‘Out with the old and in with the new’ has been the strategy of a certain fashion retailer, reflected not only in the trajectory of their products but also in their workflows.

Over the past year, a leading fashion retailer embarked on a transformative digital journey to improve operational efficiency and deliver a seamless customer experience across three distinct women’s fashion brands.

The Beginning of the Journey

A year ago, this retailer faced significant challenges in managing product information across their brands. Without a centralized product information management (PIM) system, teams relied on outdated processes involving Excel sheets, manual data entry, and inconsistent communication between departments. The flawed method led to fragmented product information, a delayed time-to-market, and a disjointed online shopping experience for their customers.

Determined to become a digitally-driven business, the retailer embarked on a journey to achieve digital transformation, choosing Akeneo as their partner. They recognized that to attain their vision of operational excellence, they needed a solution that could support their ambitious re-platforming efforts and unify product data across multiple brands.

In the first few months, the retailer began by involving key stakeholders from site merchandising, marketing, digital operations, and product management teams. With a focus on building a scalable solution, they collaborated with Akeneo and a system integrator to expedite the PIM implementation. This early phase involved intensive training, workshops, and configuring the centralizing solution to align with the complex data structures of each brand.

While the retailer experienced initial challenges, such as learning new workflows and adjusting to a more composable architecture, the commitment from their internal teams paid off. By the end of the first quarter, product data management processes were noticeably more efficient, allowing cross-functional teams to work within the PIM simultaneously – something that wasn’t possible before.

Tailor-Made Efficiency

Six months into their journey, the fashion retailer began to realize the true potential of Akeneo. 

With streamlined processes and real-time product data updates, they were able to significantly reduce the delays previously faced. Product information, including descriptions, images, and pricing, was now accurate and readily available for teams to review before going live, leading to fewer errors and an improved time-to-market.

Key wins at the six-month mark included:

• Faster time-to-market: The retailer reduced the time it took to update and launch products by 2-3 business days, enabling them to sell new inventory faster.
• Increased team collaboration: Akeneo’s user-friendly interface allowed multiple teams to work in the platform simultaneously, reducing bottlenecks and enhancing communication across the organization.

By integrating Akeneo into their day-to-day operations, the retailer eliminated unnecessary duplication, such as writing product descriptions for each color variant manually, accelerating the enrichment process and improving the end-customer experience. 

Styled for Success

As the retailer approached the one-year mark, the transformation was complete. Their teams had fully adapted to Akeneo, and the business was now able to manage product information more efficiently than ever. The retailer’s strategy of continuous improvement paid off, with ongoing adjustments enhancing processes over time.

Highlights of the final quarter included:

• Enhanced product accuracy: By centralizing product data, the retailer ensured that customers always received accurate and up-to-date product descriptions, images, and details, improving their confidence in the purchasing process.
• Seamless workflows: Teams became fully comfortable using Akeneo, relying on workflows to streamline approval processes and ensure that every product detail was aligned across the organization.

With Akeneo firmly in place, the retailer now plans to onboard additional brands onto the PIM platform and are exploring the use of AI to further enhance product descriptions and automate manual processes. They see Akeneo as a long-term traveling companion that will help them continue to scale their operations and refine their digital strategy.

The first year of this retailer’s journey with Akeneo transformed not only their internal operations but also their ability to deliver a superior customer experience, an achievement that fuels the road to success.

We’ve all had that moment of massively revamping our home to impress our guests. Suddenly the good-looking cutlery comes out, the best-smelling candle you’ve kept hidden is lit, and the mountain of items you own are hoarded away in an attic. You do everything in your power to highlight the greatness of your house, all while expressing your unique personality.

The eCommerce equivalent? Amazon A+ Content. Instead of decorating a home, A+ Content focuses on transforming businesses’ product data into rich, eye-catching content.

By allowing sellers to provide accurate data to their customers through a visually pleasing, detailed product page, Amazon + Content enables businesses to convey their narrative and values, encouraging sales while also strengthening brand presence.

Unlike a plain block of text, Amazon A+ Content grabs customers’ attention, turning ordinary product pages into captivating showcases. Just as a well-decorated home leaves guests impressed, thoughtfully crafted A+ Content builds trust and elevates a brand’s credibility.

