The Future of B2B eCommerce & Wholesale: 7 Trends You Need to Know in 2025
Discover the 7 key trends shaping the future of B2B eCommerce and wholesale in 2025, from AI tools to mobile optimization and sustainability. Learn how platforms like Turis help businesses stay ahead and drive growth.
The B2B eCommerce and wholesale world is changing fast. In 2025, the European B2B eCommerce market is projected to reach €1.8 trillion, and wholesale businesses are at the center of this transformation. The shift toward digital-first strategies is reshaping how businesses interact, transact, and build relationships.
Companies that embrace innovation and adapt to evolving buyer expectations will not only survive but thrive, positioning themselves for long-term success.
Here are 7 trends that will shape the future of B2B eCommerce and wholesale—and how platforms like Turis are already helping businesses get ahead.
Table of Contents
- 1. AI-powered tools are revolutionizing wholesale operations
- 2. Personalization will define wholesale success
- 3. Mobile first B2B eCommerce platforms will dominate wholesale buying
- 4. Subscription models are reshaping wholesale relationships
- 5. Self-service B2B eCommerce platforms are the new standard
- 6. Data-driven insights will guide wholesale growth
- 7. Sustainability is a key competitive advantage
1. AI-powered tools are revolutionizing wholesale operations
Artificial Intelligence (AI) is streamlining how wholesalers and B2B brands operate. From automating repetitive tasks to providing real-time insights, AI is helping businesses make smarter decisions and work more efficiently.
How Turis does it:
With Tippy AI, Turis offers a virtual assistant that:
- Analyzes wholesale bulk order trends.
- Highlights top performing wholesale products and suggests complementary items to increase order value.
- Identifies your most valuable customers and provides insights to strengthen relationships.
Example:
Imagine a food wholesaler using Tippy AI to spot a growing demand for plant-based products and adjust their inventory accordingly.
By 2025, 75% of B2B companies in Europe will adopt AI tools to boost efficiency.
2. Personalization will define wholesale success
B2B buyers—and wholesale partners—now expect a tailored experience, whether it’s personalized pricing, exclusive offers, or curated product recommendations.
How Turis does it:
- Set custom pricing tiers for different wholesale accounts.
- Provide personalized product catalogs to specific retailers or industries.
- Use Tippy AI to suggest targeted promotions or discounts based on past orders.
Example:
A wholesale beauty brand could offer loyalty based discounts to retailers who consistently place high-volume orders.
80% of B2B buyers say they are more likely to choose brands that personalize their experience.
3. Mobile first B2B eCommerce platforms will dominate wholesale buying
Wholesale buyers are increasingly using mobile devices to manage orders on the go. Whether they’re restocking inventory or tracking deliveries, mobile-friendly platforms are now essential.
How Turis does it:
Turis is fully mobile-optimized, enabling wholesalers and their customers to:
- Browse product catalogs with ease.
- Place bulk orders directly from their phones.
- Track shipments and reorder products effortlessly.
Example:
A cafe owner can use their mobile device to reorder bulk coffee beans from a supplier while reviewing stock levels in their store.
By 2025, mobile B2B sales will account for 50% of all transactions in Europe.
4. Subscription models are reshaping wholesale relationships
Subscription-based ordering simplifies the buying process and ensures predictable, recurring revenue for wholesalers.
How Turis does it:
Turis natively supports subscription features, allowing wholesalers to:
- Offer recurring bulk orders for essential supplies (weekly, monthly, or custom timelines).
- Let customers adjust, pause, or activate subscriptions through the platform.
- Use Tippy AI to monitor subscription trends and upsell complementary products.
Example:
A cleaning supply wholesaler can offer recurring deliveries of disinfectants and paper towels, helping their customers maintain steady inventory levels.
Subscription-based models in B2B are growing by 18% annually across Europe.
5. Self-service B2B eCommerce platforms are the new standard
Wholesale buyers want control and convenience. They expect platforms that allow them to place orders, check inventory, and manage accounts 24/7—without waiting for a sales rep.
How Turis does it:
- Turis provides an intuitive self-service B2B webshop for wholesale customers.
- Buyers can log in, view personalized pricing, and place bulk orders whenever they need to.
- Tippy AI analyzes buyer behavior to help you anticipate needs and improve the shopping experience.
Example:
A clothing wholesaler allows boutique owners to view seasonal collections, place orders, and track shipments at their own pace, day or night.
86% of B2B buyers prefer using self-service tools for reordering.
6. Data-driven insights will guide wholesale growth
Data is becoming one of the most powerful tools for wholesalers. From understanding buyer behavior to identifying top-selling products, data-driven decisions can unlock growth opportunities.
How Turis Does It:
- Built-in analytics on Turis provide insights into sales performance, seasonal trends, and inventory levels.
- Tippy AI identifies customer preferences and highlights opportunities for cross-selling or expanding product lines.
Example:
A wholesale packaging supplier sees a rise in orders for sustainable materials through analytics. They use this insight to promote eco-friendly options more prominently.
Data-driven B2B businesses see 20% higher profits than those that don’t leverage analytics.
7. Sustainability is a key competitive advantage
European B2B buyers are prioritizing sustainability, and wholesalers are no exception. Offering eco-friendly products or improving sustainability practices is now a major differentiator.
How Turis Does It:
- Showcase eco-friendly products directly in your wholesale catalog.
- Use Tippy AI to track sales trends and identify growing demand for sustainable options.
- Promote certifications, like recycled materials or carbon-neutral processes, on your webshop.
Example:
A packaging wholesaler highlights their biodegradable products as a key selling point, attracting retailers who value sustainability.
70% of B2B buyers in Europe are willing to pay more for sustainable products.
Final Thoughts
The future of B2B eCommerce and wholesale is digital, data-driven, and AI-powered. Trends like personalization, subscriptions, and mobile-first platforms are reshaping the way wholesale buyers interact with brands.
Tools like Turis and features like Tippy AI make it easier for wholesalers to:
- Streamline operations.
- Build stronger, lasting relationships with customers.
- Stay ahead of trends and grow their businesses with confidence.
If you’re ready to future-proof your wholesale business, start exploring these trends now. The right tools can help you adapt, thrive, and set yourself apart in 2025 and beyond.
