might suggest. This report is based on a survey of 100 senior decision-makers at B2B manufacturers and distributors. It examines how organizations currently deploy AI, what value it is delivering, and where the biggest gaps remain between expectations and reality. The findings paint a picture of an industry in the middle of AI maturity. Most organizations have moved past experimentation, with more than one-third reporting measurable results from multi-function AI deployments, and a similar portion reporting limited results.

This report will explore what strategies B2B leaders are using to unify their marketing, eCommerce, and sales functions. It will reveal best practices, key technologies, and future strategies for achieving alignment and driving sales.

B2B commerce faces unprecedented transformation driven by agentic AI, evolving customer expectations, and the need for operational efficiency. B2B Online Atlanta 2025 revealed that organizations scaling digital investments must prioritize foundational capabilities—particularly data quality—before they move forward with advanced implementations of new technologies. Success requires balancing innovation with realistic change management. It also means embedding digital commerce as an organizational imperative rather than an isolated initiative. Most importantly, B2B leaders were encouraged to view technology as an asset that augments human relationships rather than replacing them.

The B2B buying experience is fundamentally changing as organizations abandon rigid individual commerce platforms in favor of flexible, composable architectures. This report explores how B2B organizations are building seamless customer experiences through a mix of strategy, technology, and channel diversity.

The B2B Online Chicago 2025 After the Event Report captures transformative insights from B2B leaders navigating today’s business landscape, where digital innovation, cross-functional alignment, and customer-centric strategies define success. The sessions revealed the urgency of balancing traditional relationship-driven practices with AI-powered automation, composable architectures, and agile leadership. In the coming months, this balance will be critical to addressing tariff complexities, generational buyer shifts, and the siloed organizational structures that still prevent many companies from realizing their potential. Through real-world case studies and data-driven recommendations, this report equips B2B enterprises with actionable frameworks they can apply to their operations

More than ever, B2B organizations depend on digital storefronts to meet customer expectations and drive sales growth. However, creating a B2B eCommerce environment that consistently meets demands has proven challenging. Based on insights from senior leaders across manufacturing and distribution sectors, this report provides a comprehensive overview of the most common obstacles to B2B eCommerce success and offers actionable recommendations for organizations looking to enhance their digital sales capabilities.