What is Amazon A+ Content? 

But what is it really?

Just like its name suggests, Amazon A+ Content is a unique and powerful tool used by Amazon sellers to transform their product detail pages and listings into engaging, visually appealing content. It allows brand owners to incorporate enhanced product images and videos, detailed product descriptions, insightful comparison charts, and more. These elements are designed to capture consumers’ attention and provide them with a deeper understanding of the products, and their features in a way that drives confidence and trust.

Normal product listings limit users to 2000 characters without adding photos and graphics, forcing businesses to create a standard product description that consists of a lengthy paragraph, one that is easily overlooked when consumers browse. A detailed product page infused with Amazon A+ Content naturally outshines an unpolished description.

The tool is key for brands aiming to maximize their sales and strengthen their presence. With Amazon A+ Content, businesses can distinguish themselves and their products from their marketplace competitors. It allows them to highlight their unique story and the appeal of their products. By crafting an intriguing narrative, sellers can elevate their customer experience and boost consumer satisfaction, consequently increasing sales.

Types of Amazon A+ Content

There are three different types of Amazon A+ Content:

1. Basic: This is accessible to every Amazon seller, allowing the addition of up to five modules per Amazon Standard Identification Number (ASIN). Through this tier, sellers can utilize various pre-set templates to include elements like images, text, brand logos, six-ASIN comparison charts, technical specifications charts, and more.
2. Brand Story: Similar to Basic A+ Content but serves a distinct purpose: it focuses on brands emotionally resonating with their customers by sharing their unique backstories and sharing their values. It incorporates the same elements as the Basic tier as well as four Amazon Brand Story modules.
3. Premium A+ Content: Its name perfectly reflects its purpose – this tier is a premium version of Amazon A+ Content. It offers enhanced hover hotspots, multiple video modules, larger images, product comparison charts, carousel modules, and Q&A sections; up to seven modules per ASIN can be used during Premium. It’s only available to sellers who own a brand registered in the Amazon Brand Registry, have a published Brand Story across all of their products, and have five A+ Content projects produced in the last 12 months. 

Welcome to the world of resale markets, where the old adage “out with the old, in with the new” is being transformed into a mantra of conscious consumerism.

Once associated with thrift stores and bargain hunting, secondhand shopping has transformed into an industry that big-name brands and retailers have entered, providing chic, convenient, and eco-conscious products to life-long consumers. And the numbers speak for themselves — the global secondhand apparel market is projected to soar to $350 billion by 2027, nearly doubling its value from $177 billion in 2022.

What’s driving this growth? From consumers’ increasing focus on sustainability to a desire for unique, affordable pieces, the resale market is perfectly positioned at the intersection of value, variety, and virtue.

With this in mind, let’s take a look at a few fashion brands and retailers that have implemented resale markets of their own to promote sustainability and drive the circular economy, making their mark on the runway and in the realm of responsible consumerism. 

1. REI

In the world of outdoor retail, REI (Recreational Equipment, Inc.) has long been a revered name, known for its commitment to environmental stewardship and sustainability. One of the standout ways in which REI promotes sustainability and contributes to the circular economy is through its resale market.

REI’s resale initiative is aptly named the “REI Used Gear” platform. This marketplace allows customers to buy and sell gently used outdoor gear and clothing. Whether it’s a backpack, a pair of hiking boots, or a jacket, this platform provides outdoor enthusiasts with a sustainable alternative to purchasing brand-new items. 

The resale market aligns with REI’s philosophy of extending the lifespan of products. By encouraging customers to buy and sell used gear, they reduce the need for new production and promote a culture of reusing and recycling, not only minimizing waste but also conserving the natural resources required for manufacturing.

2. ASKET

Swedish brand Asket has built its business model on genuine sustainability and transparency. Founded in 2015, Asket rejects the traditional fast fashion calendar; instead of churning out seasonal collections, it offers a single, permanent collection of timeless, essential garments, minimizing waste and encouraging consumers to purchase high-quality, long-lasting clothing.

