The 2025 state of B2B eCommerce cheat sheet

Brands prefer fixed pricing in 2025

With this year’s significant changes and industry pressures, pricing strategy is centered on predictability:

• 52% of brands favor fixed pricing
• Just 17% say dynamic pricing is essential

We believe this fits with overall trends toward measured, strategic growth. Responsive pricing driven by real-time data and volume purchasing remain viable secondary strategies for 80% of the brands surveyed, but they’re taking a backseat to static pricing for now — a move that’s unlikely to change if economic uncertainty increases. 

Suppliers, risk, and eCommerce on wholesalers’ minds 

When asked how they’re optimizing supply chains, 43% of wholesalers identified improving supplier relationships as a top priority for the coming year. Risk mitigation is on wholesalers’ minds with demand forecasting and contingency planning rounding out the top three in the survey. 

In pursuit of these efforts, businesses are turning to eCommerce technologies, but express challenges when it comes to integrating new technologies: 

• Only 25% have fully integrated their B2B eCommerce platform with their ERP
• Just one in five cite AI and automation as a priority

For these brands, the potential drawbacks of risk prevention, such as missing out on opportunities, isn’t a major concern yet but could inadvertently limit future growth. And single-digit revenue growth is predicted to continue in 2025 for the fashion industry according to McKinsey’s The State of Fashion 2025 report, so remaining aware of potential opportunities should remain a priority for wholesale businesses. 

Steady eyes to the future 

Wholesale’s importance appears to be growing for fashion brands as businesses prepare for a year of change and slower, steady growth. We believe doubling down on wholesale channels this year will help more companies reduce financial risks and stay competitive by scaling revenue and offering greater predictability. 

Omnichannel as a truly hybrid commerce model can give brands the resilience they seek — a goal that may be achieved with the right investments in digital transformation and automation.