NuOrder by Lightspeed’s 2025 State of B2B E-commerce Report “aims to better understand how brands are evolving their wholesale strategies to meet modern challenges in digital transformation, profitability and operational efficiency,” the company said, adding that its report “highlights a shift toward measured, strategic growth rather than high-risk expansion, with brands prioritizing risk mitigation and operational stability.”
In short, brands have become more mindful of how and where they position themselves.
The 21-page report, “Why stability is the new growth,” includes a detailed look at how brands have evolved over the past 30 years to meet changing consumer demands. In this post-pandemic period, brands are approaching growth much differently than they did in the 1990s and 2000s — an era of mass consumerism where the focus was on a back-end infrastructure capable of pushing out as much product as possible.
The researchers said brands are taking a hybrid model approach where they leverage wholesale for stability, direct-to-consumer for customer engagement and use marketplaces for supplemental reach, which reflects a shift toward a more methodical and resilient approach.
The report’s authors found that while 57 percent of brands surveyed are investing in retail relationships, “only 34 percent plan to enter new geographic markets. Growth strategies emphasize customer loyalty and sales diversification over pure optimization.…Key drivers include geographic and product expansion and omnichannel investments.” Meanwhile, the research showed that operational improvements (such as new warehouses or production facilities) “are a lower priority, reflecting a shift toward customer-facing growth rather than back-end infrastructure development.”
The report’s authors said wholesale continues to play a crucial role in stabilizing markets, shifting from a growth driver to a tool for optimizing distribution and controlling costs. Brands are prioritizing controlled growth, predictable pricing and stronger retail partnerships over rapid scaling via marketplaces or digital transformation.
In a cautious economic landscape, efficiency and relationship-focused strategies are taking precedence over risky expansion. Supply chain resilience remains a priority, emphasizing supplier collaboration, demand forecasting and contingency planning rather than structural changes like nearshoring. Meanwhile, B2B e-commerce platforms present untapped potential for deeper operational automation and integration.
Chris Akrimi, general manager for B2B at NuOrder said the new priority for many brands “is achieving sustainable growth while maintaining a strong focus on financial performance. Strategic, measured expansion is now a key consideration for both existing and new clients, a trend we see consistently across our portfolio.”
Akrimi said brands are doubling down on strengthening wholesale and retail relationships and optimizing distribution while expanding their networks, but they’re doing it with a more calculated approach. “They are seeking flexibility in pricing, contract terms and inventory commitments to navigate ongoing economic uncertainties that unfold daily,” he explained. “Rather than chasing broad distribution, brands are prioritizing ‘quality over quantity,’ choosing retail partners that offer long-term, sustainable growth. They are aligning with retailers that invest in brand storytelling, focus on sell-through and protect brand image, ensuring a balanced and profitable partnership.”
The report also looked at how AI can be leveraged by brands to increase operational efficiency and increase personalization. But the authors of the report said brands have been slow to implement the technology. The report said the current evolution of B2B e-commerce “will not reach its full potential without deeper investments in digital transformation and AI-driven efficiencies.”
Andrea Luna, client success team lead at NuOrder, said despite the clear value of B2B e-commerce platforms, many brands struggle, not due to technical limitations, but because they haven’t fully embraced a digital-first mindset. The real challenges lie in operational inertia, fragmented adoption and underutilization of existing tools. Too often, digital platforms are treated as supplemental rather than transformational, leading to missed automation opportunities and inconsistent buyer experiences.”
Luna said success requires more than just onboarding users; “it means equipping teams to leverage the platform’s full capabilities — building campaigns, creating custom lists and working seamlessly across devices. Brands that lead in digital transformation integrate intelligent, automated workflows that drive adoption and enhance efficiency at every stage.”