Product Recommendations B2B Enhancements Released

Product Recommendations B2B Enhancements Released

Adobe has released significant enhancements to Product Recommendations, bringing powerful AI-driven recommendations to B2B merchants for the first time. Combined with expanded PWA Studio support, these updates strengthen Adobe Commerce for merchants operating across B2B, B2C and hybrid models.

What's New for B2B

Product Recommendations has historically been optimised for B2C merchants. With this release, Adobe has adapted the feature set specifically for B2B workflows, where buying behaviours, customer hierarchies and purchasing processes differ significantly from consumer commerce.

Account-Based Recommendations: Recommendations now account for shared catalogues, role-based visibility and company-level purchasing patterns. If a buyer belongs to a company with specific product restrictions, recommendations respect those boundaries whilst still delivering relevant suggestions.

Bulk Order Considerations: B2B buyers often purchase in larger quantities. The recommendation engine now understands bulk order context, suggesting complementary products and highlighting volume discounts that matter to wholesale and enterprise buyers.

Purchase History by Role: In B2B organisations, different roles have different purchasing patterns. Recommendations now factor in role-specific history, delivering suggestions that align with each user's responsibilities and authority.

PWA Studio Storefront Support

PWA Studio, Adobe's open-source toolkit for building Progressive Web App storefronts, gains full support for Product Recommendations. This means merchants building custom, decoupled storefronts using PWA Studio can now leverage intelligent recommendations without additional engineering overhead.

For merchants pursuing headless commerce strategies, this support is particularly valuable. You can build bespoke, high-performance storefronts whilst retaining access to Adobe Sensei's recommendation intelligence.

Why This Matters

B2B e-commerce is booming, and merchants operating in this space face unique challenges. Complex buying processes, multiple decision-makers and specific compliance requirements demand tailored solutions. These enhancements signal Adobe's commitment to supporting B2B merchants with features that actually understand their business.

For PWA Studio users, this release removes a previous limitation. Custom storefronts no longer mean sacrificing intelligent recommendations—you can build the exact customer experience you envision whilst leveraging Adobe's AI to drive conversion.

What Merchants Should Do

If you operate a B2B store or are considering a headless storefront using PWA Studio, now is the time to evaluate Product Recommendations in your environment. Test how B2B-specific recommendations perform with your customer base, and measure the impact on average order value and repeat purchase rates.

These updates represent a meaningful expansion of Adobe Commerce's capabilities, bringing enterprise-grade AI recommendations within reach of merchants who previously couldn't fully leverage them.