How digital transformation is shaping the future of B2B ecommerce

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Digital transformation (DX) is not a future concept—it is already changing the way B2B eCommerce works. 

From artificial intelligence (AI) to API-first platforms, digital technology is pushing eCommerce beyond simply selling products online. Leading brands are moving beyond transactional websites to build adaptable digital ecosystems.

This shift is being driven by one clear factor: evolving customer expectations. Modern shoppers expect fast, seamless, and personalized buying experiences across devices and channels. And when those expectations are not met, they notice. In fact, 76% of consumers get frustrated when shopping experiences are not tailored to them.

Without a digital transformation strategy, your customer satisfaction, brand reputation, and bottom line can suffer. 

In this guide, we explore how digital leaders in eCommerce are using digital transformation to stay ahead—and how you can do the same.

Key takeaways 

• Digital transformation in eCommerce goes beyond launching a website—it is a full-system overhaul of operations, customer experience, and culture.
• Customers expect fast, seamless, omnichannel shopping experiences—driven by real-time data, mobile-first design, and AI-powered personalization.
• Digital transformation initiatives boost operational efficiency, from smart inventory and automated workflows to frictionless checkout and AI customer service.
• The future of eCommerce is adaptive, autonomous, and sustainable, with GenAI, digital twins, and cross-platform ecosystems leading the charge.

What is digital transformation in B2B eCommerce?

Digital transformation in eCommerce refers to adopting digital technologies to enhance the customer experience and automate routine tasks. It is no longer just about launching an online store—digital transformation now often requires rethinking systems, customer interactions, and even company culture.

To stay competitive, eCommerce brands are adopting flexible, responsive, and customer-focused technologies. Key capabilities include:

• Composable architecture: Swap out tools easily by choosing best-in-class components over rigid, all-in-one systems.
• Automation workflows: Streamline inventory management, order processing, and customer communications—all while preventing human error. 
• API integrations: Ensure smooth data flow between systems such as customer relationship management (CRM), inventory data, marketing, and fulfillment solutions. 
• Artificial intelligence (AI) and machine learning (ML): Deliver personalized experiences, dynamic pricing, inventory forecasting, and smarter customer service.
• Real-time analytics: Get instant insights into customer behavior, campaign performance, and operational metrics. 
• Headless infrastructure: Separate frontend presentation from backend operations to deliver a consistent brand experience across all digital channels.

Key drivers behind the B2B eCommerce digital transformation shift 

The shift to digital in eCommerce is fueled by three major trends:  

Changing consumer expectations

B2B buyers now expect the same fast, personalized, seamless experience they get when shopping with B2C giants like Amazon. That means mobile-first design, consistent omnichannel journeys, and frictionless purchasing—whether it starts on social media, continues on desktop, or ends in-store.

Technological innovation

Digital tools are more accessible—from both a price and user-friendliness standpoint—than ever. Cloud-native platforms, API-first architecture, composable commerce, and more have made it easier and cheaper for companies of all sizes to modernize their B2B operations.

Even smaller merchants can access enterprise-grade capabilities, without big upfront costs, through subscription models.

Post-COVID acceleration

Since the pandemic, going digital has become a strategic advantage. (In fact, according to a Statista survey, 70% of eCommerce businesses cited the pandemic as the catalyst for their digital transformation efforts.) 

Many companies have realized that online shopping is about more than just convenience. Customers want a better, lower-pressure experience. That means having time to explore and assess products, access to smart tools like chatbots, personalized recommendations, and fast customer service. 

The impact of digital transformation across the eCommerce stack 

B2B eCommerce has many moving parts, and not everything can be digitized at once. So, where are businesses focusing first?

Here are four key areas:

Product discovery and personalization

Online shoppers want to find what they need—fast. Major players like Amazon know this and are harnessing big data and machine learning to make personalized product suggestions based on previous purchases, search history, and other customer data. 

