B2B Product Businesses Shift Gears Amid Digital Disruption

In the evolving landscape of business-to-business commerce, product-driven companies are racing to adapt as buyer expectations continue changing at lightning speed. Recent industry data show that elements like self-service portals, AI-powered pricing and quoting engines, and seamless digital experiences are no longer “nice to have” but essential. One key insight is that B2B buyers now expect the same ease of use they get as consumers—catalogue browsing, real-time inventory visibility, and flexible payment terms—all built into the B2B purchase journey. Analytics also point to an acceleration in digital revenue share, with manufacturers and wholesalers increasingly shifting from face-to-face, relationship-based sales to platform-driven models. These changes are forcing traditional product businesses to rethink their go-to-market strategies: investing in product information management (PIM), headless commerce platforms, modular quoting systems, and embedded analytics. Companies that lean into this transformation are poised to gain a competitive advantage; those that cling to legacy models risk being deprioritized by modern buyers.