Despite its traditional nature, the Russian B2B sector is experiencing noticeable growth today – largely due to digitalization, a change in purchasing behavior and adaptation to new technologies. In this article, we consider the general trends, trends and locomotive industries driving the market forward.
Development amid conservatism
Five to seven years ago, the format of working with B2B clients was very different from B2C: long procurement cycles (sometimes several months), a high proportion of government contracts, fixation on formal processes and coordination with management.
However, the situation has changed in recent years:
- The costs of maintenance, logistics and equipment increased: this led to a decrease in the cost of production.
- Due to the sanctions, the demand for domestic goods increased: in 2025, their share in Russian retail amounted to 60%.
- There was an update of personnel: experts accustomed to automation, AI and online interaction replaced the “old school” specialists.
As a result, digital technologies from “just an option” have become a prerequisite. There were e-commerce systems, specialized marketplaces and integrations with CRM/ERP. This caused growth in directions where stagnation had previously been observed.
Changes in individual industries: characteristics and features
Industry and manufacturing
For the first half of 2025, production in mechanical engineering, metallurgy, manufacturing and chemical production grew by 1.3% compared to last year.
Due to active import substitution, manufacturers are forced to adapt – to look for solutions that will ensure high quality products. The emphasis is on the modernization of equipment and automation of processes: they become the procurement driver. For example, domestic software, which is used by 50% of enterprises.
The state also provides support: it provides funding and launches national projects that will lead the country to technological leadership in the next 5 years. The main tool is the Industrial Development Fund: thanks to it, 650 billion rubles have been allocated to expand production.
Fuel and energy complex
Despite the sanctions, Russia is one of the three world leaders in oil production, ranks second in gas production and first in the construction of nuclear power units.
The main task in a crisis is to obtain technological sovereignty, diversify the market and reduce dependence on monopolies in the energy industry.
The emphasis is on updating heating networks, increasing their energy efficiency and safety. The advantage is given to suppliers who provide not a separate component (for example, the supply of gas or hydrogen), but a comprehensive system – with service, guarantees and integration. For example, Rosatom projects that combine fuel supply, construction and financing.
Agro-industrial complex (AIC)
In 2025, the yield of grain crops increased by 12%: from 30.2 to 33.7 centners per hectare of land. However, the percentage of digital adoption remains 2.7 times lower than in the United States – 27.2% versus 75.5%. To increase the performance in the global market, significant changes are required: household modernization, automation of agricultural lines and robotization of production.
Work has already begun: in 2024, 3 billion rubles were allocated for the digitalization of the agro-industrial complex. Demand for modern equipment and comprehensive support is growing. For example, precision farming technologies used by 60% of farms: satellite field monitoring systems, unmanned agricultural equipment (tractors, harvesters), digital twins, moisture and soil fertility sensors.
Infrastructure and construction
Now, Russia plans to develop actively the road network: in 2026, 773.2 billion rubles were allocated for the implementation of the corresponding national project. The changes will also affect communal systems: by 2030, it is planned to switch to polyethylene pipes, modernize 50,000 km of engineering networks and at least 2,000 drinking water supply facilities.
Other infrastructure facilities do not stand aside. Factories, logistics complexes, warehouses – all this requires modernization of lighting, electrical solutions and automation of systems. The nuance is that B2B clients do not have the opportunity to look for a new contractor every time: they build constant and long-term cooperation. Therefore, companies capable of offering a turnkey format and decent service have extremely high potential.
Digitalization and IT solutions
Innovation in the IT sphere is the main goal of the national project “Data Economy and Digital Transformation of the State.” Among its main tasks: to introduce AI, create digital platforms, switch to domestic software and develop an information security system. In 2026, 155.3 billion rubles will be allocated for their implementation, in 2027 – 168.9 billion rubles, and in 2028 – 183.7 billion rubles.
Although this area does not belong to the traditional “equipment procurement industry,” IT solutions (online platforms, analytics, IoT services) are becoming a key aspect for all sectors of the economy.
