The Digital Imperative: Why B2B Home & Interiors Brands Must Evolve Now
July 3, 2025
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5 mins read
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At IM Digital, the B2B home and interiors sector is where we feel…at home. We’ve worked with several leaders in this space and learned a few things.
It’s an industry that’s historically been defined by:
- Bespoke relationships
- Tactile experiences, and
- Perhaps a slower pace of technological adoption.
Yet, there’s been a seismic shift. What was once a predictable industry is now rapidly transforming, driven by the relentless demand for innovation. Brands that cling to outdated models risk becoming relics in an industry demanding agility and forward-thinking solutions.
This isn't merely about adopting new tools; it’s a fundamental reshaping of commerce, customer expectations, and the very culture of the industry. The imperative to evolve is clear: embrace digital innovation, or watch as the market moves on without you.
At IM Digital, we don't just observe these shifts; we help leading brands navigate them, building beautiful, functional, and powerful commerce experiences that break down barriers between customers and brands. We believe the future of commerce is seamless, intelligent, and deeply human.
Let’s go over the key digital shifts we’re seeing – the shifts redefining B2B home and interiors and how your brand can adapt but thrive.
The B2C-ification of B2B: Elevating the Customer Experience
Today’s B2B buyers—whether they are interior designers, architects, or procurement managers—are consumers in their personal lives. This means they now expect the same seamless, intuitive, and personalized digital experiences they routinely enjoy from B2C brands. The days of clunky portals and arduous ordering processes are numbered. What they demand is easy self-service, crystal-clear product information, and personalized interactions that make their complex jobs simpler.
This isn't a subtle preference; it's a profound shift in expectation. B2B customers need robust online portals where they can manage accounts, place orders, access resources independently, and do so 24/7. They expect tailored pricing, customized product views, and project-specific tools that mirror the sophistication of the consumer web.
We recently partnered with Classic Home to address exactly these demands. We helped them launch a sophisticated B2B portal that not only streamlines customer onboarding and manages business relationships but also optimizes their internal operations.
This innovative solution provides an effortless transition between B2B and D2C shopping, delivering the refined experience their discerning clientele expects.
For brands looking to achieve similar agility and empowerment, we developed Tapestry, our B2B Accelerator for Shopify. Tapestry goes beyond standard Shopify capabilities, enabling unified commerce, rapid deployment, and empowering your team with features designed to elevate and grow your B2B experience. From tailored storefronts to streamlined ordering and robust customer self-service portals, Tapestry delivers the precision and performance B2B demands.
Technology Evolution: AI, Platforms, and Integration
A cutting-edge technology stack is no longer an optional upgrade; it is the cornerstone of competitive advantage. This encompasses everything from intelligent AI applications to the choice of powerful e-commerce platforms and, critically, seamless integration across all your systems.
Artificial Intelligence (AI) is already revolutionizing product discovery, personalization, and operational efficiency within our industry. Imagine AI’s role in visualizing designs, assisting customers with complex product selections, or even translating abstract ideas into concrete product recommendations. We consistently position AI as a powerful tool that enhances human creativity and strategic insight, not replaces it.
We recently brought this vision to life with our work for Samplize. We developed an innovative AI-powered paint color match tool for them, utilizing Google Gemini to translate user input—whether text descriptions or uploaded images—into precise paint color recommendations. This exemplifies how AI can solve specific customer challenges and dramatically enhance product discovery. Experience the future of paint selection at Samplize.
Choosing the right commerce platform is equally critical. The industry is gravitating towards flexible, scalable solutions (like Shopify, Adobe Commerce, or Commercetools) that can deftly handle the intricate needs of B2B while offering robust B2C capabilities. Beyond the platform, the seamless integration of your e-commerce operations with critical Enterprise Resource Planning (ERP) systems, such as NetSuite, is non-negotiable for real-time data, accurate inventory management, and efficient order fulfillment.
Our collaboration with Material Bank showcased our ability to tackle unique, complex challenges with inventive technical solutions. We developed custom components for their Magento platform, including a powerful Rules Engine and a "Regulator" for fraud prevention, demonstrating how deeply integrated systems can streamline operations and enhance the customer experience.
In another groundbreaking project, we designed and developed Design Shop’s 100% custom front-end site using the Commercetools API. This platform features innovative interactive design tools, a Design Shop Calculator, and a Room Styler, all seamlessly integrated with backend systems for catalog, inventory, and order management. This project underscored our expertise in delivering bespoke, cutting-edge solutions for visionary brands.
Redefining Operational Efficiency: Beyond the Transaction
Digital transformation is not confined to the customer-facing facade; it extends deep into your organization, revolutionizing internal operations, optimizing supply chains, and transforming how your teams interact. This leads to profound improvements in efficiency and effectiveness.
Digital tools enable streamlined workflows, from lead management and customer classification to authenticated tooling for sales teams and internal staff. This empowers your people to work smarter, not just harder. Furthermore, the ability to gather and analyze rich data allows for continuous optimization of customer journeys and higher conversion rates. The ultimate goal is an omnichannel consistency, where every touchpoint, online and offline, offers a unified and cohesive brand experience.
When American Standard needed to accelerate their migration to Shopify, we didn't just move platforms; we optimized their entire digital ecosystem. Our work resulted in an elevated and more intuitive user experience for both B2B and B2C users, with improved navigation, search functionality, and micro-conversion opportunities that significantly increased their add-to-cart completion rate.
Similarly, our partnership with SATCO began with extensive discovery and co-creation workshops to deeply understand their complex customer personas. This empathy-driven approach led to a clear roadmap for enhancing product findability, improving information accessibility, and developing robust tools for both sales representatives and distributors. We helped them establish a vision for a customer-centric suite of online sites, ensuring their digital enhancements aligned with their unique business model.
The Cultural Transformation: Adapt or Be Disrupted
The profound digital shifts we’re witnessing demand more than just technological upgrades; they necessitate a fundamental cultural change within organizations. This involves fostering a mindset of adaptability, championing continuous innovation, and embedding a truly customer-centric approach into every facet of your business.
This means embracing agility – moving quickly, iterating on solutions, and responding to evolving market demands with confidence. It requires a commitment to human-centered design, ensuring that every digital experience is crafted to solve the real-world needs of design professionals and their clients. And crucially, it highlights the immense value of collaborative partnerships – working with expert agencies who possess both deep industry knowledge and the technical prowess to navigate complex digital landscapes.
At IM Digital, our values — "Trust the collaborative process," "Never settle for good enough," and "Put quality first" — are not just internal mottos; they are the bedrock of our client relationships. We are dedicated to delivering not just solutions, but lasting partnerships built on mutual trust and a shared pursuit of excellence.
IM Digital: Your Partner in Digital Evolution
The digital shifts sweeping through the home and interior industry are undeniable. They shouldn’t be threatening to B2B companies, though. They’re an exciting opportunity for brands willing to embrace innovation, elevate customer experiences, and optimize their operations through strategic digital solutions.
To truly make your mark in this evolving landscape, you need more than just technology; you need a visionary partner. IM Digital is the first name brands turn to when they're ready to reshape the future of commerce. We invite you to explore our case studies for more insights into our work, or simply reach out to us for a consultation.
Talk to us today and see how we can build something extraordinary, together.
Talk to us today and see how we can build something extraordinary, together.
Constante Quirino is the Director of Marketing for IM Digital. Having worked with leading brands and retailers across CPG, wellness, fashion, furniture, and interior design, Constante brings a diverse background in branding, merchandising, and search engine optimization (SEO) to every project.
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