Why “Shopify for B2B” Might Finally Work — Thanks to AI

This newsletter was originally posted on LinkedIn

For years, entrepreneurs and investors have been chasing the dream of a “Shopify for B2B” — a seamless, digital-first experience for business buyers. But adoption has been stubbornly slow. Despite the proliferation of platforms, most B2B buyers still prefer to call, text, or email their orders. Even the best interfaces haven’t been enough to shift ingrained habits.

That may finally be changing.

Two emerging AI tailwinds are starting to unlock real momentum — bringing us closer to a future where B2B eCommerce actually works for both buyers and sellers.

1. AI Enables Omnichannel Ordering — Without Forcing Behavior Change

One reason adoption has lagged: buyers don’t want to change how they buy. Calling a rep, texting a PO, or sending an email feels fast and personal. Redirecting them to a portal — even a beautiful one — can feel like a step back.

AI helps platforms meet buyers where they are:

• Voice agents can take calls, capture orders, and resolve basic requests — automatically.
• Natural language tools can extract order info from emails, texts, or chats and sync it directly into backend systems.

This means buyers can keep using familiar channels — while sellers finally benefit from digital order capture: faster processing, fewer errors, and better data.

Example: Djust.io — which has a B2B e-commerce platform as well as AI tools to accept orders for customers who choose to interact using traditional channels.

2. AI Makes Complex Catalogs Searchable and Useful

B2B product catalogs are messy: technical specs, cryptic SKUs, inconsistent naming conventions. Traditional search tools rarely deliver a smooth experience.

AI makes product discovery radically easier:

• Search engines can now interpret natural language queries and map them to the right product — even when the buyer doesn’t know the right jargon.
• Personalized recommendations help buyers find what they need based on purchase history or project context.
• Automated catalog management keeps inventory, specs, and pricing consistent across channels.

Buyers get a better experience. Sellers get fewer errors and more conversions.

Example: Kaavio.ai goes deep into the technical specs of products to create a relevant taxonomy automatically using AI.

Why This Matters Now

AI’s impact isn’t hypothetical. Today, 67% of B2B eCommerce companies already use AI to drive growth, and 90% say it’s critical to their strategy.

The shift isn’t just about digitizing transactions — it’s about making the customer experience faster, easier, and more personalized. Finally, eCommerce can fit how B2B buyers actually operate.

Bottom Line

After years of false starts, B2B eCommerce may be having its moment. AI is solving the two biggest blockers: it’s digitizing traditional channels without requiring behavior change, and it’s making dense product catalogs actually usable.

For founders, distributors, and investors, the “Shopify for B2B” dream is no longer just wishful thinking. With AI, it might just work.