B2B digital market Europe 2025: trends & opportunities. Italy and Europe are undergoing a deep digital transformation. In 2025, digitalization, automation, and personalized customer experiences are reshaping B2B sales models. Companies investing in B2B ecommerce platforms, order management systems, and ERP integration are gaining a competitive edge.
But what is the current state of the digital B2B landscape in Europe—and where is it heading?
Over the past few years, the Italian B2B market has shown steady signs of growth. According to the Politecnico di Milano’s B2B Digital Observatory, in 2024 the value of digital B2B transactions exceeded €600 billion, with a digital penetration rate of 22%. This growth is expected to accelerate in 2025, driven by:
Small and medium-sized enterprises (SMEs) in particular are recognizing the strategic value of a digital-first approach in managing supplier and client relationships.
Across Europe, digital maturity levels vary widely. Northern European countries and Germany are leading the digital transformation, with strong investments in AI, automated sales platforms, and PIM/DAM systems for product data management. However, countries like Italy, Spain, and Greece still face a significant technological gap, especially among micro and small businesses.
By 2025, the European B2B ecommerce market has surpassed €3 trillion in value. This growth is fueled by:
Despite the momentum, many companies still face critical obstacles:
Businesses that choose to digitalize their B2B sales processes today can unlock both short- and long-term strategic benefits:
Order Factory is the all-in-one B2B platform designed for resellers, distributors, wholesalers, sales networks, and B2B professionals. With it, companies can:
Thanks to its intuitive interface and centralized order management, Order Factory helps companies move confidently into the digital era.
2025 marks a turning point for B2B digital commerce in Italy and across Europe. Companies investing in modern tools and platforms can seize new market opportunities and build stronger relationships with clients and business partners.
