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This article has been provided by Ecommerce Europe’s National Association: The Chamber of Digital Economy (Poland)
As many as 81% of business customers use marketplaces for shopping, and over half (56%) buy via smartphones – according to the latest report “B2B Customer Journey 2025”, prepared by Mobile Institute for the Chamber of Digital Economy in cooperation with Allegro Business.
The report shows that the digital revolution in B2B trade is becoming a fact. Almost every fourth company chooses e-commerce as its main purchasing channel, and 47% of customers use an omnichannel approach – selecting the purchasing channel for a specific category or offer.
“Today, companies buy similarly to consumers – they expect convenience, speed, personalization, and AI support. This is a signal that the B2B market needs consumer-grade solutions, but adapted to the scale and complexity of business processes,” says Patrycja Sass-Staniszewska, President of the Chamber of Digital Economy.
“The growing role of e-commerce in B2B purchasing represents a structural shift in how companies operate in Poland. Data show that over half of enterprises plan to increase spending in this area, with average annual shopping baskets reaching tens of thousands of zlotys. Digitalization is transforming purchasing processes across all company sizes, from micro and small businesses to large enterprises, says Julian Lindloff, B2B Director at Allegro Business. At the same time, the market is becoming increasingly demanding – entrepreneurs expect not just a wide selection of products, but also tools that make purchasing easier. Transparency, easy comparison of options, and flexible payment methods are now more important than ever. B2B marketplaces, such as Allegro Business, meet the expectations of modern business owners and not only deliver innovative solutions but also actively shape the B2B e-commerce market.”
B2B digital shopping baskets are impressive
Among the categories most frequently purchased digitally by micro, small, and medium-sized businesses are office equipment, consumables, marketing products, and advertising gadgets. B2B marketplaces, such as Allegro Business, are a shopping destination for most companies, both micro and those with revenues above PLN 50 million. The value of annual shopping baskets of surveyed business customers in some categories can reach up to PLN 130,000, and on average – in a single category – a company spends PLN 67,000 in e-commerce annually. Additionally, 36% of companies buy abroad, and another 25% plan such purchases.
Customer loyalty is not easy to maintain in B2B
Looking at the purchasing strategies used by business customers, it is clear that their loyalty is not easy to maintain. Although every 5th customer declares that they primarily build lasting relationships with suppliers, similarly – every 5th – admits that their strategy is to test various marketplaces and shopping venues.
4 out of 10 business users confirm that – similarly to consumers – they hunt for promotions and price opportunities, thus optimizing their corporate purchases. In turn, 17% admit that they compare offers on many marketplaces to find the best price. In total, as many as 55% of business customers can be classified as “promo-hunters” (compared to 78% of consumers).
Additionally, the business purchasing path is complex and time-consuming. Purchasing decisions are made by an average of 5 people, and the process takes from several days to even several months. In the case of strategic purchases, as many as 65% of companies indicate the need to build internal organizational consensus as a key stage of the process. This shows how important it is to provide clear information, tailored offers, and functions supporting team decisions.
12% of B2B customers try to automate their purchasing processes. This activity, in turn, can be the foundation for permanent contracts and business relationships that allow for a longer-term “connection” with the supplier. Additionally, 9 out of 10 companies encounter purchasing challenges, including those related to logistics, lack of complete product information, and limited payment options. 76% of companies count on AI support in offer analysis, price comparison, and purchase planning.
Prospects for e-B2B sellers? Optimistic
53% of surveyed companies intend to increase spending on business purchases in the e-commerce channel, and another 23% base their further steps on financial results. Only 9% of companies plan budget cuts, and 4% believe that digital purchases will remain at the current level. In the case of e-businesses operating longest in e-commerce, the planned increase in spending is similar to all surveyed companies, while in the case of businesses earning only in e-commerce, the activity towards increasing spending is greater. As many as 87% plan to increase purchases due to new investments or in specific categories.
Expert partner: Allegro
Read Polish full version here.
English summary version available is here.
Source: Data comes from the “B2B Customers Journey 2025” study and report commissioned by the Chamber of Digital Economy and carried out by the Mobile Institute research company. The study was conducted on a sample of 877 representatives of micro, small, and medium-sized companies. Opinions were collected using the CAWI method, using responsive electronic surveys. Data was collected between April 20, 2025 – April 29, 2025.
The structure of the surveyed companies is diverse in terms of employment size, achieved revenues, and the industry in which they operate. For the purpose of calculating e-commerce penetration and shopping basket values, the company base was normalized in terms of employment size to reflect the structure of entities operating on the Polish market. The report can be downloaded free of charge from the website of the Chamber of Digital Economy at link here.
About the Chamber of Digital Economy: The Chamber of Digital Economy represents and supports the interests of companies related to the electronic economy market in Poland, with particular emphasis on companies associated with e-Izba. The mission of e-Izba is to develop the Polish digital economy industry through cooperation, exchange of know-how, legislative activities, and strong and effective representation of common interests in dialogue with Polish government administration institutions, the European Union, and non-governmental organizations at home and abroad. More here.