B2B E-Commerce is 5x Bigger Than B2C (and Still Growing)

Unlocking B2B Commerce: How Legacy Industries Can Tap Into Business Demand

While most headlines focus on the explosive rise of B2C giants like Amazon, the real e-commerce revolution is happening behind the scenes in business-to-business trade.

Globally, the B2B e-commerce market is already valued at more than five times the size of B2C, and in the United States it is projected to grow nearly seven times larger than consumer e-commerce.

This shift means that the future of digital commerce isn’t just about shoppers clicking “buy now” - it’s about businesses reimagining how they purchase, sell, and collaborate with one another at unprecedented scale.

For decades, industries like manufacturing, healthcare, retail, fintech, and distribution have relied on deeply entrenched business models.

Many of these companies were built in an era when relationships were managed over the phone, orders were processed through paper or fax, and customer loyalty hinged more on contracts than digital experience.

But the world of business-to-business (B2B) commerce has shifted dramatically. Buyers today expect the same convenience, personalization, and speed that define their consumer shopping experiences.

The result? Legacy companies across industries now have a significant opportunity to modernize, capture unmet demand, and strengthen business relationships by embracing B2B commerce platforms.

B2B vs. B2C: The Numbers That Tell the Story

Most e-commerce revenue comes from B2B sales rather than consumer retail. The gap is widening, and the data points to an accelerating shift:

• In 2025, the global B2B e-commerce market value will exceed the B2C market by 400%.
• The annual worldwide B2B e-commerce GMV growth outpaces B2C by 110% in 2025.
• In the U.S., B2B e-commerce is worth 588% more than B2C in 2025.
• However, the U.S. B2B e-commerce market will grow 56% slower than the B2C market in 2025.

When combining both markets, the dominance of B2B becomes even clearer:

• Global B2B and B2C e-commerce revenue will total a projected 38.5 trillion dollars in 2025, with B2B representing 83.3% of that total.
• By 2027, total worldwide B2B and B2C e-commerce is expected to be worth over 48 trillion dollars, and by 2030 it will exceed 71 trillion dollars.
• In the U.S., B2B and B2C e-commerce combined is worth 11.6 trillion dollars in 2025, projected to grow to 14.0 trillion dollars by 2030.
• U.S. B2B sales represent a massive 87.3% of that combined total.

“By 2025, B2B will account for more than 80% of all global e-commerce revenue.” - CapitalOne Shopping Research

These figures underscore a simple truth: the future of e-commerce will be defined more by how businesses buy from each other than how consumers shop online.

Why B2B Commerce is No Longer Optional

The B2B commerce market is on a growth trajectory. What was once considered a “nice-to-have” for efficiency has become a strategic requirement for revenue growth and competitiveness.

Buyers today want to research, compare, and order online. They expect accurate inventory visibility, fast order processing, personalized recommendations, and seamless service.

They are no longer satisfied with waiting weeks for quotes or dealing with manual errors. This evolution has transformed B2B commerce from a transactional channel into a core business enabler.

Manufacturing: Digitizing Complex, Configurable Sales

Manufacturers are traditionally built around engineering excellence, not digital commerce. Yet they face rising expectations from distributors, suppliers, and end customers who want frictionless online ordering.

The challenge in manufacturing is complexity. Products are often highly configurable, requiring quotes that account for multiple variations, materials, and compliance rules. Legacy systems can’t keep up with this demand, leading to slow sales cycles and costly inefficiencies.

“Manufacturers that embrace B2B commerce free their sales teams from repetitive admin and unlock faster, more accurate transactions.” - Alex Kolesnichenko, CTO at FortéNext

A modern B2B commerce solution allows manufacturers to:

• Offer self-service portals where buyers can configure products, request pricing, and place orders.
• Integrate configure-price-quote (CPQ) tools that ensure accurate pricing and faster turnaround.
• Provide real-time order tracking and inventory updates.
• Expand into new markets without relying solely on traditional sales reps.

For manufacturers, embracing B2B commerce means not only speeding up transactions but also freeing sales teams to focus on high-value relationships rather than repetitive administrative tasks.

Healthcare: Meeting the Demands of Providers and Distributors

Healthcare organizations, from diagnostics firms to medical suppliers, are under pressure to deliver more efficient procurement channels.

Hospitals, clinics, and pharmacies want faster access to critical supplies with minimal friction. Legacy manual ordering processes are no longer sufficient in a sector where every delay can impact patient care.

“In healthcare, every ordering delay can impact patient care. Digital procurement platforms are no longer optional - they’re essential.” - Nadiya Kreynin, CEO at FortéNext

Healthcare companies adopting B2B commerce can:

• Create digital procurement platforms where providers can order medical devices, pharmaceuticals, or lab equipment on demand.
• Ensure compliance with healthcare regulations by integrating approval workflows into digital systems.
• Use predictive analytics to anticipate supply needs and reduce shortages.
• Build trust with transparent pricing, contract visibility, and accurate delivery timelines.

By shifting to B2B commerce, healthcare suppliers can improve operational efficiency for their clients, reduce ordering errors, and better manage the complexities of multi-tiered distribution networks.

Retail: Bridging the Gap Between B2C Expectations and B2B Needs

Retailers often lead in consumer-facing commerce but lag when it comes to B2B. Many wholesalers, franchise networks, and retail distributors still rely on manual systems to handle large-volume orders or replenishment requests.

