The future of B2B goes through digital transformation

A potentially larger market than B2C

In recent years, B2B has been undergoing a profound digital transformation. Companies are adopting platforms, services, and interaction models born in the B2C world — models that until recently were considered unsuitable for the complexity of business-to-business interactions. Yet today, it is the buyers themselves who demand them.

Digital B2B is today the fastest-growing segment, with a value in Italy of approximately 468 billion euros — well beyond that of B2C. (Digital B2B Observatory, 2023) A structural change that is redefining not only how companies create value, but also how they buy, sell, and collaborate.

What B2B buyers want today

The most profound shift in B2B does not stem from technology, but from behavior. According to McKinsey, more than two-thirds of B2B buyers today prefer digital or self-service channels over traditional interactions with the sales force. (McKinsey, 2020) A share that has grown exponentially in just a few years.

Expectations have aligned with B2C standards: buyers seek autonomy, immediate access to catalogs and pricing, personalized experiences based on contracts and purchase history, and speed in transactions.

The relationship does not disappear — but it changes its role. It is valued in high-impact moments, such as managing complex issues or critical negotiations, while everything that is informational, repetitive, or transactional is absorbed by digital channels.

It is this shift in behavior that is putting traditional B2B sales models under pressure, and making platforms and processes designed for a more linear world increasingly insufficient.

The challenges of digital B2B

The main challenges of B2B are not only technological — they are organizational and strategic.

Personalization has become non-negotiable: buyers no longer accept standard models. Dynamic price lists, tailor-made contractual terms, complex account structures, and deep integrations with enterprise systems are now expected. Security takes on a mission-critical role, as digital channels concentrate transactions, sensitive data, and key business processes.

Finally, competitive differentiation can no longer rest on a mere online presence. Having a digital platform is a prerequisite; the real advantage comes from the ability to integrate it into business processes and transform it into a lever for efficiency and growth.

A design-based approach as the only viable path

In a context where digital has become mission-critical and the complexity of B2B is constantly growing, platforms can no longer be confined to tactical solutions. A mature, design-driven approach is needed — one capable of starting from a company’s real processes and transforming them into scalable, integrated, and governable systems over time.

This is where Impresoft Univerce with Webformat makes the difference: over 20 years of experience creating enterprise digital projects — both B2C and B2B — on Adobe Commerce technology. Not a simple technology vendor, but a partner with deep sector expertise and a system-centric approach capable of transforming the digital platform from an operational tool into a strategic lever for competitiveness in B2B.