But this “recommended for you” function is just one of the many ways businesses are creating more personalized shopping experiences. Companies are also implementing dynamic landing pages and continuous shopping experiences, where online stores recognize returning visitors so buyers can pick up where they left off—keeping carts intact and sessions seamless. 

Product comparisons are another top feature, helping buyers visualize differences between options. Tools like DJUST even let businesses build custom customer portals that make each buyer feel like a VIP.

Operations and order management

New technologies are helping B2B brands improve how they manage orders and operations—reducing time, securing cost savings, and improving accuracy.

Key tools include:

• Automated workflows: Streamline repetitive tasks like sending invoices, shipping updates, and order confirmations to save time and avoid errors.
• Smart inventory systems: Use real-time data to manage stock levels, predict demand, and prevent stockouts.
• Digitized backends: Connect systems such as CRM, enterprise resource planning (ERP), and supply chain platforms to keep data in sync, so stock levels and order status update instantly for customers.

Payments and checkout

Paying online is becoming easier, faster, and more secure thanks to several digital innovations: 

• Open banking (also known as Pay by Bank): Enables buyers to connect their bank accounts to an eCommerce platform and make secure payments through APIs. It leads to smoother checkout experiences for customers, which boosts conversions. 
• Flexible terms: Options like custom payment plans, subscriptions, and buy now, pay later give customers more control.
• Omnichannel payments: Ensure customers can make purchases across different channels, switching between mobile devices, online platforms, and in-person without losing their transaction history.

Customer service and retention

There are three main technologies eCommerce brands are using to improve customer service and keep buyers coming back:

• Intelligent chatbots: AI-powered chatbots can answer questions and suggest products, using natural language understanding (NLU) to deliver emotionally intelligent B2B customer interactions. 
• Self-service portals: Let customers find answers on their own with tools like product catalogs, search bars, FAQs, and tutorials.
• AI-powered support: Spot patterns in customer behavior and help you identify ways to enhance the buying experience. 

💡 Pro tip: Post-purchase service is key to loyalty. Email follow-ups and rewards programs—powered by marketing automation—keep customers engaged and more likely to return.

Data and analytics

Gut feelings and guesswork will not cut it in B2B eCommerce. Forward-thinking businesses are using data to better understand customers and make smarter decisions.

These brands use real-time insights to drive campaigns, logistics, and personalization across their sales channels. And with predictive analytics, businesses can use past data to forecast demand, adjust pricing, manage stock, and refine their strategy.

💡 Pro tip: To unlock this power, you need to connect your ERP system with your other data sources. That can be tricky, but platforms like DJUST help automate this process so you always have the data you need to move forward with confidence.

How two eCommerce brands have embraced digital transformation

Below are two real-world examples of how companies are modernizing eCommerce.

Walmart creates an entire division focused on facilitating digital transformation

In 2010, Walmart began what would become an aggressive, ongoing charge toward digital transformation and online eCommerce. 

That year, the company consolidated its various eCommerce initiatives into the Global eCommerce Division, located in Silicon Valley. The division was tasked with creating a global eCommerce strategy, boosting online sales, and developing apps for their customers. 

In the following decade, Walmart did the following:

• Created an idea incubator known as Walmart Labs, devoted to building products that enhance online and in-store shopping experiences for customers. 
• Built an app that allows customers to scan barcodes in-store and find information about the product. 
• Launched the Savings Catcher app, which allows customers to scan receipts and view the prices of competing stores (if lower, customers get a gift card for the difference). 
• Offered buy online, pick up in-store (BOPIS) service during the COVID-19 pandemic, enabling customers to stay in their cars while employees bring out their product.  

Walmart’s big investment in digital transformation projects paid off—it is now the second-largest online retailer. 

And the company is still innovating and reshaping its business model. In 2025, Walmart has been integrating artificial intelligence throughout its eCommerce strategy—for everything from personalized shopping experiences to supply chain management, pricing strategy, and inventory. Walmart even uses AI robots in its warehouses to automate packaging and other tasks formerly performed by humans. 

