Where wholesale is heading next

Wholesale leaders have a clearer idea of where they want to go. The harder question may be whether the infrastructure behind their business is ready to take them there. Our 2026 State of B2B eCommerce Report , based on research with 200 senior wholesale leaders, points to three shifts worth watching: brands are being more deliberate about where they expand, B2B eCommerce has become part of the infrastructure behind wholesale,and brands are looking to grow the depth of existing retail accounts alongside expanding their reach.