The irony is that retailers already know what good digital commerce looks like. They’ve invested in customer-facing online stores, personalization engines, and fulfillment systems. The challenge lies in extending these capabilities to their business buyers.

“Retailers already know what great digital commerce looks like. The opportunity is to extend that same experience to business buyers.” - Constantine Levoshko, Lead UI/UX and Product Designer at FortéNext

Through B2B commerce platforms, retailers can:

• Build wholesale portals for franchisees, resellers, and large-volume buyers.
• Provide real-time stock availability, bulk order discounts, and subscription-based replenishment.
• Streamline supply chain management by integrating B2B and B2C systems.
• Deliver personalized recommendations for business clients, just as they do for individual shoppers.

Retailers that bridge this gap not only strengthen their B2B relationships but also capture new revenue streams, ensuring that their digital investments benefit every side of the business.

Fintech: Enabling Seamless Business Transactions

Fintech companies already specialize in simplifying financial transactions for consumers and businesses alike. Yet many fintech providers still struggle with delivering seamless B2B commerce capabilities to enterprise clients.

“Fintech firms that embed B2B commerce into their service models move beyond transactions and become full-service business partners.” - Maksym Koval, Chief Development Officer at FortéNext

For fintech, B2B commerce often centers on:

• Enabling financial institutions to purchase technology and services through digital platforms.
• Offering subscription management tools for corporate clients.
• Supporting secure, compliant digital payments across global markets.
• Providing analytics-driven insights into business purchasing behaviors.

By embedding B2B commerce into their service models, fintech firms can expand beyond payments and core banking solutions, positioning themselves as full-service partners for business operations.

This is particularly relevant as demand grows for embedded finance, where businesses expect financial services to be integrated directly into their digital workflows.

Distribution: Scaling Efficiency in High-Volume Operations

Distributors sit at the heart of supply chains, connecting manufacturers with retailers, healthcare providers, and other buyers.

Their challenge is scale. Managing thousands of SKUs, orders, and partners through legacy systems creates bottlenecks that frustrate clients.

“For distributors, B2B commerce is less about selling products online and more about scaling supply chain efficiency across thousands of SKUs.” - Ryan Haggerty, VP of Market Development at FortéNext

Modern B2B commerce systems give distributors the tools to:

• Offer self-service portals where customers can browse catalogs, check stock, and place orders at any time.
• Automate repetitive tasks like invoice generation, payment collection, and contract renewals.
• Provide clients with personalized dashboards that track order history, pricing, and loyalty incentives.
• Integrate with warehouse and logistics systems to ensure accurate delivery estimates.

For distributors, the shift to B2B commerce is less about selling products online and more about optimizing supply chain efficiency while strengthening customer relationships.

Overcoming Common Barriers

Despite the clear benefits, many legacy companies hesitate to embrace B2B commerce due to a mix of organizational and technical barriers:

1. Cultural resistance: Long-standing processes and relationships can make companies hesitant to digitize sales.
2. System integration challenges: Legacy ERP, CRM, and inventory systems often need modernization to connect seamlessly with commerce platforms.
3. Skill gaps: Many companies lack internal expertise in digital commerce implementation and management.
4. Cost concerns: Upfront investments can be daunting, even if long-term ROI is clear.

Addressing these barriers requires leadership buy-in, a clear change management strategy, and external expertise when needed.

Practical Steps to Tapping Into B2B Commerce Demand

Companies looking to modernize should consider a phased approach:

1. Assess customer expectations: Start by interviewing key business clients to understand their frustrations with current processes and what they value in a digital experience.
2. Prioritize quick wins: Identify areas where digitization can deliver immediate benefits, such as faster quoting or real-time inventory visibility.
3. Choose scalable technology: Invest in platforms that can integrate with existing systems but also scale as business needs grow.
4. Leverage expertise: Where skill gaps exist, consider staff augmentation or partnerships with technology providers experienced in B2B commerce implementation.
5. Monitor and adapt: Use analytics to measure adoption rates, order volumes, and customer satisfaction, and continuously refine the system.

“B2B commerce is no longer a side project - it’s a strategic pillar that defines how businesses grow and compete.” - Andrii Tsapko, Lead Product Owner at FortéNext

The Strategic Payoff

For companies across manufacturing, healthcare, retail, fintech, and distribution, B2B commerce is more than just a technology project. It’s a chance to redefine relationships, unlock efficiency, and capture new growth.

By offering business buyers the same level of convenience and personalization they experience as consumers, legacy companies can secure their place in a competitive, digital-first marketplace.

Those who delay risk losing relevance as competitors invest in modern platforms. Those who act now position themselves not just as suppliers, but as strategic partners in their clients’ success.

“Business buyers expect the same speed, personalization, and transparency they enjoy as consumers. Legacy companies must deliver.” - Anastasia Gudele, Director of Business Development at FortéNext

Embrace B2B or Miss Out

The demand for B2B commerce is undeniable, and legacy industries are uniquely positioned to capture it.

Manufacturing firms can streamline complex sales, healthcare suppliers can ensure fast, compliant procurement, retailers can strengthen wholesale relationships, fintech providers can embed commerce into financial ecosystems, and distributors can scale efficiency across vast networks.

Each industry has its own challenges, but the path forward is clear: embrace digital commerce not as an add-on, but as a central pillar of the business model.

By doing so, these companies can modernize without losing the strengths that made them industry leaders in the first place.

At FortéNext, we’ve spent over 20 years helping core sectors modernize their commerce strategies. Connect with us to explore how B2B commerce can become your next growth engine.