By calculating carbon emissions for their core products and expanding this analysis across their entire collection, ASKET meticulously evaluates the environmental impact at each stage of a product’s lifecycle, including raw material extraction, processing, production, assembly, distribution, and end-of-life outcomes. This data-driven approach allows ASKET to make precise adjustments during the design phase, such as substituting or eliminating components with an outsized environmental footprint, and empowers ASKET customers to make informed, sustainable choices.

The company actively reduces waste through initiatives like the Asket ReStore, an in-person resale and repair outlet that refurbishes and sells previously owned Asket garments, ensuring that clothing stays in circulation and avoids landfills or incineration.

But what truly sets Asket apart is its radical transparency. For every garment, Asket provides detailed disclosures about its supply chain, environmental footprint, and cost structure. Consumers can access information on the factories and facilities involved in production, including details about average wages, working conditions, and shift lengths. By shedding light on these often-hidden aspects of the fashion industry, Asket fosters accountability and empowers consumers to make informed choices.

Asket’s philosophy, “The Pursuit of Less,” reflects a holistic approach to sustainability. By focusing on longevity, reducing resource extraction, and emphasizing the value of human labor, Asket demonstrates what genuine, impactful sustainability looks like in the fashion industry.

Remember when automatic windscreen wipers seemed like an unnecessary luxury? Just two decades ago, drivers said they’d never need sensors to tell them when to use their wipers. Today, this once-optional feature is standard in most vehicles, and drivers can’t imagine life without it. 

This same transformation is happening in Product Information Management (PIM), where Artificial Intelligence (AI) is turning tedious manual tasks, like generating and enriching product descriptions and translations, into seamless automated processes. And while some people may think this technology is a luxury, it is quickly becoming table stakes to remain competitive.

The state of PIM today

Despite technological advances, many organizations still struggle with manual product information management. They rely on scattered Excel sheets, endless email chains, and manual updates – a fragmented approach that worked in the past but can’t keep pace with today’s digital commerce demands.

Even businesses that have adopted basic PIM systems often face persistent challenges:

• Managing product information across multiple languages and markets
• Creating consistent, engaging product descriptions at scale
• Maintaining accuracy while reducing time-to-market
• Coordinating between technical, marketing, and sales teams

The translation journey

Let me share a recent client experience that illustrates this evolution perfectly. Initially, our client’s  salespeople were tasked with translating product descriptions, technical specifications, and marketing materials simply because they worked in foreign markets.

The company eventually progressed to a professional translation agency. However, this “solution” merely replaced old problems with new ones: endless Excel files shuttling back and forth via email, extended waiting periods, and mounting costs. It was like using a better umbrella instead of installing those automatic wipers – an improvement, but not quite the solution that was needed.

Their first PIM implementation brought some relief through automated data exchange with the translation agency. The process became more convenient, though the translation timeline and costs remained stubbornly high.

Enter AI

As a Business Consultant who loves digging into details, I discovered something intriguing: while the translation agency’s delivery times had dramatically improved, their fees hadn’t budged. The reason? They were already using AI for 90% of their translations!

Fortunately, the client used Akeneo PIM, which had just rolled out AI features in their default SaaS version. The decision was obvious: why pay a middleman for AI translations when we could access them directly?

We implemented rules for the AI to automatically translate content from English into 16 other languages upon entry. Consider the scale: 60 fields × 16 languages × 25,000 products = 24 million potential translations, all handled automatically. Like those automatic wipers, once configured, it works silently in the background, making everyone’s life easier.

Beyond translation

While our client now enjoyed lightning-fast translations, their marketing team still grappled with creating original product descriptions. Technical specifications were straightforward – materials, colors, compatibility – but crafting compelling marketing narratives for 25,000 products remained challenging.

The result? Accessories and spare parts received minimal descriptions, and similar products shared identical copy-pasted content. The compelling narratives their brand deserved were missing.

Intelligent content creation

This is where Akeneo’s second AI feature proved transformative: intelligent content generation. Think of it as a smart assistant that transforms technical specifications into both detailed summaries and engaging marketing narratives – same source data, different narrative approaches.

Importantly, this doesn’t replace the marketing team. Instead, it provides them with intelligent first drafts. Rather than facing blank pages, they now enhance and personalize AI-generated content, adding that crucial human touch that defines their brand.

