How to build a profitable B2B business digitally – insights from Nordic Digital Commerce 2025
Blog
3 min
B2B e-commerce is no longer a question of "if" but "how". In Lithium's report Nordic Digital Commerce in B2B 2025, it is clearly stated that digital channels are not just a way to streamline internal processes, but above all a way to improve customer relationships and create growth. Here, Oscar Salomonsson, business area manager E-commerce at Toxic, shares concrete advice for creating a profitable digital B2B business in 2025.
🚀 1. Put the customer at the centre of the digital experience
According to the report, the three most important outcomes of digital sales are:
- Improved customer service (43%)
- Upselling to existing customers (36%)
- Higher customer satisfaction (34%)
My interpretation is that digitalisation in B2B is far more about relationship than transaction. Invest in an e-commerce platform that offers personalised product recommendations, integrated support and smooth onboarding flows (becoming a customer, creating quotes and orders).
Features I think deserve focus include a sales and customer portal. For many companies, it's about more than just an e-commerce purchase — it's an entire procurement process that needs to be taken into account. Everything from internal approval flows, purchasing routines and procurement systems, to being able to get quotes, guidance and follow-up all in one portal. Sales staff and back office should of course be able to meet the customer in their portal, respond to quotes, create orders on their behalf and more. With a clearer focus on bringing internal staff into the customer portal, you can reduce administrative costs and cut the number of licences needed in, for example, an ERP system.
Another important feature is product configurators and smart product filtering. Improved customer service is something the report clearly points to. Creating simple, intuitive filtering or configuration for the customer increases their sense of self-service and reduces incorrect orders. As a B2B player, you can more easily offer sales and guidance around the clock to whichever markets you choose. This is perhaps the clearest profitability factor to capitalise on. Litium PIM is a major enabler for achieving exactly this.
🚀 2. Measure what matters
Only 26% of B2B companies measure actual revenue from digital sales channels. At the same time, pressure to demonstrate ROI is growing.
My recommendation is to start by establishing relevant metrics across the entire customer journey: from traffic and conversion to order value and customer loyalty. Invest in tools for marketing automation and funnel analysis.
Some tools I think work really well in this context:
- Looker Studio (GA4) for visualising traffic and conversion
- Litium Insights for built-in analytics within the platform
- Hotjar for measuring visitor behaviour and optimising UX through heat maps
🚀 3. Bring sales and leadership on board
One challenge highlighted in the report is internal resistance and the cultural shift that needs to happen, particularly within traditional sales organisations. When digital channels are seen as a threat, engagement drops.
My advice is to show clearly how e-commerce actually supports sales, generates leads and frees up time. Surface measurable results internally.
Increased use of a customer portal can mean growing sales (total revenue) without needing to hire, for example, order administrators — creating healthier margins in the process. That money can instead be used to sharpen both delivery and the sales and marketing organisation. Something salespeople will likely appreciate.
🚀 4. Choose the right platform
The report raises an important point about platform selection: avoiding overly complex system landscapes, minimising the number of platforms and ensuring data flows seamlessly across all channels.
B2B comes with complex requirements. Customer-specific assortments, contract pricing and ERP integrations are just a few examples. My tip is to choose a platform with support for B2B-specific flows, an API-first architecture and scalability for growth. Try not to create too many islands — only where the platform genuinely falls short.
To get the most out of your setup, I recommend combining your e-commerce platform with smart add-ons:
- EntityFlow for integration between ERP, CRM and e-commerce
- Briqpay for B2B credit purchasing and invoice solutions directly in checkout
🚀 5. Automate with AI
AI is already being used by 24% of companies to streamline sales, customer service and marketing. A further 32% are planning to introduce it.
My tip is to start with AI for product recommendations, customer support and content production.
Some tools worth looking at:
- EnlinkAI for content, analysis and automated flows
- Litium + AI add-ons for smart merchandising and personalisation
✨ Summary
A profitable digital B2B business in 2025 is built on:
- Customer-centric experiences
- Internal buy-in
- Data-driven decisions
- Technical simplicity
- Reuse of sales resources and relationships in digital form
Tools that help:
- Litium (platform)
- EntityFlow (integration)
- Briqpay (payments)
- EnlinkAI (AI & analytics)
- Looker Studio (GA4) (visualisation & KPIs)
- Litium Insights (operational follow-up)
- Hotjar (heat map tool for UX optimisation)
Start simple. Scale smart. And always keep the customer's needs in focus.
Read more
Umbraco + AI: What exists today and what is on the way?
To say that AI development is progressing at a frightening pace may not be sticking your neck out directly. New models are coming almost every day, and the development does not seem to be slowing down anytime soon. But how can one implement and benefit from it in Umbraco? We will clarify that in this post!
7min
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min
Common problems on large websites and how they can be solved
The larger a website grows, the harder it becomes to manage – both for those who visit it and those who work on it every day. What was once a clear structure with a few sections becomes, over time, hundreds of pages, countless subcategories, and content that has been added in batches over several years without a common plan. The result is rarely noticeable all at once; instead, it sneaks in until one day the visitor can no longer find what they are looking for, while the editor no longer knows where something should be. Now we will go through some of the most common problems on large websites and what usually tends to solve them.
3min
That is why many organizations choose to switch CMS
A CMS, a content management system, is the tool an organization uses to publish and update content on its website. Most organizations chose their CMS a long time ago (often five, ten, or fifteen years ago) and have since built upon it year after year. Over time, it becomes harder to live with the choice one once made. Licenses become more expensive, editors find it increasingly difficult to work in the system, and what once felt flexible starts to feel like a hindrance. Let’s go through some of the most common reasons organizations choose to switch CMS and what they often want to achieve with the change.
3min
What is required of a good IR website?
