While retail braces for a bumpy year, the industry is also finding a stronger footing. Brands are hitting the “reset” button and driving innovation and profitability in core areas like wholesale, supply chain, and e-commerce. Our new, exclusive report, the 2025 State of B2B eCommerce: Why stability is the new growth, uncovers how brands are redefining their growth strategies by prioritizing stability, efficiency, and deeper customer relationships.
Wholesale as a Profit Center, Not Just a Growth Strategy
For years, wholesale has been a gateway to new markets, but today, brands are leveraging it as a core profitability driver. Instead of relying heavily on DTC or broad marketplace strategies, businesses are doubling down on wholesale to ensure predictable revenue and improved cost efficiency. Rather than relying on a single sales channel, brands are strategically balancing and harmonizing their omnichannel approach to build resilience and long-term stability. This reflects a smarter path to B2B growth: 57% of brands are investing in strategic retail relationships, while just 34% are entering new markets.
“Rather than chasing broad distribution, brands are prioritizing quality over quantity. They’re choosing retail partners who offer long-term, sustainable growth and align with their brand values,” said Chris Akrimi, GM at NuORDER.
Maximizing Efficiency Through Digital Tools
Even as brands recognize the value of B2B e-commerce platforms, many still underutilize the technology available to them. For example, 67% of brands recognize the importance of B2B e-commerce, but only 25% have fully integrated these platforms with their ERP systems, which is a key lever for driving cost and time savings. From interactive product catalogs to AI-driven forecasting, automation is becoming a critical factor in streamlining operations and reducing inefficiencies. Companies that embrace digital transformation fully – integrating tools for seamless inventory management, product data standardization, order processing, and analytics – see stronger profit margins.
Navigating Supply Chain Complexities
Supply chain disruptions continue to challenge brands, forcing them to rethink their approach to sourcing, production, and fulfillment. Leading businesses are mitigating risk by diversifying suppliers, strengthening inventory forecasting, and leveraging B2B platforms to gain better visibility into their supply networks. By taking a proactive approach to supply chain management, brands are not just reacting to disruptions – they’re finding predictability and building long-term resilience.
The Future of B2B: A balanced approach
Rather than chasing rapid digital expansion or one-size-fits-all solutions, brands are taking a more balanced approach – investing in wholesale, fine-tuning their hybrid e-commerce strategies, and strengthening operational control. Whether engaging B2B buyers or reaching consumers directly, they’re focused on telling their brand story with intention – not through mass marketing, but through strategic, relationship-driven efforts that foster loyalty. The brands that thrive in 2025 and beyond will be those that focus on sustainable growth, efficient operations, meaningful partnerships, and pricing models that drive stability. Already, 52% of leading brands use contract-based pricing to stay in control.
Invest 15 minutes in reading our full report to save months of strategy development and potentially millions in misallocated resources.
