US B2B Ecommerce Forecast 2024

Ecommerce Site Sales Are Gaining Momentum in B2B

Report by Kelsey Voss  | Feb 19, 2025
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Table of Contents
Executive Summary
B2B ecommerce site sales will gain ground over the next four years
EMARKETER Interviews
Sources
Media Gallery
About This Report
B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.
Topics
B2B
B2B Sales
United States
Table of Contents
Executive Summary
B2B ecommerce site sales will gain ground over the next four years
EMARKETER Interviews
Sources
Media Gallery

B2B ecommerce site sales are expected to have slower, but strong, annual growth and take a larger share of the market. This is driven by trends in buyer behavior, the benefits of AI, and the convenience of third-party marketplaces. Amazon Business continues to lead, but Shopify and BigCommerce are growing with new tailored offerings for B2B companies.

Key Question: What factors are affecting growth trends in US B2B ecommerce site sales?

Ecommerce Sites Will Take a Larger Share of the US B2B Electronic Sales Market (trillions in US B2B ecommerce site sales, % change, and % of B2B electronic sales, 2024-2028)
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Key Stat: B2B ecommerce site sales in the US will be 27.5% of all B2B electronic sales by 2028, per our forecast.

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    Table of Contents

    1. Executive Summary
    2. B2B ecommerce site sales will gain ground over the next four years
    1. EMARKETER Interviews
    2. Sources
    1. Media Gallery

    Charts in This Report

    Ecommerce Sites Will Take a Larger Share of the US B2B Electronic Sales Market (trillions in US B2B ecommerce site sales, % change, and % of B2B electronic sales, 2024-2028)US B2B Ecommerce Site Sales, 2024-2028 (trillions and % change)
    Few B2B Decision-Makers Have Optimized Their Ecommerce Platform Data (% of B2B decision-makers worldwide, Jan 2024)Benefits of B2B Ecommerce/Self-Services for Their Business According to B2B Companies in Europe and the US, March 2024 (% of respondents)
    US Amazon Business Product Sales, 2022-2026 (billions and % change)

    Interviewed for This Report

    Ken Yanhs
    Zoovu
    CMO
    Interviewed August 1, 2024

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    authors

    Kelsey Voss

    Contributors

    Nicolas Crespo
    Vladimir de Leon
    Chart Editor
    Madan Kumar
    Copy Editor
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Paul Verna
    VP, Content