10/13/2026
Digital commerce is gaining ground. Proving what it contributes? That’s still the hard part.
The 2026 State of B2B eCommerce research reports that 81% of B2B practitioners are investing in AI, up from 68% in 2025. Yet moving offline business online remains a defining challenge for 56% of organizations, and proving ROI is still one of the toughest jobs.
Why? Traditional measures like gross margin and sales rep productivity don’t show the full contribution of digital. And when commerce, ERP, CRM, PIM, inventory and pricing data don’t connect, it’s difficult to trace digital engagement through to revenue.
Product data matters, too: bad product data is the number one barrier for the second year running.
Another dashboard won’t solve disconnected data. A connected data model, clean product information and traceable order flows can help make digital revenue easier to understand and attribute.
At Virtina, we design the data layer, not just add more tools. With 2,500+ projects, certified expertise across 10+ platforms, 5-minute response times and end-to-end support under one roof, we help B2B teams build commerce they can measure with confidence.
Explore how we can help at virtina.com.