What are the latest trends in personalized B2B eCommerce for 2025

The landscape of B2B eCommerce in 2025 is shaped by rapid digital transformation, driven by both technological innovation and shifting buyer expectations. Personalisation now stands at the heart of successful B2B sales strategies, with businesses leveraging advanced tools to deliver tailored experiences at scale. Here is an in-depth look at the latest trends defining personalised B2B eCommerce for 2025.

Hyper-Personalisation Powered by AI and Machine Learning
B2B buyers expect more than just basic customisation. In 2025, hyper-personalisation—where every touchpoint is tailored to the individual buyer’s needs, preferences, and behaviours—has become the standard. AI and machine learning make this possible by analysing vast datasets, including browsing history, past purchases, and real-time engagement.

AI-driven product recommendations now boost conversion rates by as much as 915% and increase average order values by 3%, according to recent industry studies. Nearly 45% of online shoppers are more likely to purchase from websites that offer personalisation, highlighting the direct impact on sales. In B2B, this means showing accurate pricing, relevant product catalogues, and tailored promotions at each stage of the buyer’s journey.

Contextual Personalisation
B2B personalisation in 2025 goes beyond simply adding a buyer’s name to an email. It involves understanding the complexity of B2B buying processes, where decisions are often made by teams, and each member may have different priorities. Contextual personalisation means delivering the right information to the right person at the right time, whether that’s a project manager needing compatible products or a procurement officer seeking bulk pricing.

Dynamic personalisation adjusts the content of an online store according to each visitor’s requirements. For example, newcomers may see introductory offers, while returning buyers are shown products based on their previous purchases and preferences. This approach not only increases conversion rates but also builds brand loyalty—31% of customers are more likely to remain loyal due to personalised shopping experiences.

Integration of AI Across the Buyer Journey
AI is now embedded throughout the B2B eCommerce experience, from smarter search and predictive analytics to automated order processing. For instance, a petrochemical manufacturer is piloting an AI tool that extracts order details from emails and PDFs, cross-checks quantities and pricing against system records, and flags discrepancies instantly, reducing manual entry by up to 95%.

AI-powered personalisation can boost retail profits by 15% and cut marketing costs by 20%, making marketing efforts more efficient and effective. In B2B, this translates to significant time savings for buyers and sellers, as well as improved accuracy in order fulfilment.

Data-Driven Personalisation and Customer Insights
The rise of sophisticated data analytics allows B2B companies to understand their customers at a deeper level. By leveraging intent data and behavioural insights, businesses can anticipate buyer needs and tailor their offerings accordingly. More than a quarter (27%) of retailers now use generative AI to create personalised content, and cloud-based personalisation software accounts for over 65% of the market share.

Intent data—information about a buyer’s interests and readiness to purchase—enables sales teams to focus their efforts on high-value opportunities. This approach not only increases conversion rates but also reduces the cost of acquiring new customers.

Omnichannel and Hybrid Sales Strategies
B2B buyers expect a seamless experience across all channels, from desktop and mobile to in-person interactions. The global B2B eCommerce market is valued at $32.11 trillion in 2025 and is expected to grow at a compound annual growth rate (CAGR) of 14.5%, reaching $36.16 trillion by 2026. This growth is driven by heavy industries such as advanced manufacturing, energy, healthcare, and professional business services.

Hybrid sales—combining digital and in-person touchpoints—are now the most dominant strategy, reflecting shifts in customer preferences and the rise of remote-first work environments. Personalisation must extend across all channels, ensuring that buyers receive consistent, relevant experiences whether they are online, on mobile, or meeting a sales representative in person.

Personalisation and Customer Trust
Trust is a critical factor in B2B relationships. Personalisation builds trust by demonstrating an understanding of the buyer’s needs and delivering value at every stage of the journey. Studies show that 47% to 76% of consumers anticipate personalised interactions with brands, and effective personalisation can increase revenue by 10% or more.

In B2B, where purchases often involve large sums and long-term contracts, trust is even more important. Personalised experiences—such as accurate pricing, relevant product recommendations, and timely support—help to foster long-term relationships and repeat business.

The Role of Automation in Personalised B2B eCommerce
Automation is a key enabler of personalisation at scale. Automated workflows for order processing, customer onboarding, and marketing communications free up teams to focus on high-value tasks and ensure that buyers receive timely, relevant information. For example, AI-driven chatbots and self-service portals allow buyers to find answers and place orders without direct sales rep involvement, improving efficiency and satisfaction.

Automated reordering and subscription models are also gaining traction in B2B, enabling buyers to set up recurring orders and receive reminders for restocks. This not only simplifies the buying process but also ensures continuity of supply, which is critical in industries such as manufacturing and healthcare.

Security, Compliance, and Data Privacy
As personalisation relies on access to large amounts of customer data, security and compliance are top priorities for B2B eCommerce platforms. Businesses must ensure that customer data is protected and that personalisation strategies comply with regulations such as GDPR and CCPA. Cloud-based personalisation solutions, which accounted for more than 65% of the market share in 2023, offer robust security features and scalability.

The Future of Personalised B2B eCommerce
Looking ahead, the trend towards hyper-personalisation will continue to accelerate. The eCommerce personalisation software market is projected to grow from $263 million in 2023 to $2.4 billion by 2033, representing a compound annual growth rate of 24.8%. AI and machine learning will become even more sophisticated, enabling businesses to predict customer intent with greater accuracy and adapt to real-time behaviour changes.

The use of generative AI for content creation and customer engagement will expand, allowing brands to deliver highly personalised marketing messages and product recommendations at scale. As the B2B eCommerce market continues to grow, companies that invest in advanced personalisation technologies will gain a competitive edge, driving higher conversion rates, stronger customer loyalty, and increased revenue.

Key Facts and Figures

• Global B2B eCommerce market size (2025): $32.11 trillion, expected to reach $36.16 trillion by 2026
• Growth rate: 14.5% CAGR
• AI-powered personalisation impact: Boosts retail profits by 15%, cuts marketing costs by 20%, and increases conversion rates by up to 915%
• Personalisation and revenue: Effective personalisation can increase revenue by 10% or more
• Customer expectations: 47% to 76% of consumers anticipate personalised interactions with brands
• Personalisation software market: Projected to grow from $263 million in 2023 to $2.4 billion by 2033
• Cloud-based solutions: Account for over 65% of the market share in 2023
• Generative AI adoption: More than 27% of retailers use generative AI for personalisation
• Customer loyalty: 31% of customers are more likely to remain loyal due to personalised shopping experiences

Personalised B2B eCommerce in 2025 is defined by hyper-personalisation, advanced AI integration, data-driven insights, and seamless omnichannel experiences. Businesses that leverage these trends will not only meet the heightened expectations of today’s buyers but also drive growth, efficiency, and long-term success in a rapidly evolving market.