Polish companies are embracing B2B e-commerce!

As many as 81% of micro, small, and medium-sized enterprises in Poland make corporate purchases online, and for 24% of them, e-commerce is already the primary procurement channel. These figures come from the “B2B Customer Journey 2025” report prepared by The Chamber of Digital Economy and Mobile Institute. Furthermore, next year, a significant 53% of surveyed companies plan to increase their spending in the e-commerce channel, with one in eight planning genuinely major investments.

Mass adoption and increasing expenditure in B2B e-commerce

Poland stands as one of the largest European markets for B2B procurement via the digital channel. A substantial 81% of micro, small, and medium-sized enterprises in the country execute their corporate purchases through e-commerce. In comparison, the corresponding rate for the European Union is 77%. The projected annual growth rate for the value of Polish B2B e-commerce sales in the coming years is forecasted to reach up to 15% and 13% – for the supply and demand sides, respectively.

These statistics, coupled with the fact that over half of Polish companies (53%) intend to increase their B2B digital spending, signify that businesses are seeking strategic value, rather than merely sporadic transactions, in e-commerce. E-commerce is perceived not as a fallback channel, but as a key component of a long-term purchasing strategy, enabling operational optimization and efficiency. For B2B e-commerce in Poland, we are no longer discussing the innovation phase, but the phase of mass adoption.

Supply gap: an opportunity for significant profit

Interestingly, only 20% of Polish companies conduct B2B sales via e-commerce. The situation is only marginally better across the EU, where this figure does not exceed 24% – a discrepancy also evident in other global regions. Asian countries fare best in this regard, with China leading, where 62% of companies already conduct B2B digital sales.

This significant disparity between strong, mature demand and the still-developing supply creates a unique opportunity for vendors. Companies that rapidly invest in advanced digital solutions to acquire and retain the loyalty of business clients will gain a competitive advantage. These clients, as the report shows, have already accepted e-commerce as the standard procurement channel, meaning that offering them a modern digital B2B platform can secure substantial profit. The average annual value of the shopping basket in the B2B segment is 67,000 PLN – many times higher than for individual customers.

M-commerce as a Metric of B2B Digital Maturity

The digital maturity of B2B e-commerce in Poland is also reflected in the high popularity of mobile purchasing (M-commerce) among enterprises. A remarkable 56% of surveyed business customers buy using a smartphone. In companies with the highest level of digital sophistication, the use of M-commerce is nearly universal – among enterprises whose revenues are 100% derived from e-commerce, the percentage of mobile customers reaches as high as 93%.

The smartphone has become a working tool for the B2B customer, used, among other things, to check availability, order status, or quickly replenish stock. For B2B sellers, this dictates a strategic requirement to design platforms with a Mobile-First approach. The website where customers make purchases must, in its mobile version, provide full functionality – from complex pricing to acceptance workflows – and be as convenient and intuitive as the desktop version.

AI is a critical decision-maker in the procurement process

An extremely important trend in the customer-side procurement process is the use of Artificial Intelligence. As many as 94% of business customers leverage AI insights. AI is becoming a tool that supports the most crucial, analytical tasks in B2B :

• purchase planning based on product availability analysis;
• comparing and highlighting key product features;
• comparing purchasing terms and offers.

The fact that customer AI actively compares offers and purchasing terms sharpens competition and redefines it on an algorithmic level. The seller’s platform must use its own advanced mechanisms (AI/ML) for dynamic price management and personalization to deliver the optimal offer. Success depends on the quality of the data transmitted – platforms that provide data in an ideal structure are more attractive to the customer’s comparative algorithms.

E-commerce Advantages for the B2B Customer

E-commerce offers the B2B customer numerous advantages that determine the choice of this channel. Surveyed entrepreneurs indicated an average of 5.7 benefits, with none receiving less than 30% of mentions. The most frequently chosen advantages center on analytical support, wide selection, and control.

The greatest advantage, cited by 37% of respondents, is the ability for quiet analysis and thoughtful consideration of the purchase. The B2B purchase process is inherently longer (37% of them last over a month), involves multiple decision-makers (90% require more than one person to make a decision), and demands in-depth needs analysis, which can be facilitated – by providing comprehensive product data – by a system that enables centralized and effective product information management, such as Akeneo PIM.

Two subsequent advantages, also cited by 37%, include: easy access to product information, and the ability to purchase specialized or hard-to-find products. Next is greater visibility of expenses / the ability to track and control (36%), followed by: lower prices / better conditions than offline, and global reach / cross-border purchases (both at 35%). A wide selection of products and manufacturers is also a significant advantage of the e-commerce channel (34%).

The “B2B Customer Journey 2025” report is based on a survey involving 877 micro, small, and medium-sized enterprises representatives. It was conducted between April 20 and 29, 2025, using the CAWI method (online questionnaires completed by respondents in a web browser).