Business-to-business commerce has always played a central role in the global economy. For decades, it has powered supply chains, connected industries with distributors, and moved entire markets. What has changed radically is the way these relationships take place, driven by technological and social transformations.
In the past, interactions relied exclusively on in-person visits and printed catalogs. Today, digital journeys have reshaped the way companies buy and sell. This evolution goes beyond tools, it involves processes, expectations, and new relationship standards that are shaping the future of B2B.
This is where the so-called third era of B2B Commerce emerges, a phase that combines digital intelligence, omnichannel capabilities, and buyer autonomy. Throughout this article, you’ll explore each stage of this revolution and discover how it can transform the way businesses compete in today’s market. Keep reading!
The First Era: Printed Catalogs and In-Person Sales
In the early days of B2B Commerce, business relationships were built entirely face-to-face. Sales representatives visited companies with physical catalogs in hand, manually recording each order. This process was labor-intensive and costly, as it depended on travel and the availability of each salesperson.
This first era was characterized by three key points:
- Low automation, as the entire process was manual.
- High cost of service, due to travel, time spent, and printed materials.
- Limited scale, since reach depended on each representative’s schedule.
The model had a major limitation: small accounts were often overlooked. For many businesses, it wasn’t worth investing in in-person visits for low-volume clients. This created a scenario of commercial exclusion, where only large buyers had continuous access to such services.
The Second Era: Early Digital Portals
With the rise of the internet, the first B2B portals began to appear, ushering in an initial stage of digitalization in business relationships.
These online platforms allowed buyers to browse digital catalogs and, in some cases, submit orders directly through the platform. This was a significant step forward in terms of scale, but it was still far from offering a smooth experience.
In practice, these portals faced several challenges. Integration with ERPs was minimal, making real-time tracking difficult. Interfaces were often unintuitive, resulting in a clunky and bureaucratic user experience.
Additionally, there was no room for personalization, preventing customers from receiving tailored services to meet their specific needs. The result was a transitional phase: while scale improved, the process still involved significant friction. Large corporations, for example, adopted standards such as PunchOut to connect their procurement systems directly to suppliers.
However, these solutions were accessible only to businesses with greater investment capacity, creating a barrier that kept small and mid-sized companies from benefiting from the same digital resources.
The Third Era: Smart and Omnichannel Digital Journeys
The current stage of B2B Commerce represents a complete transformation compared to the past. It’s no longer just about selling through digital channels but about creating integrated, intelligent, and seamless experiences.
This is the era where technology and human relationships work together, enabling companies to serve both large enterprises and small buyers efficiently and with personalization.
The Customer Experience in the Third Era
Today’s B2B buyer is no longer confined to a single point of contact. They can use personalized apps, access segmented pricing, save reorder lists, and approve orders instantly.
They also have the flexibility to move between different channels — web portals, mobile apps, WhatsApp, marketplaces, or remote sales support — without losing continuity in their journey.
In this process, AI-powered tools help remove friction and streamline interactions, while still offering human support whenever needed.
Data and Statistics on the Third Era
Statistics confirm the strength of this transformation. The global B2B e-commerce market is expected to reach between $36 trillion and $47.5 trillion by 2030, outpacing B2C growth.
A Global Market Insight study indicates that 70% of buyers prefer self-service journeys, but they also experience frustration when they don’t have access to consultative support. In Brazil, B2B has already surpassed $80 billion in revenue and is projected to reach $224 billion by 2030.
Real-World Examples
Several companies have already embraced this vision in practice:
- Samsung launched closed digital stores for small and mid-sized businesses, offering customized commercial policies.
- Grainger created tax-ID-specific microsites integrated with its ERP, enabling automatic and recurring orders.
- Natura reported a 24% increase in average order value and an 18% boost in revenue after improving its digital experience.
These examples show that the third era of B2B Commerce is not a future trend but an established reality that’s redefining how businesses buy and sell.
Practical Applications of the Third Era of B2B
The third era of B2B Commerce opens the door for different players in the value chain to find new ways to grow. Digitalization becomes a means to expand reach and efficiency, with each type of business playing a distinct role.
Manufacturers
Manufacturers can leverage digital platforms to create exclusive sales and support channels. This allows them to reach small and mid-sized companies without increasing field costs, while reserving their sales teams for high-impact negotiations.
Distributors
By digitizing their operations, distributors can cover regions that were previously economically unfeasible. Instead of expanding their teams, they now rely on integrated systems that automate orders and restocking.
Small and Medium-Sized Buyers
SMB buyers gain greater autonomy. Tasks such as restocking inventory, checking personalized prices, and maintaining a negotiation history — which once required phone calls or in-person visits — can now be completed anytime with just a few clicks.
Ultimately, the evolution of B2B Commerce reveals a clear shift: from printed catalogs to omnichannel platforms, moving from a limited model to one that is scalable and intelligent.
The most valuable lesson is that digitalization didn’t come to replace salespeople but to amplify their impact. The true strength of the third era lies in leveraging technology to scale the human element, creating experiences that combine convenience and connection.
Did you enjoy these insights? Get in touch to discover how to transform B2B campaigns into strategies that guide the entire customer journey and drive consistent results.
Written by:
Iago Rodrigues, Account Director and Sales Executive
at Corebiz