The results speak for themselves:

• Every product now has its unique description
• Copy-paste errors are eliminated
• Brand tone remains consistent across the catalog
• Marketing team focuses on strategic content
• Overall content quality has improved

Artificial intelligence (AI) is transforming the way businesses manage their product information. With AI, Akeneo is evolving its PIM (Product Information Management) system to help brands streamline their operations, maintain increasingly accurate data, and accelerate their growth.

What is Product Information Management (PIM)?

Product Information Management (PIM) is the central system businesses use to collect, manage, and distribute product data across various sales channels. PIM systems help ecommerce merchants streamline workflows and ensure product data is unified, enriched, and easily accessible.

Key processes in PIM include:

1. Data Centralization: Gathering all product data—descriptions, images, specifications, prices, and more—into a single repository, ensuring consistency across multiple platforms.
2. Data Enrichment: Enhancing product information by adding missing attributes, translations, and relevant metadata, often with the help of integrations.
3. Workflow Optimization: Coordinating teams across various departments to review, approve, and update product data, significantly reducing the time and errors associated with manual data entry.

With these processes in place, businesses can ensure that their product information is accurate, up-to-date, and available across all touchpoints.

AI for Always Accurate Data

For eCommerce merchants, it is not always easy to keep product information flawless. This is where AI becomes a game-changer! By automating data validation and enrichment in Akeneo, AI helps limit human errors. According to a Gartner study, it is anticipated that 30% of workers will leverage generative AI to improve their productivity and reduce errors by 2026.

Akeneo, with its intelligent prompts, automatically helps spot inconsistencies in product descriptions or attributes, resulting in more reliable data and overall better quality.

Optimizing Workflows with AI

In addition to ensuring data accuracy, AI simplifies workflows within Akeneo. Imagine being able to automate repetitive tasks such as enriching product descriptions, optimizing SEO, or even translating content. Teams can then focus on higher-value tasks.

A fashion brand could use AI to automatically generate descriptions in multiple languages for its items while incorporating relevant keywords like “denim,” “blue,” or “stretch.” It enhances SEO while significantly reducing time-to-market, which is crucial in sectors where products frequently change.

Upcoming Trends

The evolution of AI is continuous, promising to further transform product information management. According to Forrester, by 2025, AI could be behind 40% of data management decisions. This includes real-time trend analysis, product positioning, and predictive inventory management.

AI’s impact will be felt in multiple facets of business operations, including automating routine tasks like testing product listings, performing competitive analysis, and optimizing content. In the near future, AI could help companies predict emerging trends, adjust strategies dynamically, and even enhance customer experiences through personalized interactions. Furthermore, advancements in AI-driven automation will support faster decision-making and improve operational efficiency, making it an essential tool for businesses aiming to stay ahead in a competitive landscape.

Towards a New Era with Multiple Agents

The future of AI in PIM will also be marked by the emergence of multiple agents, where several AIs collaborate to optimize complex processes. Whether analyzing trends, automatically creating content, or managing regulatory information, these tools will enable finer product personalization.

AI is revolutionizing product information management, and Akeneo is at the forefront of this transformation. With its tools already integrating AI features, Akeneo allows businesses to enter a new era of PIM, where automation and personalization reign supreme.

In the oversaturated and competitive world of online furniture sales, staying ahead requires more than just high-quality products; it’s essential to bring something new to the table (no pun intended). It demands operational efficiency, a diverse and ever-evolving product catalog, and the ability to provide customers with rich, accurate, and engaging product information that drives purchasing decisions.

Drawer, a French online furniture retailer, recognized this trend early on, but faced common issues whilst attempting to expand its international market presence. The company’s COO, Vincent Mazzucco, shared how they overcame these hurdles by embracing innovative technology solutions, assembling a solid foundation for future growth.

Nailing Down the Problem

No matter how big or small, behind every person and business lies an aspiration — one that drives them to surpass their current state. Naturally, they utilize the method they trust best to achieve their goals, but it can be aggravating when the method falls flat, derailing plans for success. 

Can you relate? Chances are, you can; and so can Drawer.

