The 2024 eCommerce Predictions report highlights six major trends shaping B2B. Generative AI is both hyped and impactful, helping with daily tasks but facing organizational rollout challenges, with true transformation expected in 2025. The Chief Digital Officer role is fading, replaced by Chief Data Officers focused on governance and value creation. Amazon Business is projected to capture more midmarket share, leveraging procurement dominance. Platforms will shift from “headless” to hybrid composable models. ROI measurement will move from incremental gains to existential survival. Finally, digital talent shortages will persist, requiring upskilling, training, and adaptation despite AI tools.

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