Digital commerce between businesses in the Nordics continues to evolve and now accounts for 31 percent of revenue among companies that sell digitally. As customer maturity and expectations increase, companies are intensifying their investments in digital commerce—investments that both drive growth and increase competition. At the same time, AI is highlighted as the most important driver of the future of digital commerce. This is shown in this year’s report Nordic Digital Commerce in B2B from Litium.
– This year’s report clearly shows that B2B companies no longer view digital sales as a side revenue stream, but as a central part of their business strategy. Customers expect digital buying experiences, budgets for digital commerce initiatives are increasing, and expectations for sales in the coming years are high, says Malin Bodolla, CMO at Litium and responsible for the report.
This year’s report is the tenth consecutive edition and is based on responses from 915 decision-makers in manufacturing, distribution, and wholesale across the Nordics. Among the key findings:
- 81 percent use digital channels in their sales
- 31 percent of revenue comes from digital commerce
- 93 percent see digital sales as part of their business strategy
- 42 percent experience customer expectations for digital purchasing as high or very high
- 58 percent expect increased budgets for digital commerce initiatives in the coming year
- 67 percent of companies that sell digitally expect continued growth
Digital as a complement, not a replacement
For most companies, digital sales continue to complement personal sales rather than replace them. The focus is on improving existing customer relationships by automating order and quotation flows, as well as parts of the supply chain. At the same time, ambitions are increasing to strengthen customer-specific online offerings through personalization—an area where AI is seen as a key component.
However, challenges remain clear. Customers expect seamless experiences where they can easily switch between digital channels and personal interaction. Success requires a deeper understanding of the customer journey and clear prioritization of where digital solutions create the most value.
– Personal sales will continue to play a central role in many B2B companies, but will increasingly be complemented by digital processes. It’s about making the right offerings more accessible, scalable, and easier to manage, while also understanding what truly creates value for the customer. Ultimately, this strengthens both customer relationships and internal efficiency, concludes Malin Bodolla.
About the report Nordic Digital Commerce in B2B 2026
This year’s report is the tenth edition and includes responses from 915 decision-makers, collected in January 2026. Decision-makers in B2B companies in Sweden, Norway, Denmark, and Finland were surveyed about their investments in digital commerce, providing a comprehensive view of the Nordic B2B digital landscape. The purpose is both to deepen Litium’s understanding of the market and to share knowledge and insights between companies. Investments in digital channels are not only crucial for addressing today’s business challenges but are also key for the future. The full report is available here: https://www.litium.se/b2b-rapport
