A new report from ecommerce software developer commercetools highlights a critical operational breakdown in B2B commerce.
According to the commercetools study, 52% of B2B companies are simultaneously struggling with outdated technology, inefficient manual processes, and limited involvement from financial leaders in digital decision-making. The research, conducted by Cascade Insights, surveyed 75 finance, operations, and procurement executives across the U.S., U.K., and Canada. Its findings underscore how systemic inefficiencies are preventing many organizations from adapting to today’s digital demands.
More than half of respondents said they still rely on manual, error-prone commerce processes. Another 52% reported that their core technology systems will reach an end-of-life within the next two years. 16% say the deadline is just 12 months away. And 52% of financial leaders said they are brought into technology investment decisions too late to shape strategy or align spending with business outcomes.
“This isn’t just a technology problem, it’s a strategic business crisis,” said Dirk Hoerig, founder of commercetools. “When over half of B2B organizations is running on outdated, inefficient systems while their financial leaders are sidelined from decisions, it creates a perfect storm of operational drag and missed growth opportunities.”
Cost of inefficient ecommerce systems
The report also shows that these inefficiencies carry a direct business cost. 64% of respondents identified legacy systems as the single biggest barrier to digital success. Just over half cited costly integrations, while 49% pointed out high operational expenses. 79%t said ongoing economic uncertainty has made the need to modernize more urgent.
Some companies have already moved to address the issue. Coflex, a manufacturer based in Mexico, overhauled its commerce infrastructure using a modular platform. Within 90 days, the company launched a new digital portal. Now, more than 80% of its customers and 90% of its sales team use the portal.
“In the past, people used to think of IT as just fixing internet or computer issues,” said Omar Martinez, commercial director at Coflex. “But today, it’s a strategic partner. IT brings in global processes, innovative technologies, and deep knowledge of industry trends. They help us optimize costs, improve connectivity, and create stronger engagement with customers. The key to our success was seeing each department as a strategic ally. Cross-team collaboration allowed us to deliver true digital transformation at speed and scale.”
When asked what they expect from modernization, B2B leaders pointed to several priorities: improved employee productivity (61%), increased revenue from better customer experiences (57%), and better financial forecasting and cash flow visibility.
To respond to these needs, commercetools has introduced several B2B-focused features:
- Recurring orders, which automates repeat purchasing to reduce manual effort and boost customer retention.
- Large carts, designed to manage complex, high-volume transactions involving thousands of lines items.
- Inventory management at scale, which provides real-time inventory control capable of processing over 100,000 reservations per minute.
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