B2B suppliers, vendors and sellers—referred to collectively in our research as "suppliers"—feel squeezed between rising customer expectations and investment barriers that limit their ability to respond. This pressure is compounded by the range of experiences to digitize, the diversity of customer segments and buyer stakeholders to serve, the pace of channel and technology evolution, and more.

B2B suppliers with high digital commerce maturity are figuring it out. Our research shows that high-maturity suppliers beat annual sales goals by a 110% greater margin than low-maturity suppliers. 

How'd they do it? 

Successful B2B commerce organizations focused investments and aligned efforts in three key areas:   

1.  Expanding commerce channels to meet customers where they are

2.  Getting more from ERP upgrades through new front-office customer experience integrations

3.  Identifying and activating AI and agentic use cases that advance business goals