Nearly Half of UK B2B Firms Halt Tech Investment in 2026 Despite Widening Digital Sales Gap

Why It Matters

The findings highlight a looming competitive disadvantage for UK B2B firms that ignore digital transformation, threatening revenue growth and customer retention as buyers demand seamless, flexible online experiences.

Key Takeaways

• 44% of UK B2B firms plan no tech investment in 2026.
• 42% lack any ecommerce technology stack.
• 80% of hospitality and leisure firms lack an ecommerce stack.
• Only 8% use buy‑now‑pay‑later; 16% use trade credit.
• AI‑enabled ERP improves commercial performance for 43% of IT/telecom firms.

Pulse Analysis

The Commerce‑commissioned study underscores a widening digital divide in the UK B2B sector. While a minority of firms are accelerating investment in platforms, AI, and integrated payments, nearly half are deliberately pausing spend, leaving them vulnerable to competitors that can offer faster, more personalized buying journeys. This inertia is not merely a budgetary choice; it reflects a broader uncertainty about ROI and the complexity of stitching together legacy ERP, CRM, and payment solutions. Companies that fail to modernise risk losing market share as buyers increasingly expect the same frictionless experience they receive from B2C retailers.

Sector‑specific data reveal that hospitality, leisure and construction are lagging hardest, with 80% and 61% respectively lacking an ecommerce stack and planning no new tech spend. Payment flexibility compounds the problem: although 65% of larger B2B firms cite flexible payment terms as critical, only 8% have adopted buy‑now‑pay‑later and 16% use trade credit, relying instead on traditional bank transfers. This mismatch between buyer expectations and supplier capabilities creates friction, longer sales cycles, and higher cart abandonment rates, especially for high‑ticket, repeat‑order purchases common in these industries.

For firms that have taken the plunge, the payoff is evident. AI‑enhanced ERP and payment integrations have boosted commercial performance for 43% of IT and telecom companies, demonstrating that technology can translate directly into top‑line growth. The path forward involves building a holistic digital commerce stack—combining a robust ecommerce platform, seamless ERP integration, and modern payment options—to meet evolving buyer demands. Companies that act now can capture untapped revenue, improve cash flow, and position themselves as digital leaders in a market that is rapidly redefining what B2B commerce looks like.