b2b.store and Lumina Intelligence launch 2025 Wholesale Online Report

Annual industry report is launched, fuelled by b2b.store data and expertise

b2b.store has partnered with Lumina Intelligence to deliver the UK Wholesale Online Report 2025, a data-rich study that charts the evolution of digital commerce across the UK wholesale sector.

The report draws heavily on b2b.store’s live eCommerce data – collected across 15 UK wholesalers’ websites and apps – offering unparalleled insight into shopping behaviour, search trends, conversion rates and device usage among retailers and foodservice operators.

The UK Wholesale Online Report also includes aggregated data from customers of b2b.store’s WhatsApp Business API platform, ProConnect, to reveal usage and industry trends.

There is also an interview with b2b.store CEO Rob Mannion, who is one of a handful of experts asked to give their opinions on AI development and what this could like for the wholesale sector in the future.

“We’ve been working with Lumina Intelligence to produce the Wholesale Online Report for several years now and it’s always great to play such a key part in what’s an important industry read,” said Mannion.

“Over the years, the report has grown to include more than simply eCommerce, so to be inputting with WhatsApp data and discussing AI development is also a great example of why this is a must-read report.”

The report is packed with more than 125 pages of content, providing brands who purchase it an in-depth view of what’s going on online.

Key findings include:

• Online continues to grow as the main wholesale channel
• Retailers and foodservice operators show distinct digital missions
• Mobile-first ordering and WhatsApp engagement are rising fast
• UX and support tools are key to reducing friction and driving conversion
• AI and automation are reshaping how wholesalers trade and communicate

“Our partnership with b2b.store has given us a unique window into how the UK wholesale sector is evolving online,” said Lumina Intelligence’s Senior Insight Manager Martina Di Rocco.

“The data paints a clear picture: digital adoption is accelerating, and AI is playing an increasingly important role in creating smarter, more personalised customer experiences.”