The 2024 State of B2B eCommerce Report shows digital has fully arrived in B2B, shifting focus from adoption to profitability and ROI. Executives are investing in core platforms, OMS, and omnichannel tools, with 64% needing to prove ROI faster than three years ago. Customer retention is prioritized, with 63% reporting more orders from existing clients. Buyers expect frictionless, Amazon-like experiences, valuing ease of use, transparency, ratings, and prices. While 41% prefer self-research, 46% still want sales interaction. Generative AI is reshaping site search, with 86% likely to use ChatGPT-like tools for product discovery.

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