2026年B2B数字商务关键趋势与预测报告

What’s inside The state of B2B digital commerce....................................................................................................................................................6 1. Data: The fuel that makes AI (and all things digital) work ............................................................................................. 112. Brand: Trust, transparency & reputation in the AI era................................................................................................... 143. Unified commerce: The engine of your digital operations ........................................................................................164. Customer centricity: AI as an amplifier..................................................................................................................................185. People: Empowering teams for an AI-enabled future................................................................................................. 20A reimagined digital maturity model for AI-enabled B2B commerce...................................................................22 What’s next for B2B commerce: 8 Predictions for 2026..................................................................................................25Prediction 1: B2B purchasing is already changing with generative and agentic AI......................................25Prediction2:Scalability is being redefined to meet B2B complexity and AI traffic surges.....................27Prediction3:D2C growth and younger buyers accelerate B2C-style commerce.......................................28Prediction4: AI-powered payments orchestration will enhance the ease of doing business............... 30Prediction5: Assisted selling helps boost B2B sales with AI as an intelligent sidekick.............................. 31Prediction6: AI makes ERP integration smarter and more strategic......................................................................33Prediction7: B2B buyer loyalty shifts as zero-click commerce takes off.............................................................. 35Prediction8: AI drives the next wave of digital maturity with faster implementations................................37 The leading platform for B2B: commercetools...................................................................................................................... 40 About commercetools............................................................................................................................................................................... 42 Will AI widen the gap between B2Bleaders and laggards in 2026? Last year, we highlighted something you may have noticed yourself: The gap between B2Boutperformers and those lagging behind has widened considerably. And in 2026, that gap is Yes, you guessed it: The reason is agentic AI. And it’s not because it will arrive suddenly like athunderbolt. It won’t. It will creep in, step by step, quietly reshaping every corner of B2Bcommerce, from productivity hacks to customer experience. Eventually, you won’t be able to The next inflection point for B2B commerce is AI. It’s the future, plain and simple. And for B2Borganizations concerned about what it means and how to grab this opportunity, remember this: Just a few years back, most B2B companies weren’t even digital. Now, look at how digitalcommerce has flourished across manufacturers, distributors and wholesalers. According toGartner, 75% of B2B organizations will complete their highest revenue deals via digital channels So, what’s the next step for B2B organizations that want to take advantage of AI-drivencommerce? Build AI readiness — a foundation that’s important not only for enabling the agentic In the fourth edition of our white paper, we go far beyond listing trends and predictions — weshare the strategic context you need to understand how agentic AI, shifting buyer expectations Inside, you’ll find: A clear picture of where the market stands today.The five foundational capabilities every business must strengthen to compete in an AI-driven This is more than a forecast; it’s a roadmap to help you make the right decisions for the future of Here’s how to turn AI into a business advantage for B2B in 2026! Nils MedinaStaff Product Managercommercetools Julia RabkinSenior B2B Product Expertcommercetools Before you get started:A brief note on AI Artificial Intelligence is no longer a single technology. It’s an ecosystem. Under the broader AI umbrella sit familiar concepts like machine learning (ML) and deeplearning (DL), as well as newer capabilities such as generative AI and, increasingly,agentic AI.Each of these plays a distinct role: ML predicts, DL classifies, GenAI creates and agentic AI Agentic AI:AI that Acts Subset of AI techniquesthat help computers tolearn from data andimprove over time Subset of ML techniquesthat uses neural networkswith many layers (“deepnetworks”) to learncomplex patterns