Top Ecommerce Trends For Food and Drink Wholesalers in 2025

In 2024 food and drink wholesalers faced a transformative year marked by ongoing economic pressures, sustainability initiatives and technological advancements. While operational costs and rising customer expectations have presented challenges, these factors have spurred innovation across the sector. Many wholesalers have embraced digital solutions to enhance efficiency, streamline operations, and meet the growing demand for convenience. Below we’ve summarised the top ecommerce trends of 2025 that will continue to support your digital transformation.

A Continual Shift to Digital-First Sales

The increasing shift to digital-first sales is set to continue for wholesalers in 2025 with 80% of B2B sales projected to take place online by the end of the year. That is up from just 13% in 2019 (Gartner). This seismic growth shows no signs of slowing down either. Statista reports that by 2025 more than half (56%) of a B2B company’s revenue will come from digital channels, up from 32% in 2020.

So, what does this mean for wholesalers? It’s a clear sign that customers expect succinct and seamless buying experiences. So businesses that optimise their ecommerce platforms are best positioned to capture this growing demand.

Sector-Led Ecommerce Solutions Replacing Outdated Systems

As the number of online B2B customers increases, more and more businesses are becoming aware of the limitations of their current ecommerce platforms, whether it’s a legacy system or one that just lacks the relevant b2b functionality. 

There is also an ever-increasing level of digital sophistication that food and drink wholesalers may be missing out on because they’re not supported by the right ecommerce platform. Things like omnichannel capabilities that deliver consistency across all channels, new sales channels, better content management, product information management and superior integration with all business processes. All of these are crucial for avoiding problems caused by inconsistent and inaccurate information.

Technology is constantly moving forward so there is always something new. Therefore, having a digital-first ecommerce platform is essential for integrating new business solutions more easily.

AI Helping to Drive Efficiency and Productivity

Artificial intelligence has been one of the hottest topics in the world recently with many tools, platforms and solutions utilising AI to help you work smarter, faster and more cost-effective. For wholesalers, AI is being applied to streamline operations and improve efficiency, from demand forecasting and inventory management to product information management and personalisation. The beauty of AI is its ability to help you work smarter, not harder, all while delivering a better customer experience.

Sustainability Is A Key Priority for Businesses and Customers

Sustainable wholesale operations are now crucial as customers and regulators demand more eco-friendly business practices. These initiatives range from switching to sustainable packaging to implementing green logistics strategies such as energy-efficient warehousing and route optimisation.

Beyond the clear environmental benefits, these initiatives influence your brand reputation and help build brand loyalty. Customers are more likely to stay loyal to businesses that align with their own values. Demonstrating your commitment to going green on your ecommerce site is a powerful way to set yourself apart.

Personalisation Is More Powerful Than Ever

Tailored product recommendations are not only proven to increase sales but can make your customers feel understood and valued. In a crowded market, personalisation will set your business apart by delivering unique, memorable interactions that your competitors might not offer. Whether that’s a personalised product recommendation, tailored email campaigns, or account-based marketing, these strategies foster stronger customer relationships and drive repeat business.

Personalisation also simplifies the decision-making process for your busy customers, making their path to purchase faster and more efficient. As a result, more and more wholesalers are adopting dynamic pricing strategies that use real-time data to adjust prices based on customer market conditions, customer behaviour, and competitor activity. This flexible approach ensures you can stay competitive while maximising profitability.

Unified Commerce Creating Seamless Customer Experiences 

Customers don’t think in channels—they want a consistent experience on your website, via a mobile app, or in-store. For wholesalers, this means unifying systems so that pricing, inventory, and customer details are always accurate and up-to-date. It’s about removing friction and making it easy for customers to buy from you, no matter how they engage.

These trends shaping wholesale ecommerce in 2025 are exciting but also present challenges for businesses. However, we’ll continue to dive into practical strategies and insights to help you leverage them effectively.

In the meantime, to learn more about how Oporteo can support your business in this rapidly evolving ecommerce landscape, visit our website or contact one of our experts. Let’s work together to future-proof your ecommerce operations.

The post Top Ecommerce Trends For Food and Drink Wholesalers in 2025 appeared first on Oporteo.