Spain has become, in recent years, the focus of attention for many international companies due to its economic growth. Prestigious media outlets like The Economist have echoed the country’s booming moment, and this past December, named it the best-performing advanced economy of 2024.
One sector that has advanced significantly is B2B e-commerce. In February, another study highlighted the positive direction of the Spanish economy. In this case, it was the latest B2B Pulse survey by consulting firm McKinsey & Company, conducted among 4,000 purchasing and sales managers across 13 countries worldwide.
Through this article and the McKinsey & Company study, we want to analyze how Spain’s B2B e-commerce has evolved in recent years, how it compares to other countries, and how companies can take advantage of this boom.
INDEX
- B2B e-commerce in Spain
- The importance of Artificial Intelligence (AI) in B2B e-commerce
- Customers demand a seamless omnichannel presence
- FAQs about B2B e-commerce
B2B e-commerce in Spain
The most notable result for Spain in the McKinsey & Company study is that the country ranks as a leader in B2B e-commerce growth, with 75% of providers offering some type of digital channel, four points higher than the 71% global average.
The report is based on five key truths (the rule of thirds governs everything, seamless omnichannel is gold, e-commerce is indispensable, hybrid work works, and AI has a lot of potential) to guide B2B companies towards success in the digital world.
In addition to the incredible growth of B2B e-commerce in Spain, the survey reveals that 36% of Spanish companies’ revenues come from e-commerce, also surpassing the global average of 34%. This shows that e-commerce is now the primary B2B sales channel, far ahead of in-person sales, which now account for just 17% of revenue.
Given these figures, there’s no doubt that B2B companies have a great ally in e-commerce that they cannot afford to overlook. Increasingly, more platforms are opening up to B2B sales, from traditional B2C giants like Amazon to B2B-specific portals like Alibaba.com or Europages. Being present on these platforms, which more and more companies are joining, is a powerful way to connect with other businesses and boost visibility.
The importance of Artificial Intelligence (AI) in B2B e-commerce
According to the study, 19% of companies worldwide use generative AI in their buying and selling processes, and 23% are in the implementation phase.
Focusing on Spain, while there is still progress to be made, 34% of companies have adopted generative AI, and 50% of them report seeing a positive impact.
Additionally, data from Eurostat (European Union’s statistical office) from 2023 indicated that 8% of European companies had already integrated some form of AI into their processes. In Spain, according to Cepyme, 9.2% have done so, and among companies with more than 10 employees, the figure rises to almost 12%.
Customers demand a seamless omnichannel presence
The range of possibilities offered by the internet has greatly changed the way we purchase goods and services, both in B2C and B2B sectors. 50% of McKinsey & Company survey respondents confirm that they would switch providers if they don’t receive a seamless and personalized buying experience.
Moreover, 36% of respondents confirm that they actively seek an omnichannel presence and, if they don’t find it, have no problem looking for another provider.
This further reinforces the importance of B2B companies’ digital presence, alongside maintaining strong in-person customer service.
Thus, B2B suppliers must be present across multiple digital channels to avoid stagnant or even declining sales.
If you have a B2B business and don’t know where to start your digital journey or want to improve your online presence, Nativa-PR can help you design a communication strategy tailored to your needs.
FAQs about B2B e-commerce
1. How can a communication agency like Nativa-PR help a B2B company in its digitalization process?
At Nativa-PR, we support B2B companies in their digital transition through tailored communication strategies.
We design custom plans to increase visibility on digital platforms, connect with new audiences, and strengthen media presence, building trust and authority in the sector.
We can create a SEO and content strategy for your website, content strategies for social media, and connect you with general and specialized media.
Write to us! We’re ready to help.
2. Why is communication and public relations important in B2B e-commerce?
Because in an increasingly competitive digital environment, it’s not enough just to exist—you need to stand out.
PR (Public Relations) allows a brand to position itself as a reference, generate valuable content, and convey credibility, directly influencing customer perception and, ultimately, purchasing decisions.
If you’re looking for public relations support in Spain or Mexico, Nativa-PR can help you.
3. Which digital channels should a B2B company prioritize to improve its online presence?
It depends on the sector and the customer profile, but in general, it’s fundamental to have:
- An optimized website
- A presence on relevant B2B platforms (like Alibaba or Europages)
- Strong SEO strategy
- Active presence on LinkedIn
Additionally, a content strategy combined with appearances in specialized media can make a real difference.
At Nativa-PR, we can help you achieve it.
B2B e-commerce in Spain (Key Figures)
Data from the McKinsey & Company B2B Pulse survey (4,000 respondents across 13 countries):
- Spain is a leader in B2B e-commerce growth, with 75% of providers offering some type of digital channel, beating the global average of 71%.
- 36% of company revenues in Spain come from e-commerce, surpassing the global average (34%).
- 19% of companies globally are already using generative AI in their buying and selling processes, with 23% implementing it.
- In Spain, 34% of companies have adopted generative AI, and half of them have seen a significant positive impact.
- E-commerce is the main B2B sales channel, accounting for 34% of total revenues, with in-person sales now representing only 17%.
- Over 50% of B2B buyers would switch providers if they do not get a seamless, personalized experience.
“Companies that fail to seamlessly integrate their digital and in-person channels risk falling behind,” says Enrique González Campuzano, Senior Partner at McKinsey & Company.
- In 2024, 20% of B2B companies have handled purchases worth between 1 to over 10 million dollars without any face-to-face interaction, up from 15% in 2022.
- 36% of respondents (globally) demand a seamless omnichannel experience; otherwise, they quickly seek a new provider.
- The “Rule of Thirds” applies everywhere: at any stage of the buying process:
- One-third of customers expect in-person interactions,
- One-third prefer remote communications,
- One-third opt for digital self-service options. This rule holds true across geographies, industries, company sizes, and types of purchases (new or repeat, high or low value).
- 41% of respondents prefer in-person interactions when engaging with new suppliers, and 40% prefer in-person when buying something for the first time.
Thus, B2B providers must not neglect in-person interactions while striving for remote and digital excellence. - Reasons for customer loss apply to both traditional and digital communications:
- 54% would change providers due to poor digital customer experience,
- 51% cite lack of consistent follow-up across channels,
- 51% would switch if they are not connected with the right person.
The takeaway: invest and reinvest in a cohesive, integrated omnichannel experience.
- 71% of B2B respondents offer some form of e-commerce, with online sales now representing 34% of total revenues.
For the fourth consecutive year, those who sell online rank e-commerce as their most effective sales channel. - 30% of adapters, 38% of innovators, and 35% of explorers earn the majority of their revenue through e-commerce.
By comparison, only 20% of adapters, 19% of innovators, and 13% of explorers generate most of their revenue through in-person sales, the lowest figures seen post-pandemic. - Consequently, companies are investing more in e-commerce:
- One-third of respondents increased investment by 11% or more.
- The biggest movers are explorers (45%), followed by innovators (37%), and adapters (24%).
The takeaway: e-commerce is the backbone of omnichannel strategy.