Trust is what determines how a publicly traded company is perceived by investors, analysts, and shareholders. Much of that trust is built or lost on the web. An IR website (Investor Relations) is the place where investors, analysts, and shareholders turn when they want to understand how the company is doing and where it is headed. For a publicly traded company, the website is not just a communication channel; it is part of how the company fulfills its information obligation to the market. If an IR website is difficult to navigate or lacks the right information, it costs more trust than one might think. In this blog post, we will therefore go through what an IR website actually needs to contain and what distinguishes a good IR website from one that is just there out of obligation.
4min
Ad copy that converts: what actually makes a difference
Most people who want to improve their ads start off wrong. They rewrite headlines, change images, test new CTAs. And sure, that can have an effect, but that's rarely where the big difference lies. When an ad doesn't convert, it's often because something in the chain after the click isn't working. The ad is just the beginning. This is what actually determines whether an ad converts.
3min
Four Swedes were appointed Umbraco MVP 2026. One of them is our colleague Daniel Andersson!
Last week we traveled to Copenhagen for this year's edition of Codegarden, Umbraco's annual conference and the natural gathering point for the entire global Umbraco community. Two days of talks, Umbraco Awards, and that special atmosphere that arises when people who are passionate about the same thing are in the same room. It was there that the news came: our colleague Daniel Andersson was named Umbraco MVP for 2026.
2min
Toxic celebrates 30 years of strong growth, good profitability, and high trust from both customers and employees.
This year, Toxic celebrates 30 years as a digital partner for companies with needs in web, e-commerce, customer portals, system integrations, and digital business solutions. After three decades in an industry that is constantly changing, we continue to grow, with strong results, good profitability, and a high level of trust from both customers and employees.
3min
The self-playing piano in B2B – Read more about the report Nordic Digital Commerce in B2B 2026
The B2B companies in the Nordics have reached a clear turning point. Litium's tenth edition of Nordic Digital Commerce in B2B 2026 shows that 81 percent of the Nordics' B2B companies today enable sales through digital channels, that digital sales on average account for 31 percent of revenues, and that 58 percent plan to increase their budget for digital commerce in the coming year. The discussion is no longer about whether to digitalize sales – but about how to take the next step.
11min
Markvaruhuset chooses Toxic for new e-commerce platform in Litium
Building e-commerce for a player that sells to both businesses and individuals – with different flows, different logic, and high demands for integration with business systems – is a project that places high demands on the right technical partner. Markvaruhuset has chosen Toxic for that assignment.
2min
Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
We are very happy to be nominated once again for the Umbraco Awards. This year we are nominated in the category Best Cloud Solution with our solution for KABE AB.
3min
What is Meta Andromeda and how does it affect your advertising?
Are you advertising on Instagram and Facebook? Then you have probably noticed that the ads don't work quite like they used to. Suddenly, some ads seem to reach the right people while others disappear in the feed. What is behind the change and what does it mean for you as an advertiser? We will clarify that.
4min
Four websites in one solution – new digital platform for Atle
To create a more flexible, scalable, and editor-friendly web environment, Atle has chosen Toxic as a digital partner. Together, we are now developing a new web platform in Umbraco that brings together several companies in a common solution and creates economies of scale in line with the company's growth strategy.
2min
Toxic named Umbraco Contributing Platinum Partner 2025
Toxic continues to strengthen its position within Umbraco and has now been appointed as Umbraco Contributing Platinum Partner 2025 – an international award that highlights partners who actively contribute to developing and strengthening the entire Umbraco ecosystem.
2min
Toxic begins long-term partnership with Qvalify in SEO and Google Ads
Qvalify is one of Sweden's leading companies in ISO certifications, inspections, and assessments. With over 30 years of experience, they help organizations strengthen quality, efficiency, and security through certification of management systems, training, and various types of audits. To increase visibility and create clearer results regarding their training and certifications, Qvalify has chosen Toxic as a long-term partner in SEO and Google Ads.
3min
SEO for B2B – how to reach the right decision-makers in search results
Working with SEO for B2B is a completely different playing field than optimizing for consumers. The decision-making process is longer, more people are involved, and each deal is often worth much more. This means that every click from the right person can be invaluable, while the wrong traffic risks being a waste of time. At Toxic, we work daily with B2B companies and know how to tailor the strategy to reach the decision-makers who can make decisions.
2min
Sebastian Pierre returns to Toxic – as Developer and Consulting Manager
With extensive experience in programming and a clear interest in leadership, Sebastian is now back at Toxic in the role of developer and consulting manager. In this interview, you will get to know him better, hear about his journey into the IT industry, and how it feels to be back at Toxic again.
4min
Toxic enters into partnership with Meson Group for web and PIM on Litium
Meson Group, which is part of Indutrade, is a leading supplier of valves and flow control products to the global marine industry. With headquarters in Laholm, sales offices in Europe and Asia, and a large network of distributors, Meson works with technologically advanced products and extensive information flows. To strengthen its digital presence and create a more scalable management of product data, they have chosen Toxic as a partner to develop a new global website and implement Litium PIM.
3min
How to perform an SEO health check of your website
Just like a car needs maintenance to perform at its best, your website needs to be regularly reviewed. An SEO health check reveals both technical and content-related obstacles that may prevent you from reaching top positions in Google and helps you prioritize the right efforts for better visibility.
2min
Toxic looks back at 2025 – a year filled with energy, development, and highlights
2025 has been a year where much has fallen into place – thanks to brave customers, engaged colleagues, and a shared drive forward. We have launched, celebrated, learned, and developed together, in a time that has required both focus and long-term thinking. As we now summarize the year, we do so with great joy over what we have accomplished – and with even greater curiosity about everything that awaits in 2026. Here are some of the moments that have made 2025 a year to remember at Toxic.
9min