The eCommerce furniture seller aspired to expand their product catalog and enter international markets. However, it became apparent that their existing systems weren’t capable of even supporting this; with over 90 different families and nearly 300 unique attributes, managing product data for even one country was a nightmare, let alone five. 

Their main obstacle was managing product data from various suppliers, each providing information in different formats and quality levels. Their past approach to tackle this problem was manually inputting their data via Excel spreadsheets with 350 columns, which meant that data was often inputted incorrectly, outdated, or simply nonexistent. It took Drawer on average three months to launch their products, only for them to be deactivated two weeks later.

And this is not uncommon; in a recent survey of B2B industry leaders, we found that 70% took at least one month to collect, collate, and enrich product data, and a whopping 99% said their organization faced at least one product information challenge. 

Drawer’s COO, Vincent Mazzucco put it perfectly when he stated that their “old solution was not reliable enough’ for the company to grow.

Across industries like food, pharmaceuticals, and safety materials, it is essential to keep product legal information up to date. Failing to comply with these regulations can lead to severe penalties, such as fines, product recalls, and even legal action. In some cases, non-compliance can result in restrictions on product distribution or complete removal from the market, impacting a company’s bottom line and reputation.

Within this product record, legal notices (or “storing legal notices”) are particularly important as they encompass documents like safety data sheets or quality certifications, which must be centralized, current, and easy to manage. This is where Akeneo comes into play: the AI-powered product data solution enables efficient management of these notices through connectors and integrations with DAM (Digital Asset Management) tools.

What Exactly is Storing Legal Notices in Akeneo?

Storing legal notices in Akeneo involves integrating all these regulatory documents (such as technical data sheets or certificates of compliance) into specific asset families within Akeneo’s Asset Manager. These documents are seamlessly imported into Akeneo and associated with specific products using a DAM connector, ensuring assured traceability and guaranteed legal compliance.

At O2 Commerce, we have successfully implemented these best practices for various clients, such as Peavey Industries, which specializes in products for agriculture, farming, and rural living, and Stemcell, an industry leader in life sciences who uses asset families such as “Safety Data Sheet” and “Product Information Sheet” in Akeneo to organize and manage its product safety documents.

How to Validate and Update Legal Notices?

A primary challenge is keeping these documents consistently up to date. Akeneo, via a connector, allows for the automation of document validation and updates. For instance, if a notice expires after three months, the system can deactivate the product in Akeneo while keeping the document in the DAM for tracking or auditing. This connector regularly checks the validity of the documents and directly pushes updates into Akeneo.This automation is incredibly useful in sectors where updates are frequent, such as for products with regularly changing compositions. Depending on needs, the connector can perform these checks multiple times a day or at a more suitable frequency.

Optimizing the Quality of Product Information

One of Akeneo’s strengths is its ability to assess the completeness and quality of product information. When an asset is imported, it can be enriched with metadata (such as a “meta title” or “meta description”) to enhance the user experience. Using a completeness score, Akeneo helps businesses ensure that all critical information, like the validity dates of notices, is correctly filled out.
If a validity date is not filled in a legal notice, Akeneo will degrade the product’s score, signaling a lack of completeness, which allows product managers to prioritize updates of missing or outdated information.

Some Best Practices for Managing Legal Notices in Akeneo:

• Use integrated DAM connectors: A well-configured connector can automatically push documents from the DAM to Akeneo while checking expiration dates and document relevance.
• Automate validations: Create business rules to automatically invalidate or reactivate documents based on their validity.
• Manage user permissions: Ensure that only authorized individuals can modify or invalidate critical documents.
• Monitor information completeness: Use Akeneo’s scores to regularly track the status of notices and ensure that all essential information is complete.

By centralizing everything in Akeneo, you automate updates and ensure regulatory compliance for your products. Although the connector handles most of the tasks, you remain in control of your data, with a customizable solution tailored to your needs.

Predicting the future is a bit like trying to pick the winning lottery numbers or predicting how long it’ll be before you regret that new haircut. It’s an unpredictable science based on gut feeling and ceremonial lucky charms.

But when it comes to retail, we can take a look at today’s customer behavior and it’s not too hard to forecast what 2025 might look like, no tarot cards required. 

