Each of this stuff are true:
- The commerce options market continues to evolve, and extra distributors that when specialised in B2B or B2C use instances now solely cowl the opposite mannequin, as properly.
- Some distributors nonetheless present deep specialization — typically solely — in a single mannequin or the opposite.
As we proceed to witness the mixing of B2B and B2C commerce fashions, I’m thrilled to share that our newly launched report, The Commerce Options Panorama, Q1 2026, unites B2B and B2C commerce options in a single, complete view. On this analysis, a lot of the 23 distributors chosen each B2B- and B2C-specific prolonged use instances as their present areas of focus. Even when Forrester researched B2B and B2C distributors in separate reviews, nearly all of distributors and standards had been repeated in each reviews.
Distributors’ Go-To-Market Focus Areas Reveal Specialization
Regardless of the overlap, it’s essential that we present the specialty areas of focus for distributors that select only one lane, in addition to the specialised strengths for broader options.
For the panorama report, distributors choose as much as three prolonged use instances to symbolize their present areas of focus. In fact, their picks don’t point out the total breadth of help their options provide, however they do point out their focus available in the market proper now.
Specialization turns into clear in distributors’ use case picks:
- 4 distributors chosen no B2B-specific use instances. Adobe, ESW, SCAYLE, and VTEX point out that they’re all-in on B2C use instances. Adobe, SCAYLE, and VTEX additionally showcased their give attention to B2B2C use instances, by which manufacturers handle distributors or franchises. ESW known as out its further help for suppliers (e.g., web/cable suppliers) that promote digital providers or subscriptions.
- 5 distributors chosen no B2C use instances. AppDirect, DynamicWeb, Elastic Path, Sana Commerce, and Spryker made clear their give attention to B2B. AppDirect provides help for retailers promoting drop-shipped items. DynamicWeb, Elastic Path, and Spryker additional help B2B2C use instances, whereas Sana Commerce stayed true to 100% B2B-focused use instances.
- Fourteen distributors chosen at the least one use case from each B2B and B2C. This market is essentially converged throughout promoting fashions. Keep in mind that distributors with broader performance usually are not essentially weaker in specialty areas; in reality, many are longer-standing options which have constructed out diversified performance over time.
Vendor Choice Requires Deeper Exploration
The eight use instances represented on this panorama report comprise solely the highest-level view of what these distributors provide. Along with shortlisting based mostly on promoting mannequin, refine your shortlist by:
- Digging into the extra use instances that fit your want. As an example, in case your group is a supplier that sells digital providers or subscriptions, you’ll discover that simply two distributors (AppDirect and ESW) identify that use case as a present, prime precedence. Equally, if you wish to arise a web site to promote drop-shipped items, two distributors (AppDirect and Kibo Commerce) focus there.
- Eradicating distributors by way of means of elimination. If you happen to’re a retailer, you’ll discover that extra distributors prioritize your main use case (promoting to shoppers in your owned digital channel). In that case, you may remove people who didn’t select this use case as a present precedence.
- Leaning in your Forrester analyst that can assist you set up your checklist. Keep in mind that Forrester shoppers have entry to us! Ebook a steering session and let me assist you to slender down your checklist. The newly mixed commerce Forrester Wave™ analysis will publish later this yr. Within the meantime, we now have B2B and B2C information to tug from, plus the continuing evaluation that continues between analysis cycles.
Get in contact along with your questions on this blended analysis and for assist along with your vendor choice.
