Rethinking digital maturity in B2B commerce for the age of AI

For years, B2B organizations have been asking the same question: How digitally mature are we — and what should we do next?

A few years ago, in 2023, commercetools worked with industry experts Andy Hoar and Brian Beck at Master B2B to answer that question. Together, they created the first B2B-specific digital maturity model because nothing like it existed at the time.

The goal was simple but important: To give B2B leaders a practical framework for assessing where their organizations stand and building a roadmap to become digital outperformers.

In the last couple of years, B2B organizations embraced their digital maturity journey with gusto, to the point that roughly 85% now operate an eCommerce storefront or self-service portal, and over 50% are tapping into online marketplaces to reach customers. By comparison, McKinsey estimated that in 2024, 71% of B2B companies had an eCommerce presence, highlighting how quickly the gap in baseline digital capabilities is closing. 

So, there’s no denying that B2B organizations have come a long way… but the landscape has changed dramatically with the rise of AI and, more prominently, agentic commerce. 

Artificial intelligence is rapidly transforming how B2B companies operate, sell and serve their customers. That’s why we’ve taken the original framework and reimagined it for the AI era, introducing the industry’s first AI-enabled B2B digital maturity model.

This updated model reflects the evolving nature of digital maturity. It provides B2B leaders with a practical framework to:

• Understand where their organization stands today. 

• Identify what capabilities they need next. 

• Build a clear path toward AI-ready commerce.

The model consists of four stages, beginning with organizations that are just starting their digital journey and culminating in businesses where commerce becomes autonomous, predictive and self-optimizing.

We estimated that the large majority of companies today sit somewhere between Stage 2 and Stage 3 — with only an estimated 5% in the desired Stage 4 — as many organizations have implemented online ordering and modern digital capabilities. 

The challenge for 2026 and beyond is clear: How do you move from stage to stage — and become ready for AI-driven commerce?

Historically, digital maturity in B2B commerce meant moving from fragmented systems to connected digital experiences. It was about building websites, enabling online ordering and integrating core systems like ERP.

Those milestones still matter, but they are no longer the finish line. Artificial intelligence is fundamentally expanding the definition of digital maturity, which is accelerated by the following drivers: 

1. Buyer expectations are accelerating

B2B buyers increasingly expect experiences that feel as seamless and personalized as consumer commerce. They want fast purchasing, real-time pricing, consistent interactions across channels and intelligent recommendations.

2. Operations must evolve

AI has the potential to transform B2B operations, from automating quoting and pricing to predicting replenishment and streamlining customer support. But AI only works when the digital foundation is ready: Integrated systems, high-quality data and teams that understand how to use it effectively.

3. Strategic differentiation is shifting

The companies that will lead in the next decade are the ones that integrate AI thoughtfully, combining automation with human expertise to protect trust and deliver responsive experiences across every touchpoint.

The following four stages show how organizations can progress — from early digital adoption to fully AI-ready commerce — while maintaining operational excellence and driving revenue growth.

At this stage, organizations are just beginning their digital journey. Digital capabilities may exist, but they tend to be isolated experiments rather than integrated parts of the business. Many processes remain manual and digital channels often operate separately from traditional sales teams.

Stage 2 represents the new baseline for B2B digital commerce. Companies in this stage have launched digital channels and started building repeatable processes. Online ordering is available, and digital commerce is becoming a regular part of how customers interact with the business.

However, significant challenges remain. Data silos, inconsistent system integrations and operational inefficiencies still limit scalability.

Their primary focus is on operational efficiency to reduce manual work and improve data quality.

At Stage 3, digital is no longer a side channel; it becomes a strategic growth driver.

Organizations in this stage have integrated key systems, and data flows across channels in near real time. Customers experience a consistent journey whether they interact with sales teams, online portals or marketplaces.

Their primary focus is to deliver an exceptional buyer experience that generates revenue. 

Many companies will remain in this stage for years. But the next leap — AI-ready commerce — will redefine the competitive landscape.

Stage 4 represents the future of B2B commerce. At this level, digital commerce evolves from a system that supports transactions into an autonomous, intelligent operating layer for the business.

Artificial intelligence plays a central role, augmenting human teams and automating decision-making across the entire value chain.

At this stage, commerce systems no longer simply execute transactions; they continuously learn, optimize and improve the business.

The purpose of this maturity model is to help B2B enterprises move forward with clarity.

The key questions B2B leaders should ask themselves now are:

• Where does our organization sit today?

• Which capabilities will we need in the next two to three years?

• Which assumptions about our business will no longer hold in an AI-driven world?

Understanding your current maturity level is the first step toward building the capabilities required for the future.

If you’re unsure how to close that gap and how to adjust your strategy to be ready for the age of AI, contact our experts.