Lance Owide, general manager of B2B at ecommerce technology provider BigCommerce, advises how companies can deploy AI to enhance B2B operations, customer experience, and sales.

As AI continues to reshape the digital landscape, its impact on B2B ecommerce is profound. From optimizing operations to enhancing customer experience and driving growth, AI's evolving role presents both challenges and opportunities for B2B manufacturing and distributing decision-makers.

B2B ecommerce is experiencing unprecedented growth. According to Grandview Research, in 2023 the global B2B ecommerce market was valued at $18.7 trillion, with projections indicating it will reach $57.6 trillion by 2030. This rapid expansion is driven by the increasing adoption of digital channels across B2B sectors, as businesses recognize the efficiency and scalability that ecommerce offers.

As B2B ecommerce continues to grow, the integration of AI is becoming crucial. AI has the potential to act as a force multiplier for in-house teams, automating processes and providing data-driven insights that fuel strategic decision-making. To remain competitive in this evolving landscape, B2B organizations must invest in AI-driven solutions that optimize operations and enhance the buyer experience.

AI's impact on B2B ecommerce spans business strategy, buyer experience and operations, with each area benefiting from its automation and predictive capabilities. Below are three ways AI can make a business impact.

AI-driven systems have the potential to revolutionize how B2B organizations approach their business strategy. One of the most valuable applications of AI is its ability to harness data for predictive analytics. By collecting and analyzing product, customer and order data, AI can help B2B organizations make more informed decisions around dynamic pricing, demand forecasting and buyer behavior predictions.

For example, AI can forecast demand giving businesses the ability to adjust inventory and pricing, update budgets, reduce risk and even identify new opportunities. Additionally, it can analyze buyer behavior to provide insights into which products are likely to perform best in different markets. The result? B2B manufacturers and distributors can become more proactive and strategic in decision-making to secure competitive advantages and ensure long-term success.

In B2B ecommerce, providing a seamless and personalized buyer experience is essential for building long-term relationships. AI can enhance customer service through the use of chatbots and virtual assistants powered by large language models (LLMs). These tools provide 24/7 real-time assistance, answering customer queries and guiding purchases.

In addition to enhancing customer service, AI delivers tailored product recommendations based on user preferences and behavior, creating a more personalized experience. This level of customization not only increases the chance of repeat business but also strengthens brand loyalty by making the purchasing process more seamless and efficient than ever before.

For instance, if a retail or hospitality business partners with a wholesale distributor like Twin Liquors to stock their shelves with the 200 most popular liquor bottles in the U.S., AI can automatically generate a curated order. This saves time and ensures that the buyer gets the necessary products without the hassle of manual searching.

AI is transforming operational efficiency in B2B ecommerce, particularly in areas like supply chain management and sales optimization. Predictive analytics powered by AI can improve inventory management, ensuring that businesses maintain optimal stock levels while avoiding overstocking or understocking.

AI also plays a critical role in streamlining the quote-to-cash process and can offer an AI-integrated quote workflow that automates pricing configurations and speeds up the quoting process, allowing sales reps to focus on closing deals more efficiently.

Implementing AI in B2B ecommerce requires a thoughtful approach to integration, data management and scalability. To begin, businesses must ensure that AI solutions seamlessly integrate with their existing systems, such as ERP and CRM platforms. Starting with AI tools that align with the company's current digital infrastructure is essential to avoid unnecessary complexity.

Data management is another critical factor in AI implementation. AI's effectiveness relies heavily on the quality of the data it processes. Businesses must prioritize regular data audits and cleansing practices to ensure the accuracy and integrity of their data. Clean, reliable data enables AI to generate accurate insights and predictions, which in turn drives better decision-making.

Finally, B2B brands should choose AI platforms that offer scalability and customization. As the business grows, AI solutions must be able to adapt and scale accordingly, allowing for continued optimization of operations and customer experiences.

While AI offers significant benefits, businesses must also address potential challenges. AI can be likened to an eager intern that never tires, consistently producing work at high speed. However, this means that its outputs must be carefully reviewed for accuracy. It's essential for businesses to put safeguards in place to ensure that AI-generated recommendations and actions align with their goals.

Cost can be another hurdle. AI implementation can require substantial investment, particularly when scaling up. To manage costs effectively, B2B brands should start with pilot projects that allow them to test the effectiveness of AI tools before committing to full-scale adoption.

AI is transforming the B2B ecommerce landscape, offering B2B manufacturers and distributors new ways to optimize their digital operations, enhance buyer experiences and fuel business growth. As the market continues to expand, B2B organizations that invest in AI-driven solutions will be better positioned to stay competitive and future-proof their operations.

Now is the time for B2B organizations to explore AI's potential and integrate these powerful tools into their digital strategy.

Lance Owide is general manager of B2B for BigCommerce, an ecommerce technology platform provider.