Our latest B2B Store update connects what’s happening in the world with what’s available to buy—helping retailers spot opportunities as they shop.

A change in the weather. A big sporting weekend. Students arriving for university. Each can influence what customers buy—and what retailers need on their shelves.

Our latest update brings that context directly into the B2B ordering experience. Alongside a refreshed design across every page, from the homepage through to checkout, we’ve introduced AI-powered insights that help retailers discover relevant products and understand why now might be a good time to stock them.

From an upcoming event to a relevant product

The redesigned homepage features an insights bar that highlights events and conditions that could influence demand. These might include local weather, sporting fixtures, festivals or seasonal occasions such as back to school, Christmas, New Year and Diwali.

The AI connects those opportunities with the categories and products the wholesaler actually stocks, bringing relevant prompts into view while customers are placing an order.

Hover over an alert and a panel explains the opportunity, with a breakdown of the relevant categories. From there, customers can click through to a fuller selection of products and continue shopping.

It creates a straightforward path: spot an opportunity, understand its relevance and explore what to stock.

Useful context, at the point of purchase

The screenshot shows one example: university freshers’ weeks. The insight highlights the potential demand for grab-and-go refreshments, quick snacks and budget essentials, then links customers to relevant categories, including energy drinks, soft drinks and price-marked crisps.

A retailer placing their usual order can immediately see a reason to consider additional products or prepare for a change in demand.

The same principle applies throughout the year. Warmer weather might prompt customers to explore drinks categories, while an approaching celebration could highlight relevant food and confectionery lines. The value lies in connecting the occasion to an available range, at the moment the customer is deciding what to buy.

Relevant to each wholesaler

The insights are tailored to the wholesaler’s location and stocked range. Different wholesalers can therefore see different alerts, reflecting the events and products relevant to their business.

That local context matters. A useful buying prompt should relate to the market a wholesaler serves and lead customers towards products they can actually order.

A refreshed experience from homepage to checkout

These AI features are part of a wider redesign that runs through every page of B2B Store, sharpening the experience all the way to checkout.

We’ve integrated the insights subtly into the shopping journey, making them easy to explore as customers browse.

For wholesalers, it’s another way to bring their range to customers’ attention. For retailers, it adds timely context to everyday purchasing decisions.

We’re pleased to bring this latest update to B2B Store: a refreshed platform that helps customers connect what’s happening around them with what belongs in their next order.