From the, perhaps surprising, resurgence of in-store shopping to the not-so shocking rise in concern for our planet, some patterns are already taking shape. . So, grab your crystal ball (or maybe just a cup of coffee), and let’s dive into our predictions of the top five trends that will define the retail world in 2025.

1. In-person shopping is back

Yes, eCommerce had its glow-up during the pandemic—who didn’t love the convenience of browsing from bed? But as it turns out, people miss the human connection of in-store shopping; 93% of consumers in a recent survey said that they were planning to do both online and in-person shopping this holiday season.

So why are more folks popping back into physical stores? While I’m sure many introverts will disagree, the fact is that people like talking to people, especially knowledgeable sales associates who can help them find the exact product they need without having to weed through three rounds of an AI-powered customer support chatbot. Sometimes, speaking to a real person or just simply seeing and touching the product can answer questions faster and easier than any description or robot ever could.

There’s also a growing sentiment of “buy local,” with consumers consciously choosing to support small businesses. Plus, reducing their carbon footprint by skipping international shipping? It’s a win-win for the environmentally conscious shopper.

2. Brand trust & transparency is top of mind for consumers

It’s hard for smaller brands to stand out against giants like Amazon and Temu, who often win by offering unbeatable convenience and low prices; Amazon’s vast inventory and Prime shipping make it nearly irresistible for those who want something fast, while Temu appeals with its rock-bottom prices that are hard to compete with. When shoppers can get what they need quickly and cheaply, brands need to offer something different to keep their attention—and that’s where trust and transparency come in.

To build trust, brands need to be upfront and authentic about their products. Today’s shoppers are more discerning than ever; they want to know exactly what they’re buying, where it comes from, and how it’s made. 

Brands that share details on ingredients, manufacturing practices, and supply chains appeal to consumers’ desire for honesty. Whether it’s disclosing sustainable sourcing methods or offering transparency about labor practices, consumers appreciate brands that are real about what they’re putting on the shelves.

Another way to foster trust is by encouraging user-generated content (UGC). Again, people trust people, and seeing real customers share their experiences with a product can be far more persuasive than a polished marketing pitch. A five-star review, a snapshot of someone wearing that jacket in real life, or a testimonial from a happy customer creates an authentic connection. Brands that actively encourage community engagement through UGC—whether it’s customer photos, reviews, or stories—build a sense of community and transparency that today’s shoppers demand.

3.  Green is in fashion

Yes, “sustainability” has been in the retail lexicon for years now, but in 2025, it’s less of a trend and more of a dealbreaker for many consumers. Consumers are demanding greener products and practices, and many are even willing to pay extra for it; despite an overall trend towards more cautious spending, we found that nearly 60% of U.S. millennial consumers would pay a premium for a product if it was sustainably sourced.v

The holiday season brings a whirlwind of shopping excitement—and with it, an avalanche of returns. From that sweater two sizes too small to the gadget that seemed like a good idea at 2 a.m., consumers want returns to be free, fast, and hassle-free. 

But here’s the coal hidden in the stocking: returns are a costly gift for retailers, wrapped in layers of logistics, labor, and environmental impact. And let’s face it, it’s not exactly delightful for customers either—nobody wants to stand in line or deal with the fine print just to get their money back.

From the alarming surge of carbon emissions brought by shipping containers, to the vast number of discarded products piling up in landfills, the environment also suffers from the toll of returns.

But despite these negativities, we still see 67% of eCommerce customers acting as ‘serial returners’ who buy large amounts of products with the intention of returning a portion. Returns are unavoidable for businesses but that doesn’t mean they have to be accepted. Brands can combat this harmful practice by implementing different methods to minimize their return rates.

4 Ways to Minimize Holiday Returns

1. Ensure accurate product information

When customers constantly repeatedly receive inaccurate product information, frustration is inevitable. In fact, it’s been reported that 75% of customers claim their reasons for returning items are due to dissatisfaction with a brand’s inconsistent sizing. Incorrect specifications, such as sizing, lead to disappointment as customers put their trust in a brand but don’t receive the expected result. By ensuring that their product information is accurate and consistent, businesses can reduce the risk of returns and maintain a steady number of customers.

