B2B ecommerce is entering a defining period. In 2026, online commerce will no longer be an extension of traditional sales models, it will be the primary engine of growth for many B2B organisations, and is already for a good number of companies.. Buyer expectations are rising, technology is evolving rapidly, and competitive advantage is increasingly determined by the quality of the digital experience and operational efficiency that customers encounter.
At Fluid Commerce, as a specialist Magento, Adobe Commerce and Shopify Plus B2B ecommerce agency, we work with B2B companies navigating this transition every day. Below are our key predictions for what could happen in B2B ecommerce in 2026, and what they mean in practice for manufacturers, wholesalers, distributors and suppliers.
Continued rapid growth of B2B ecommerce
The B2B ecommerce market will continue to grow significantly throughout 2026, with some estimates stating its value will grow by $4 trillion this year globally to reach an incredible $36 trillion, driven by changing buyer behaviour and the acceleration of digital procurement. Business buyers now expect to research, compare, and purchase online with minimal friction, including using AI tools such as Chat GPT. Procurement teams are under pressure to work faster, reduce costs, and improve visibility, which makes digital channels the natural default.
This growth is not limited to large enterprises. Mid-market and niche B2B brands are increasingly investing in ecommerce as a core revenue channel rather than a supporting one. Companies that delay digital transformation risk losing relevance as competitors offer easier, faster, and more transparent buying experiences.
AI will become a core capability, not a differentiator
Artificial intelligence could move from experimentation to essential infrastructure for many B2B ecommerce companies during 2026. Rather than being used only for analytics or chatbots, AI could be used for business critical areas such as pricing strategies, stock management, demand forecasting and profit margin management.
Rather than asking “what can AI do for my business?” Companies need to look at the manual processes that are taking up large amounts of time, as there will often be an AI solution for those. For example, if reporting is an area that a business finds particularly time consuming then that would be an issue that they could look to AI to solve.
Stock replenishment is another area that B2B ecommerce companies could use AI for. Reviewing past order histories to obtain accurate data about sales is time consuming and laborious. However AI could potentially make light work of this. Likewise profit margins can be managed by using AI to find out what a company’s most popular products are, providing the ability to make them more profitable.
There may also be apps and systems that B2B ecommerce companies use that could be replaced by AI, bringing the cost of running their business down.
B2C level buying experiences will widen across the B2B ecommerce industry
In 2026, the already established expectation of B2B buyers for the ease of ordering that they have access to as consumers in their personal lives, will increase further. Clunky portals, slow ordering processes, and unclear pricing will no longer be tolerated.
Self-service will be central to this shift. More buyers will expect to place repeat orders quickly, manage users and permissions, track deliveries, and access invoices without speaking to a sales representative. Clear product information, real-time stock visibility, and fast checkout will directly influence supplier choice.
This does not mean removing sales teams. Instead, digital platforms will handle routine transactions, freeing sales teams to focus on complex deals, strategic accounts, and value-added services.
Platform rationalisation drives migrations from Adobe Commerce to Magento Open Source
One of the most significant technology trends heading into 2026 is the increasing number of businesses migrating from Adobe Commerce to Magento Open Source. Rising total cost of ownership, licensing complexity, and underutilised enterprise features are prompting many organisations to reassess whether Adobe Commerce still represents value for money.
For many B2B ecommerce companies, Magento provides the flexibility, extensibility, and control they need without the overhead of enterprise licensing fees. When paired with modern hosting, B2B feature platforms (such as the Fluid Commerce Magento B2B feature platform Portal), and best-of-breed integrations, Magento can deliver enterprise-grade performance at a more sustainable cost.
These migrations are rarely about reducing capability. Instead, they reflect a shift towards leaner, more composable architectures where businesses pay for what they actually use. By 2026, we expect platform rationalisation to be a common strategic initiative, particularly for established B2B merchants seeking to simplify their technology stack while retaining control.
Shopify B2B adoption accelerates, especially in the mid-market
Shopify’s expansion into B2B functionality is set to be another defining trend through 2026. With native B2B features such as company profiles, customer-specific pricing, payment terms, and combined B2B and DTC storefronts, Shopify is increasingly attractive to wholesalers and manufacturers targeting speed and simplicity.
Shopify B2B, including Shopify Plus, appeals strongly to fast-growing mid-market businesses that prioritise rapid deployment, low maintenance overhead, and ease of use for internal teams. Its ecosystem of apps, strong API capabilities, and continued investment in B2B-specific features make it a viable alternative to more complex legacy platforms.
While Shopify may not suit every B2B use case, particularly those with highly bespoke workflows, its role in the B2B landscape will continue to grow. By 2026, it will be a mainstream option for B2B brands that value agility and scalability over deep customisation.
Agentic commerce progresses
Agentic Commerce, where AI agents such as Chat GPT handle the whole buying process for buyers, from finding product recommendations to completing the check-out process, is currently only available for products found on the US consumer site Etsy. As I wrote in this blog from October last year, agentic commerce does not yet support key B2B features such as bulk ordering, tiered pricing, or account-based purchasing. However the pace at which this technology is progressing is staggering and I expect it to make huge jumps forward this year. That might not be towards the B2B market, and I don’t expect agentic commerce to be available for B2B buyers this year, but I do expect that one day it will once it evolves to handle the complexities of B2B transactions.
Sustainability influences procurement decisions
Sustainability is becoming a measurable factor in B2B procurement. Buyers are increasingly required to consider environmental impact, supply chain transparency, and ethical sourcing when selecting suppliers.
In 2026, B2B ecommerce platforms will play a role in supporting these requirements through clearer product data, sustainability certifications, and reporting capabilities.
Data governance and security grow in importance
As more revenue flows through ecommerce channels, data security and governance will become even more critical. B2B platforms handle sensitive information including pricing agreements, customer data, and financial transactions.
In 2026, more B2B companies will move into the ecommerce market making robust security, compliance, and privacy controls a baseline expectation for them. Businesses that invest early in secure, scalable platforms will build greater trust with customers and reduce operational risk as they grow.
Final thoughts
B2B ecommerce in 2026 will be defined by experience, efficiency, and intelligent platform choices. We expect to see continued growth in Shopify B2B adoption, alongside a meaningful shift away from high-cost enterprise platforms towards more flexible, value-driven solutions such as Magento Open Source.
The most successful organisations will treat ecommerce as a strategic capability rather than a technology project, aligning platforms with sales, operations, and customer experience.
At Fluid Commerce, we help B2B companies to migrate, optimise, and scale ecommerce platforms that are built for long-term growth. If you would like to explore how these trends apply to your business, or how to prepare your ecommerce website for 2026 and beyond, our team would be happy to help. Contact us here to arrange a call.