The lesson? Keep leaning into technological change. Walmart has been around since 1962, and it is still relevant today, thanks in part to its focus on embracing digital technologies to improve customer experiences and automate backend processes. 

Adore Me digitizes its ordering systems to enter the wholesale market 

Adore Me is a lingerie eCommerce brand that was focused primarily on D2C. Recently, the company decided to move into wholesale to seize a strategic opportunity. 

However, Adore Me realized it needed to tackle a few hurdles before jumping into wholesale. Specifically, it had to find ways to work more smoothly with its new business partners, update its outdated ordering systems, and ensure the experience would be fast and user-friendly for everyone. 

As Romain Liot, CEO of Adore Me, explains, the brand saw opportunity—but also obstacles: “We’ve seen clear demand for our products in wholesale, but we needed to overcome operational challenges to meet that demand efficiently.”

To tackle these obstacles, Adore Me teamed with DJUST for its B2B eCommerce needs. With DJUST’s flexible, modular system, Adore Me was able to handle different selling scenarios with plenty of customization options and easily distribute their products through different channels. Plus, the platform is built to handle growth, giving them a strong foundation for their international expansion. 

Adore Me’s shift to B2B highlights the importance of flexible, modular systems when scaling across sales channels. 

Challenges to watch out for

B2B eCommerce brands can face a handful of common challenges when implementing new technologies:

Data fragmentation and integration complexity

ECommerce automations and analytics projects require connected data sources. Data siloes are a big no-no, but integrations can be tricky. That is why B2B brands are using unified eCommerce platforms like DJUST to simplify integrations. 

Over-automation and lack of human touch

While auto-personalization across sales channels is great for customer experience, buyers still desire a human touch. They are typically more loyal to brands where they know a salesperson. So, find touchpoints where your representatives can get involved and form relationships.  

Cybersecurity

Increased data reliance and digital connectivity are necessary side effects of digital transformation. Unfortunately, they open up your business to cybersecurity threats like data breaches and fraud. Use an eCommerce platform that takes security extremely seriously. 

Compliance and data privacy

Regulations like the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA) govern how businesses and other entities can collect and use personal data. Failure to comply could lead to steep fines and legal penalties. So, when using customer data for analytics or targeting, make sure you do it by the books. 

Change management

People often resist new technologies because they imply change—new routines, new skills, new peer-to-peer dynamics, etc. When rolling out new systems, create a solid change management process that details communication strategies, training plans, engagement with business leaders, timelines, feedback mechanisms, and support structures. 

This way, you can ensure a smooth, confident rollout and encourage users to adopt the new tech.

Skill gaps

Digital transformation requires investing in new tools. However, to manage these technologies, users might require technical skills like data analysis or automation setup. If they lack these skills, you will need to enroll them in courses or provide in-house training.  

What the future holds for digitally transformed eCommerce

Your digital transformation journey is not a one-time thing. It continues as technologies emerge, evolve, or become obsolete. That is why it is essential to watch for new trends and regularly update your eCommerce infrastructure. 

Key trends to watch include:

• Generative AI, which is reshaping user experiences, creating dynamic product catalogs, and enabling smarter, conversational customer support.
• Digital twin technologies, which are virtual models of physical operations (such as warehouses or supply chains) that enable businesses to simulate real-world scenarios before making changes.
• Real-time, adaptive, and autonomous commerce, which will power seamless data flow between platforms, enable personalized shopping experiences, improve agility, and boost customer satisfaction.

If you are worried you are behind the curve, do not be. You are still at the start of this transformation, but that does not mean you should wait. Businesses that invest early in flexible, scalable eCommerce foundations will win the next five years. 

To learn more about digital transformation, check out these articles on the DJUST blog:

• The rise of autonomous B2B marketplaces
• The role of open banking in the future of B2B payments
• AI in supply chain and logistics integration  

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