Digital B2B is already central
For many B2B companies, the digital channel is no longer an experimental project alongside traditional sales: it is a central sales channel, often the top revenue generator. In Italy, B2B Digital Commerce reached €278 billion in 2024, up 5% on 2023, yet it still accounts for only 22% of total B2B transactions — a lower share than Germany, France and the United Kingdom (B2b Digital Commerce & Experience Observatory, Politecnico di Milano, 2025). The room for growth remains wide, and more than two-thirds of buyers now prefer digital or self-service channels to the traditional relationship with a sales rep (McKinsey, 2020).
Companies that don't yet have a digital B2B channel aren't necessarily behind: the remaining 78% of transactions between businesses still take place by email, phone or direct sales — a figure that shows just how much ground there is still to cover (B2b Digital Commerce & Experience Observatory, Politecnico di Milano, 2025). The risk, however, grows over time: as competitors digitize price lists, orders and reorders, those who stay out lose visibility with new buyers and keep relying on processes that don't scale with the business. Starting today means building a project designed around the company's real processes.
There's a common thread here, for those who already have a B2B eCommerce and those who still need to build one: the B2B buyer is, first and foremost, a person. The same expectations built up as a consumer — independent research, real-time product availability, personalized pricing, reordering in a few clicks, order tracking — are carried into the professional context, where purchasing decisions are more frequent, more complex, and involve more people. Anyone buying for their own company wants to be able to act independently whenever they need to, without waiting for a quote or a phone call.
For this reason, in both cases, the question has changed: no longer whether to have it, but how quickly it can grow alongside the business. The real challenge lies in the platform's ability to keep up with that evolution, not just manage the present.
The real challenge: keeping pace with growth
In any case, the challenge doesn't end at platform launch. In fact, it's often right after go-live that the toughest questions begin. A B2B eCommerce grows together with the business: new products, new markets, new integrations with ERP, CRM and order management systems, increasingly complex account structures.
A company selling in multiple countries, or through multiple brands, soon finds itself managing processes that change from one market to another: differentiated price lists, different currencies and languages, local tax rules, commercial terms negotiated customer by customer, catalogues that never quite match up. On top of this comes the organizational complexity of the B2B customer: purchasing hierarchies, department budgets, roles with different permissions, order approval workflows. Then there's also the management of agents, both direct and indirect.
Many platforms today struggle to sustain this growth. The warning signs are recurring: rigid integrations that require custom development with every change, multi-country management fragmented across separate installations that are hard to keep aligned, technical debt that builds up and slows down every new project. The result is a paradox: right when the business accelerates, technology becomes the brake.
For B2B, then, the real challenge isn't building a platform, but supporting its growth: market after market, integration after integration, without ever stopping the business.
Adobe Commerce: technology that fits the business
In B2B, no two customers are alike. Every buyer has their own negotiated price list, their own catalogue of enabled products, their own payment terms, their own minimum order volumes, their own approval workflows, their own credit line, and so on. The technological challenge, then, is not to offer a fast experience, but a tailored one: showing each customer exactly what they're entitled to, on the terms agreed with them — not an inch more or less.
Adobe Commerce was built precisely to handle this level of specificity. Its modular architecture and ease of integration with ERP, CRM and PIM systems make it possible to build deeply personalized experiences: prices, price lists and discounts differentiated by individual customer or group, dedicated catalogues and assortments, different content and storefronts by brand, market or segment, roles and permissions that mirror the buyer's real organization. Every buyer and every agent can see a version of the store designed specifically for them, rather than a one-size-fits-all product page.
This is where the platform makes the difference. Thanks to its direct link with company systems, pricing, availability and terms data never need to be recreated or maintained manually: they're always aligned with the source. This makes it possible to go deep into personalization — down to the individual customer, the individual contract, the individual product-and-market combination — without turning every exception into a development project. Granularity becomes manageable, and B2B complexity stops being an obstacle and becomes a competitive advantage.
In other words, Adobe Commerce doesn't just serve to sell online — it digitally replicates the kind of commercial relationship that, in B2B, has always been built on negotiated terms and dedicated attention — at scale, and for every customer.
Webformat: complexity becomes efficiency
Technology, however, is only part of the equation. The real difference is made by whoever puts it to work for the company's actual processes.
Webformat, part of the Impresoft Univerce ecosystem, has spent over twenty years building B2B eCommerce ecosystems on Adobe Commerce technology, with a system-centric approach that starts from the company's real processes rather than from the tools. The starting point isn't the platform, but the way the company sells, manages customers, fulfills orders and communicates with its internal systems.
This experience translates into a dual competence: building B2B eCommerce platforms from scratch, designed around each client's specific processes, while also taking over, maintaining and scaling existing platforms, with 24/7 support, dedicated SLAs and continuous evolutionary maintenance. It's a distinction that matters more in B2B than elsewhere: complexity grows over time, and continuity of management is worth as much as quality of construction. A platform doesn't end at launch — it matures with the business.
Webformat also brings the expertise built up over years of B2B projects across very different sectors — from manufacturing to large-scale retail, from pharmaceuticals to fashion — to support companies in mapping their existing B2B processes and redesigning them for optimization.
And this is where complexity becomes efficiency. When the team that built the ecosystem is also the one growing it every day, every new market, every new brand, every new integration becomes a planned step rather than an emergency to manage. Not just a technology vendor, but a partner with deep industry expertise, supporting the business every step of the way.
