Nearly half of UK B2B firms halt tech investment in 2026 despite widening digital sales gap

Commerce, the parent company of BigCommerce, has released findings from its ‘The Inevitable Shift’ report with YouGov and PayPal, which conclude UK B2B businesses risk falling behind in digital commerce.

Worryingly, 44% are planning no investment in technology in 2026, with 42% admitting they have no ecommerce tech stack in place, signalling a major barrier to online sales growth. Findings from the report highlight a growing gap between digital expectations and business readiness, with the challenge particularly acute in some sectors.

In hospitality and leisure, 80% of businesses lack an ecommerce stack, while 61% have no plans to invest in technology this year, pointing to stalled digital momentum across the industry. Construction firms show a similar trend, with 61% also reporting no planned tech investment.

This lack of investment risks stalling growth, especially as early adopters report clear commercial gains. Among IT and telecoms firms that have integrated AI with ERP and payment systems, 43% say it has improved commercial performance. Payments remain a critical pressure point according to the findings.

While 65% of large B2B organisations (250+ employees) say payment flexibility is important, the majority (60%) still rely on traditional bank transfers. More modern options such as buy now, pay later and trade credit remain underutilised, used by just 8% and 16% of firms.

It is clear many UK B2B businesses are failing to meet evolving buyer expectations, as digital-first experiences and flexible payment options become standard across commerce. B2B commerce is at a turning point. While some businesses are investing with clear intent, many others risk being left behind.

A basic website or online quote form is no longer enough to compete. To unlock growth, B2B organisations need to think holistically about their digital capabilities – from ecommerce platforms to integrated payment systems – to deliver the seamless, flexible buying experiences customers now expect. – Andrew Norman, General Manager EMEA, Commerce