Trends that determine the point of crisis
Development of marketplaces
In 2024, the volume of the Russian e-commerce market in the B2B segment reached 1.55 trillion rubles, exceeding the figure two years ago by 74%. Online channels accounted for 34% of the revenue of B2B companies: this indicates a significant potential for digital sales.
Key e-commerce platforms include specialized B2B marketplaces (Alibaba, GFC, Сделки.ру), online stores of suppliers, as well as wholesale sections of familiar sites – OZON, Wildberries, Yandex Market.
Already 65% of Russian companies use the marketplace model in their purchases. Now all stages – from the search for a product and its comparison to the order and logistics – take place in one place. This fundamentally changes the B2B sales model, shortens the deal cycle and increases its “transparency.”
Procurement digitalization
Last year, the volume of commercial online purchases rose to 39.2 trillion rubles. According to the forecast, by 2030 this figure will reach 103 trillion.
E-commerce platforms with e-commerce modules, electronic document management (EDM) and integration with ERP/CRM played a key role. Now you can select an item online, study its characteristics and make a payment.
Introduction of artificial intelligence
In 2025, the Russian AI market reached 168 billion rubles, 50 billion of which fell on software solutions and IT services. AI automates processes, speeds up work, allows to interact with data arrays and modernizes familiar tasks: for example, demand forecasting, inventory management or procurement optimization.
Companies that have implemented neural networks have increased revenue by 5-15% and reduced costs by 10-30%. For example, Sberbank uses AI to generate reports, process loan applications, and identify and prevent fraud. Rostelecom controls the work of housing and communal services employees using CCTV cameras, and T-Bank delegates routine tasks to AI assistants in five areas: call management, investment, shopping, travel and child safety.
Personalization
The ability to receive customized offers that meet a specific request is important for 77% of B2B buyers. Behind any corporation there are human beeings who value convenience, individuality and meeting expectations.
To build a long-term relationship with your business, use the following tools:
- marketing of key customers – specific offers through integration with the sales department;
- customer data platform – deep analysis of the audience, segmentation and collection of information about each of its representatives;
- individual offers, newsletters and promotions – adaptation to the needs of the client and his situation;
- loyalty system – user retention and trust building.
Standalone selling
In 2025, 61% of B2B buyers prefer to go the way to purchase on their own, without the participation of a manager – to fill out an application, download documents or request a bill. The simpler and more understandable the processes are built, the faster they will perform the target action and return again.
For example, if you sell agricultural machinery in Moscow, and your customers are farmers from St. Petersburg, it will be much more convenient for them to place an order through the site than to fly to the office. Therefore, it is important to think over the user’s path at every stage (online store, marketplaces, social networks) and minimize the ‘bumps’ that he may stumble over.
This aspect is applicable to those areas only where you can purchase goods without additional advice – for example, retail. Production and industry work according to other laws: most often, negotiations are conducted live to take into account all the nuances.
Focus on an integrated approach
In 2025, the B2B segment is waiting not for individual products (for example, lighting installations), but for full support with assistance – including after the conclusion of the deal. Therefore, the ability to sell full-scale solutions based on operation and modernization increases your competitive advantage and prolongs the customer’s LTV.
Conclusion
Contrary to traditional restraint, the Russian B2B market is undergoing a major transformation. Digitalization and AI tools are changing the game: customers want to close deals faster, receive personalized offers and feel supported at all stages. Suppliers that cannot adapt to new conditions risk being left behind.
For marketers, the focus is also changing. Now the task is to sell not a product, but a “solution + service + digital experience + trust.” If you work in the segment of electrical engineering, control systems or industrial equipment, now is the perfect time to:
- integrate into digital channels;
- rethink a unique sales proposition;
- build processes for a new type of customer who wants speed, convenience and trust.
By Alina Boldyreva, expert in industrial and B2B marketing, director of strategic marketing at Russian Light