This blog has been written in collaboration with our friends at SparkLayer, trusted experts in B2B ecommerce. With their deep industry insights and hands-on experience, SparkLayer brings a valuable perspective to the evolving landscape of sustainability in B2B.
Sustainability within ecommerce has long been associated with B2C and a mere peripheral value within B2B - but all that’s now changing. With an ever-increasing pool of wholesale businesses to choose from, buyers can afford to be pickier.
B2B eCommerce experts, SparkLayer, share 6 key insights into navigating these changing expectations in this guest post…
1. B2C standards are shaping B2B expectations
The line between B2C and B2B experiences continues to blur. We already know that consumer buying behaviours shape what B2B buyers come to expect.
When everyday consumers demand personalised experiences, one-click reordering, and real-time delivery updates, these standards quickly become the norm across all channels - including wholesale and B2B. So it’s no surprise that eco-friendly ecommerce has been poised to hit the wholesale market for some time now.
To remain competitive, B2B businesses must respond to these shifting demands and mirror the values consumers now deem essential. With more millennials in B2B buying roles, it makes sense that there’s an increase in climate-conscious consumers expecting B2C values from wholesale brands.
2. The technology for a greener system is already here
It’s no longer acceptable for B2B brands to use ‘lack of tools’ as a reason for bypassing or ignoring sustainability. Digital solutions have caught up, and they’re making eco-friendly fulfilment more achievable than ever.
Take SparkLayer’s stock location management tool, for example. This allows businesses to fulfil orders from the closest possible warehouse or distribution hub, cutting down on emissions and reducing delivery miles.
Similarly, merchants can apply product-level order rules to reduce waste and create more efficient packaging and shipping. Brands can configure requirements for full-pallet orders or batch products into fixed quantities to optimise packaging and improve shipment tesselation, ultimately reducing carbon output. Sustainable infrastructure isn’t on the horizon - it’s already here.
3. Sustainability is a strategic differentiator
While we like to encourage brands to become more sustainable for the sake of the climate, there’s no denying that it’s also a strategic move.
New B2B brands are cropping up daily (including more and more B Corp-certified ones), so differentiating in the market is becoming increasingly important. While product quality and pricing are the most obvious elements to adjust in order to stay competitive, company values are becoming crucial considerations.
This shift means that sustainability is more than just an internal goal or milestone to aim for; it’s a commercial advantage. Procurement teams are under pressure to select partners who demonstrate ethical and sustainable practices, meaning reputation now plays a direct role in the decision-making process.
Brands that can prove their commitment to environmental responsibility will pull ahead, especially as buyers aim to align themselves with suppliers who reflect their own values!
4. Data-driven insights reduce waste and emissions
With advanced tools like SparkLayer Analytics (powered by Conjura), merchants can tap into key metrics to make more informed, sustainability-focused decisions.
By analysing patterns in purchase frequency, product preference, and pre-orders, businesses can forecast B2B demand with greater accuracy. The result? Smarter stock control, reduced overproduction, and fewer unsold goods gathering dust in warehouses.
The more insight brands can have into their buyers, the more accurate their inventory management can be. Ultimately, the more you know about your customers, the less likely you are to overstock, which directly supports waste reduction and leaner, more efficient operations!
5. Procurement is becoming purpose-led
Sustainability’s showing up on more and more procurement checklists, and it’s not just box-ticking. B2B buyers are being held to ESG (Environmental, Social, and Governance) targets, which means they’re looking for suppliers who follow through on doing the right thing!
B2B merchants must start offering more than great products and good service; they need to provide visibility into their environmental impact, carbon footprint, and ethical sourcing practices. It’s not just about price and product anymore - wholesale buyers want to know who they’re buying from and what they stand for.
Whether it's energy usage, packaging choices, or emissions tracking, brands that can show clear, measurable action are starting with a serious edge. If your competitor can show they’re reducing waste and you're still figuring it out? That could be the difference between winning the deal or losing it…
6. Sustainability equals employee retention
As we mentioned, millennials are now making up a significant proportion of B2B buyers - and the overall workforce. This generational shift comes with a change in values, which businesses need to consider if they want to attract the best talent - and more importantly, keep it.
More people than ever before want to work for companies that actually care about their impact on the climate. Whether it’s warehouse staff or sales reps, employees are proud to represent brands that are doing the right thing. It boosts morale, helps with retention, and can support businesses in attracting top employees who are increasingly looking for purpose alongside a paycheck.
Essentially, if you’re not building a business that people feel good about working for, you’re already on the back foot.
Learn more about SparkLayer and their B2B functionality!