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Pratik Panwar
20 Dec 2025
Insights from this edition to keep you informed and ahead.
December is always an interesting time in B2B. Calendars open up. Inboxes quiet down. But underneath, this is when leadership teams are doing their most important work, reflecting on what actually worked this year and quietly deciding what must change next.
Over the past year, we’ve had dozens of conversations with mid-market manufacturers, distributors, and B2B commerce leaders. Different industries, different scale , but very similar concerns:
"Our platform technically works, but it feels it’s not upto the full potential."
"Buyers expect more, but our systems aren’t built for it."
"AI feels complex, and we’re not sure where it fits practically."
As 2026 approaches, one thing feels clear: B2B eCommerce is moving from systems that support transactions to systems that actively participate in decision-making.
This December edition isn’t about predictions for the sake of hype. It’s a collection of observations, patterns, and lessons we’re seeing emerge , and what they mean if you’re responsible for growth, operations, or digital strategy in the mid-market.
Our Reflections: B2B eCommerce Predictions for 2026
 Top 3 B2B eCommerce Predictions for 2026A conversation around how AI-assisted buying, composable platforms, and data accessibility will reshape how buyers research and purchase. |  What Mid-Market B2B Need to Fix Before 2026A more practical discussion on tech debt, how SEO is moving to GEO , for product discoverability and composability will define the winners in 2026. |
Featured asset to deepen your digital commerce knowledge
To satisfy growing expectations for seamless, tailored interactions, leading distributors are incorporating Generative AI into their digital toolkits. This next-gen technology goes beyond pattern recognition, using massive data sets to craft dynamic content and human-like dialogue. Wesco is using generative AI to run a smart chatbot that talks like a real person and helps customers quickly. It improved their online service without changing the whole eCommerce system. |  |
Latest trends and tips to boost operational excellence
If there’s one pattern that stands out as we close the year, it’s this: digital commerce is quietly shifting from supporting business decisions to making them.
Over the last few months, we’ve seen multiple platforms move beyond dashboards and insights into what’s often referred to as agentic commerce , systems that can evaluate options, trigger actions, and optimize outcomes with minimal human input. The Logicbroker–PayPal integration is a good example of this shift. On up top, it looks like another integration announcement. In reality, it signals something bigger: AI agents are starting to sit between buyers and sellers, interpreting catalogs, inventory, pricing, and availability on their behalf. When that happens, the quality and structure of your data suddenly matter more than the polish of your storefront. That’s where AI visibility solutions comes to help you achieve the digital solution requirements needed at this point in time.
At the same time, vendors like Mirakl are investing heavily in positioning themselves around this next phase of B2B eCommerce. Their AI-generated global ad campaign isn’t just a marketing experiment , it’s a statement about where marketplaces are headed. Marketplaces are evolving into autonomous ecosystems, where onboarding, merchandising, pricing logic, and fulfillment decisions are increasingly automated. For mid-market companies considering marketplaces or multi-seller models, this raises an important question: how much of your operation still depends on manual work that won’t scale in an AI-driven environment?
Another clear signal is how quickly AI-powered optimization is becoming table stakes. Tools like Optimizely are using AI to continuously test navigation, calls to action, performance, and personalization. In B2B, where buying journeys involve multiple roles, approvals, and complex pricing, this kind of continuous learning is no longer a nice-to-have. Manual CRO cycles simply can’t keep up with buyer expectations that have been shaped by best-in-class consumer experiences.
We’re also seeing long-standing B2B pain points finally being addressed head-on. Apex Global’s digital chemical sourcing platform highlights how critical pricing transparency has become , even in highly regulated, complex industries. Buyers increasingly expect to see freight, duties, taxes, and fees reflected upfront. Once that level of clarity is available digitally, reverting to offline quotes and spreadsheets becomes a competitive disadvantage.
Beyond the storefront, some of the most important innovation is happening after the sale. John Deere’s scale with connected machines shows what’s possible when commerce is tied into real-world usage data. The real value isn’t just selling products , it’s building feedback loops that inform service, replenishment, upgrades, and long-term relationships. You don’t need millions of connected assets to benefit from this model, but you do need systems that can connect commerce with what happens in the field.
Finally, stories like Amazon using AI to reduce energy consumption in fulfillment centers are a reminder that the biggest impact of AI isn’t always visible to customers. In many cases, it shows up in operational efficiency, margin protection, and resilience. As we head into 2026, the companies that win won’t just use AI to drive revenue , they’ll use it to run leaner, smarter operations end to end.
Key updates from top B2B eCommerce platforms globally
Virto Commerce recently rolled out Packaged Business Capabilities (PBCs) — modular units for catalog, pricing, and checkout. These can be deployed independently and scaled without touching the core platform.
Virto provides Headless & API-First Architecture – Quickly create custom frontends that integrate smoothly with your existing systems.
Unified Omnichannel Management – Control your web, mobile, and marketplace sales from one centralized platform.
What Mid‑Market B2B Leaders Should Do Before 2026
Use December wisely. Here’s a simple checklist:
✅ Audit your current eCommerce platform for flexibility and API readiness
✅ Identify where AI could automate decisions (pricing, search, reordering)
✅ Map disconnected systems hurting customer experience (where they need to get on a call or write an email and not getting instant replies or quotes)
✅ Prioritize one high‑impact improvement for Q1 2026 like automated quoting
“Small moves now prevent expensive replatforming later.”
Book a 1-on-1 Strategy Session with our eCommerce Executive
Fixed-fee engagement $4,500, fully creditable toward a future implementation if you move forward.
You Get:
A clear, engineering-led assessment outlining risks, constraints, and improvement opportunities, with prioritized recommendations.
Thank you for being part of our journey this year.
We’ll be back in 2026 with deeper insights, real‑world success stories, and practical guidance for scaling B2B digital commerce.
Until then, happy holidays and a strong start to the new year.
Team Reveation Labs
