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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.

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

The news: FundCanna launched B2B buy now, pay later (BNPL) platform ReadyPaid to address the cannabis industry鈥檚 endemic cash-flow problem. Our take: Alternative financing pairing well with an alternative industry comes as no shock. If cannabis is finally descheduled by the federal government鈥攐r at least reclassified, as President Donald Trump has considered鈥擱eadyPaid will have a harder time competing against traditional banks that likely will openly service weed-related business without regulatory threats.

Ten years after its establishment, Amazon Business is expanding its seller network and product selection to serve an 8 million global organization customer base, which has grown 33% from 6 million in 2023. Many of the capabilities that individual shoppers enjoy on Amazon鈥檚 B2C platform鈥攂road selection, cost savings, and advanced technology鈥攁re being applied to its B2B marketplace to help organizations work smarter and more efficiently. As Amazon Business continues to innovate, it is poised to compete for more sales from companies seeking to save time and resources.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth鈥攂ut at a slow rate. Buyers鈥� preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

鈥淭丑别 B2B world is converging with the B2C world, so it鈥檚 critical that you play in the mediums that typically work for direct to consumer,鈥� said Keith Turco, CEO at B2B agency Madison Logic. 鈥淏2叠 used to be about a timeslot, and 鈥楲et me get them on their morning or afternoon commute.鈥欌��.

Amazon looks to its B2B ecommerce division for growth: The retail giant sees significant opportunities to expand Amazon Business into new markets in Europe and elsewhere.

Walmart taps B2B to grow its margins: The retail giant is adding new products and tools to Walmart Business to attract more B2B customers and drive loyalty.

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

Amazon sits at the top of US ecommerce, accounting for 37.6% of sales this year, according to our forecast. In addition to generating billions of dollars in sales, Amazon鈥檚 ecommerce business propels its other ventures, including retail media and B2B ecommerce. By harnessing the power of generative AI, Amazon could leave its retail competition even further in the dust, and possibly catch up to the Google and Meta duopoly.

Begin with high-volume use cases like payroll or B2B payments and partner with a payments optimization vendor to accelerate deployment in a cost-efficient way. Recommendations for customer-facing payment providers. Enable real-time payments in sticky, habitual use cases like bill pay and me-to-me transfers.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

Small and medium-sized businesses will account for almost half of the $35 trillion B2B payments market this year. They have been slow to digitize, handing B2B payment providers a unique set of needs to address.