Digital B2B sales is no longer about if – but how. In our report Nordic Digital Commerce in B2B 2025, it’s clear that digital channels play a crucial role in driving growth, strengthening customer relationships, and increasing operational efficiency. B2B expert Oscar Salomonsson, Head of E-commerce at our partner Toxic, shares his perspective in a recently published article. Here are some of his practical tips for building a profitable digital B2B business in 2025:
B2B digitalization is increasingly about relationships rather than transactions. Among the top reported benefits of digital sales are improved customer service, increased upselling to existing clients, and higher customer satisfaction. Invest in customer portals, smooth onboarding flows, and features like product configurators and smart filtering. These enhance self-service and reduce order errors – a clear path to profitability.
Only 26% of companies currently measure revenue from their digital channels. There’s huge potential for improvement. Start by setting relevant KPIs across the entire customer journey – from traffic to loyalty – and use tools like Litium Insights, Looker Studio (GA4), and Hotjar to visualize and analyze user behavior.
One of the biggest barriers to digital transformation is internal resistance – especially within traditional sales organizations. Show how digital sales actually saves time, generates leads, and strengthens the sales process. For example, customer portals can reduce the need for order admin while increasing sales without adding staff – a win for both leadership and sales teams.
B2B requirements demand a platform that can handle complex flows, customer-specific pricing, and integrations with business systems. A solution like Litium offers exactly that – and when paired with tools like EntityFlow (integration) and Briqpay (B2B payments), you can build a flexible, scalable, and efficient setup.
24% already use AI to streamline sales, marketing, and customer service – and another 32% plan to implement it. Start simple: product recommendations, AI-generated content, and automated support can bring quick wins. Tools like EnlinkAI and Litium’s AI add-ons help you get started.
A profitable digital B2B business in 2025 is built on:
• Customer focus
• Internal alignment
• Data-driven decisions
• Technical simplicity
• Smart reuse of sales resources
Want to learn more about succeeding with B2B e-commerce? Check out Toxic’s valuable guide with practical tips and examples of the tools and integrations needed to thrive in modern B2B commerce.
👉 Click HERE for the full post on Toxics website (in swedish)
Here you can download the report: Nordic Digital Commerce in B2B 20025