蘑菇AV

B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers鈥� preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.

B2B ecommerce site sales increased 10.5% YoY in 2024, reaching $2.297 trillion.

LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

The company is trying to better market itself as a B2B company and grow its checkout business

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

LinkedIn improves B2B ad tracking: New updates help marketers integrate first-party data, track long-term impact, and optimize campaigns.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.