The year 2024 was a transformative period for B2B e-commerce, marked by significant growth, evolving trends, and emerging challenges. Recent data indicates that B2B site sales in the United States are expected to reach $2.04 trillion this year, accounting for 22% of total electronic sales. In contrast, the B2B e-commerce market in Latin America, although rapidly growing, is significantly smaller, with estimates reaching $200 billion by 2025.
This disparity can be attributed to differences in market maturity, digital infrastructure, and levels of technological investment between regions. While the United States enjoys robust infrastructure and a high level of digitalization, Latin America is still in the process of developing these capabilities. However, the compound annual growth rate in Latin America, around 20%, indicates a potentialcatch-up, as businesses continue to adopt and implement more advanced e-commerce technologies.
In general, the significant growth seen this semester has been driven by technological advancements and the need for more efficient purchasing processes. Dependence on digital channels for B2B transactions has increased, with 60% of buyers visiting supplier websites and 55% participating in webinars hosted by suppliers before making purchasing decisions. Another indicator is the expansion of the purchasing cycle, with 75% of executives agreeing that the average time has increased over the past two years.
Among the main developments in the period, the following stand out: the improvement of the user experience, with new interfaces and functionalities on websites providing better shopping experiences; the adoption of mobile commerce in B2B transactions, encouraged by the need for convenience and real-time access to information; and the use of blockchain to increase transparency and security in supply chain management.
Emerging challenges
Despite the growth, the B2B e-commerce sector still faces several challenges, including prolonged purchasing processes, difficulty in integrating new platforms with existing legacy systems, and integration with sales teams, since all sales formats must operate in synergy. Furthermore, since transactions move online, the risk of cyber threats is higher, requiring robust security measures to ensure data integrity and maintain buyer trust.
Opportunities in the sector
Companies that are open to B2B e-commerce can leverage data analysis to tailor offers to individual buyers' needs, as well as use artificial intelligence (AI) and automation to streamline processes, reduce costs, and predict purchasing patterns. Other possibilities involve the adoption of strategiesomnichannelto provide an even better experience across all touchpoints, as well as establish strategic partnerships and collaborations to help expand its offerings and enter new markets.
The leading sectors for e-commerce growth are Manufacturing, driven by the need for efficient purchasing and supply chain management; Wholesale and Distribution, which is increasingly adopting e-commerce to streamline operations and reach more customers; and Healthcare, focused on purchasing medical supplies and equipment.
But the sector does not live only from large companies. Small and medium-sized enterprises (SMEs) also show a positive outlook as they seek to adapt to B2B e-commerce. For this, they are investing in technology — especially digital platforms and tools to improve their online presence — in employee training, and in specialized products and services for niche markets, aiming to differentiate themselves from larger competitors.
What the future holds
Riding this wave, the future of the sector looks promising: B2B site sales are expected to grow steadily, reaching $2.47 trillion by 2026, accounting for 24.8% of total electronic sales. According to Gartner data, 80% of B2B sales interactions between suppliers and buyers will occur through digital channels by 2025.
Continuous technological advancements will drive innovation and efficiency in B2B transactions, and companies will continue to expand globally, leveraging digital platforms to reach new markets and customers. Furthermore, most of the insights should come from the new B2B buyer profile, which has changed significantly in recent years in a clear generational transition.
In summary, the main opportunity is not to miss the train when it comes to B2B digital commerce. The next 24 months will be very important for all companies that share this same vision.