Providing accurate information lowers return rates by ensuring customers have clear expectations about their orders. However, it’s a hard task to transfer and display product information to customers manually.  An easy way to do this at scale is to leverage Akeneo Activation to map and transform your enriched product data to the requirements of each retailer and marketplace, ensuring accurate and complete information for each channel your consumers browse through.

It’s vital for product descriptions to be shown across all channels such as eCommerce sites, brick-and-mortar locations, and social media platforms. However, while having data displayed across all channels is essential for businesses, having accurate data shown is more important. Akeneo supports this with our activation solution that ensures consistent product data is syndicated to the right channels, allowing customers to receive accurate information no matter what platform they’re on, lessening the chances of them returning any products. 

Think about the last time you bought something online. 

Maybe you discovered the item while scrolling through TikTok, then went to Amazon to scroll through some images and browse some customer reviews before ultimately heading directly to their eCommerce site to purchase the product and pick it up at the big box retailer down the road from you.

Now, imagine you’re in charge of a company and you’re looking to purchase industrial equipment or raw materials for manufacturing. You’d expect the purchasing process to look a bit  different, right? 

While B2C is often characterized as spontaneous and driven by quick decisions, B2B purchasing is typically a more complex and deliberate process that involves multiple stakeholders, thorough research, and a formal approval process. Each step is scrutinized because the stakes are higher – the equipment or materials you choose directly impact your company’s productivity, safety standards, and bottom line.

Because of this, B2B sales have historically relied heavily on in-person meetings, printed catalogs, and phone calls with knowledgeable sales reps. Yet B2B buyers today aren’t just decision-makers at work; they’re also consumers accustomed to those digital, omnichannel experiences in their personal lives. They shop for groceries online, buy clothes with a few taps, and rely on personalized recommendations through digital means, and they’re beginning to  expect similar convenience in their professional buying experiences. 

Today, nearly 85% of B2B companies have some digital sales strategy in place, and 90% plan to ramp up their digital sales efforts in the next two years, especially among larger enterprises.

This shift toward a B2C-like experience is essential as the industry faces new demands and challenges. Let’s take a closer look at what’s fueling this change—and how AI is helping B2B companies meet the moment.

The State of B2B

The traditional B2B buying process is often a lengthy, structured journey that involves multiple stages and decision-makers. It typically begins with identifying a business need or problem, which prompts a team to start researching potential solutions. This research phase is meticulous, as B2B buyers aim to find options that align with their company’s goals, budget, and requirements. 

After initial research, the team narrows down potential vendors and seeks detailed information through consultations, product demos, and sometimes trial periods. Throughout this process, various stakeholders—such as procurement, finance, IT, and end-users—may have specific needs and influence over the final decision. 

Once all evaluations are completed and a preferred vendor is identified, negotiations around price, contract terms, and customization often ensue before the formal purchase and onboarding processes are carried out, and the relationship often continues post-purchase to typically include ongoing support, feedback, and sometimes renegotiation. This complex, multi-layered process is designed to reduce risk and ensure long-term value for the organization.

For decades, this approach worked well because buyers relied on seasoned sales reps to help them navigate complex product specifications and make informed purchases. Detailed print catalogs and in-person interactions were the norm, but today’s B2B buyers want the speed and convenience they get from B2C retailers. After all, they’re shopping in their personal lives on platforms that are intuitive, personalized, and highly responsive. So, when they switch to the role of a professional buyer, they’re expecting the same level of ease and customization.

Transitioning to digital as a B2B organization, however, isn’t as simple as flipping a switch. One of the biggest hurdles these companies face is handling vast amounts of product information. Unlike B2C, where products are often simple and straightforward, B2B products tend to be highly specialized and complex; imagine managing product data for thousands of industrial components, each with unique specifications, usage instructions, and compatibility details. Keeping all that information organized, up-to-date, and accessible across multiple platforms is no small feat.

Our recent survey of B2B business leaders found that 99% reported facing at least one major product information challenge. These issues range from missing data fields to inconsistent product descriptions across platforms to outdated technical details in product catalogs. The sheer volume and complexity of B2B product data make it nearly impossible for human teams alone to manage effectively. 

And here’s where technology, specifically AI, can make a meaningful impact.