In the ever-evolving landscape of B2B ecommerce, Australian businesses are standing at the precipice of a transformative era.  

The global B2B eCommerce market, valued at an astounding US$ 7.08 trillion in 2022, is projected to skyrocket to US$ 26.59 trillion by 2030. The Asia Pacific region has emerged as a dominant force in this growth, attributing its success to the rise of B2B vendors and the accelerated digital migration brought about by the pandemic.  

As Australian businesses navigate this flourishing B2B market, it becomes imperative for them to adapt to emerging trends that will shape the industry’s trajectory. By harnessing these trends, businesses can unlock new opportunities and gain a competitive edge in the digital realm. 

Personalisation: One-size selling is dead 

In B2B eCommerce, generic sales pitches and one-size-fits-all approaches have become obsolete. Today’s B2B customers have heightened expectations and demand tailored experiences that cater to their unique needs and preferences. To meet these demands, businesses will increasingly need to leverage advanced data analytics to gain insights into their B2B customers and deliver personalised experiences at scale. 

Research from McKinsey & Company has revealed B2B buyers are actively seeking more personalised purchasing experiences and are willing to switch vendors if their expectations are not met. Personalisation could mean implementing tailored messaging, account-based marketing campaigns and/or custom buyer journeys. 

Achieving deeper personalisation requires businesses to gather and integrate customer data from various sources, creating a comprehensive view of each buyer. Customer Data Platforms (CDPs) will serve as valuable tools in this process, enabling the development of targeted and impactful campaigns based on high-quality profiles.  

However, many B2Bs still need a better understanding of their buyers at an individual level to deliver highly personalised and practical experiences. Adobe reports that 46% of organisations need better access to real-time data, crucial for understanding and leveraging valuable customer insights.  

James Buckner, General Manager of Sales at Australian-owned B2B marketing services provider, The Buckner Group, highlights the increasing importance of personalised experiences in the realm of B2B eCommerce. 

“Personalisation has become a strategic imperative for B2B success. By taking the time to understand our customers on an individual level, we can deliver relevant content, customised offers, and personalised interactions. It’s about going beyond product and commerce platform features and truly understanding their business goals and challenges to provide exceptional value,” Buckner says. 

Omnichannel orchestration and seamless selling 

In today’s connected world, B2B customers expect a seamless and consistent experience across various channels and touchpoints. Omnichannel orchestration is the key to breaking down silos and integrating different sales channels, creating a cohesive customer journey. By seamlessly integrating platforms such as mobile apps, social media, and physical stores, businesses can provide a unified experience that meets the evolving expectations of buyers. This approach enhances customer satisfaction and streamlines internal processes, leading to increased operational efficiency. 

Research from McKinsey has revealed that B2B customers now use an average of 10 or more channels to interact with suppliers at different stages of the buying journey. Moreover, Google reports that 72% of B2B customers are eager to purchase across channels, making omnichannel orchestration a top priority. 

Adoption of Artificial Intelligence (AI) and Machine Learning (ML)  

Increased adoption of AI and ML tech will continue to revolutionise the dynamic landscape of B2B eCommerce. These technologies automate repetitive tasks, enable predictive analytics, and enhance decision-making processes. 

Businesses are increasingly recognising the value of automation across various processes, from lead generation and marketing to order fulfilment and customer service. By leveraging AI and ML, companies can refine operations, boost efficiency, and allocate resources to higher-value activities. For example, chatbots are able to address simple inquiries and provide personalised assistance and recommendations, freeing human agents for more complex issues. 

Businesses should identify areas where automation can drive efficiencies and enhance the customer experience. This might include utilising ML algorithms for demand forecasting and inventory management or adopting AI-powered recommendation engines for personalised product suggestions in the sales journey. Additionally, consider how ML algorithms could optimise pricing strategies, improve supply chain management, and enhance customer segmentation. 

Looking ahead 

The transformative trends shaping B2B eCommerce in Australia hold immense potential for unlocking growth and innovation. Envision a future where tailored experiences, seamless interactions, and data-driven insights become the norm for B2B buyers, propelling the industry forward. 

By integrating personalisation, leveraging integrated channels, and harnessing cutting-edge technologies, businesses can unlock new possibilities, elevate customer experiences, and shape a future where B2B eCommerce in Australia reaches unprecedented heights. 


This article was originally published on retailbiz by Aaron Chidley, Commercial Director at Balance.