The focus of digital commerce in B2B is shifting, from internal efficiency and automation to enhanced customer relationships through higher service levels, increased sales to existing customers, and improved customer satisfaction. The new report reveals that Nordic B2B companies are now facing an increasingly digitally mature customer base that expects more from their suppliers, says Malin Bodolla, CMO at Litium and responsible for the report.
This year’s B2B report is based on responses from 920 decision-makers in Nordic B2B companies in manufacturing, distribution, and retail. The report shows that 83 percent of B2B companies use digital channels to conduct business—from digital product catalogs to e-commerce sites and customer portals. Just over one in four transactions—28 percent—comes via digital channels, and there is a strong drive to grow digital business. A significant majority, 69 percent, of Nordic B2B companies that sell digitally also expect growth going forward, and this is reflected in their priorities.
– Internal efficiency and automation are still important drivers, but for B2B companies already selling digitally, the top priority now is to improve customer service and increase revenue from existing customers, says Malin Bodolla. At the same time, the report shows that Nordic B2B companies still have a way to go in offering customers an optimal experience that combines personal service with self-service options.
The report also highlights how the use of Artificial Intelligence (AI) is creating new opportunities in digital B2B commerce. Just over one in five companies—21 percent—use AI today to strengthen their digital operations, compared to 15 percent last year. And 32 percent are planning to implement it (compared to 21 percent last year). The greatest potential is seen in marketing and improved data analytics.
– While the report shows that B2B companies recognize the importance of measuring and optimizing their digital investments and also track specific digital KPIs, few are measuring the full impact of digital sales throughout the entire customer journey. This presents a big opportunity for B2B companies to learn from B2C by refining their analytics and turning their sales and marketing organization into a true revenue engine, concludes Malin Bodolla.
About the report Nordic Digital Commerce in B2B 2025:
This year’s edition is the ninth and includes insights from 920 decision-makers, conducted in January 2025. B2B leaders in Sweden, Norway, Denmark, and Finland were surveyed about their digital commerce initiatives, providing a comprehensive view of the digital B2B landscape. The aim is both to deepen Litium’s understanding of the market and to share insights and knowledge between companies. Investment in digital channels is not only crucial for handling today’s business challenges but also vital for the future.
Read the full report here: https://www.litium.com/b2b-report