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B2B Commerce Spectrum: The Elements of Modern B2B Commerce

See every building block of B2B commerce—from essentials to advanced capabilities—and discover where your organization stands on the digital maturity spectrum.

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Modern B2B buyers expect more, and the data proves it.

17%

Only 17% of B2B buyers say their online purchasing experience is “very easy.”

Digital Commerce 360

87%

87% prefer self-service and digital ordering over traditional sales channels.

SellingPower

62%

Companies that integrated ERP with eCommerce saw a 62% uplift in sales and 13% fewer lost sales.

Digital Commerce 360
Elements of Modern B2B Commerce

Explore the Elements of Modern B2B Commerce

Every successful digital commerce strategy is built from core elements across account management, customer experience, data integration, and more.

The B2B Commerce Spectrum maps these elements into clear categories so you can explore what’s essential, what’s emerging, and what drives the revenue growth for your organization.

The Dimensions of Modern B2B Commerce

The B2B Commerce Spectrum maps every element of digital commerce into four categories — from foundational essentials to advanced capabilities that drive customer experience, service excellence, and sales growth.

Each category refracts B2B complexity into clear, actionable steps toward digital maturity — creating a framework to benchmark progress, modernize operations, and build a unified commerce experience.

Essential

Serving as the foundation of modern B2B commerce, these capabilities power secure accounts, seamless integrations, accurate data, and reliable operations to sustain high-performing digital ecosystems.

Customer Service

Focusing on the buyer experience, these capabilities enable personalization, intuitive navigation, and self-service that help customers connect, transact, and stay loyal to your business.

Self Service

Delivering post-purchase value, these capabilities strengthen trust and retention through transparency, responsiveness, and efficient support across every interaction.

Sales

Driving growth and revenue, these capabilities streamline quoting, pricing, and marketplace operations to simplify complexity and empower teams to sell smarter and faster.

Together, these dimensions form the B2B Commerce Spectrum as a blueprint for you to assess your digital maturity, identify gaps, and accelerate modern B2B growth.

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Benchmark Your Commerce Experience

See where you stand, identify the gaps and opportunities for growth.

The B2B Commerce Spectrum helps you evaluate your organization’s current capabilities against best practices within your industry and delivers a personalized report with tailored insights, recommendations, and next steps to accelerate your digital maturity.

Shopify and Zaelab partnership.

Built by Zaelab in collaboration with Shopify

Helping B2B enterprises modernize commerce, simplify complexity, and accelerate growth.
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