Why Smart B2B Companies Are Revolutionizing Search While Competitors Fall Behind

While Gartner predicts AI will disrupt traditional search by 2026, smart B2B companies are already seeing results. Here’s how one industry leader increased conversions and customer satisfaction and what you can learn from their approach.

The Hidden Revenue Problem Most B2B Companies Ignore

Jeremy Ott had a problem. As Director of eCommerce at Reinders, he watched potential customers struggle daily with their website’s search function.

The numbers told a harsh story:

• Customers abandoning carts during product searches
• Support teams overwhelmed with basic product inquiries
• Large B2B orders failing at checkout
• Professional contractors questioning whether Reinders could handle their business needs

Sound familiar? If you’re running a B2B eCommerce operation, these challenges probably hit close to home.

Here’s what most companies don’t realize: Poor search functionality isn’t just annoying, it’s expensive. Every frustrated customer represents lost revenue, damaged relationships, and competitive disadvantage.

But Reinders found a solution. And their transformation offers a blueprint for any B2B company ready to turn search from a liability into a competitive advantage.

What Gartner’s Research Reveals About Search in 2025

Before diving into Reinders’ success story, let’s look at what industry analysts are saying about the search landscape.

The New Reality: Basic Search Is Dead

Gartner’s 2025 Magic Quadrant for Search and Product Discovery delivers a sobering message: “Good relevance has become highly commoditized and is not enough on its own.”

Translation? If your search still relies on simple keyword matching, you’re already behind.

The research shows that “the minimum expectation today is personalized relevance, using customer behavioral data.” This isn’t a future trend—it’s happening now.

The Investment Reality Check

Want to know how seriously the market takes search? Gartner’s inclusion criteria require vendors to have over $9 million in annual revenue from search solutions alone.

That’s not total company revenue that’s just from search functionality. This reveals a market where leading companies invest heavily because they understand search’s direct impact on their bottom line.

The 2026 Disruption Coming

Perhaps most importantly for strategic planning, Gartner predicts that “during 2026, at least one new generative AI-based conversational UI pattern will disrupt traditional search and browse UIs, penetrating at least 5% of the market.”

Why does 5% matter? In technology adoption, this often represents the tipping point where early adopters gain significant advantages over slower competitors.

How Reinders Transformed Their B2B Search Experience

Now let’s examine how one company successfully navigated this challenging landscape.

The Pain Points That Demanded Action

Before transformation, Reinders faced challenges that will sound familiar to any B2B eCommerce leader:

• Sluggish search results that left customers digging through irrelevant products
• Failed large cart checkouts—critical for B2B buyers placing substantial orders
• Overwhelming product listings that confused rather than guided customers
• Platform inflexibility that created friction at every customer touchpoint

For a company serving contractors and groundskeepers whose projects depend on finding the right irrigation components quickly, these weren’t just user experience issues they were business-critical problems.

The Strategic Solution

Rather than implementing quick fixes, Reinders partnered with Atwix for a comprehensive approach:

Smart Search Implementation

• Deployed ElasticSuite for AI-powered search functionality
• Enabled semantic understanding beyond keyword matching
• Integrated behavioral learning to improve relevance over time

Performance Optimization

• Eliminated slow page loads, especially for large cart checkouts
• Optimized backend processes for B2B transaction volumes
• Implemented structured QA workflows for reliable deployments

B2B-Specific Enhancements

• Launched Adobe Commerce B2B Rewards Program in December 2024
• Improved account-based pricing and inventory visibility
• Enhanced product categorization for professional buyers

The Measurable Results

The transformation delivered immediate, quantifiable improvements:

• Lightning-fast load times eliminated checkout frustrations
• Effortless product discovery increased customer satisfaction and conversions
• Reduced support burden as customers found products independently
• Stronger customer relationships through reliable digital experiences

As Ott explains: “We’re not just seeing better performance metrics—we’re seeing happier customers. The ability to move fast and adapt has been a game-changer.”

The Technology Behind the Success

Understanding Reinders’ technology choices reveals why their approach works across different business contexts.

ElasticSuite: Enterprise Technology, Smart Pricing

Here’s what many companies don’t realize: ElasticSuite runs on Elasticsearch, proven enterprise-grade technology that powers search for many leading eCommerce platforms.

As partners with multiple search technology providers including Nosto, Algolia, and others, Atwix helps businesses choose the right solution for their specific needs and budget.

Key capabilities include:

• Vector search for semantic understanding
• Behavioral learning that improves over time
• Flexible integration across major eCommerce platforms
• B2B-optimized features for complex catalogs and pricing

Platform Flexibility That Scales

The solution works effectively across platforms:

• Adobe Commerce: Native B2B features create powerful synergies
• Shopify Plus: Scales with growing DTC brands
• BigCommerce Enterprise: Supports mid-market complexity
• Shopware: Provides European market advantages

Adobe Commerce advantage: The Reinders B2B Rewards Program demonstrates how search integrates with account-based pricing, customer segmentation, and complex catalog management capabilities that require significant custom development on other platforms.

Cost-Effective Solutions Across the Spectrum

With partnerships spanning from cost-effective solutions to enterprise-grade platforms, we help businesses find the right balance of functionality and investment:

• ElasticSuite: Powerful capabilities with predictable costs and fast implementation
• Nosto: AI-driven personalization and search for mid-market businesses
• Enterprise solutions (Algolia, Bloomreach, Coveo): Comprehensive platforms for complex global operations

The key is matching technology capabilities to business requirements rather than defaulting to the most expensive or cheapest option.

Preparing for the Future: Reinders’ 2025 Roadmap

Reinders isn’t stopping with current success; their forward-looking strategy aligns perfectly with industry predictions.

AI-Powered Enhancements

Planned integrations include:

• AI-powered chat solutions for conversational product discovery
• Enhanced personalization using data-driven insights
• Logistics optimization connecting search with inventory and delivery

This roadmap directly addresses Gartner’s prediction about conversational AI disrupting traditional search interfaces.

Mobile-First B2B Experience

Key focus areas:

• Field professional support for job site ordering
• Mobile-optimized search for equipment and parts
• Integrated inventory visibility for project planning

Continuous Optimization Strategy

Rather than major overhauls, Reinders plans incremental improvements:

• Search functionality refinements based on user behavior
• UI enhancements for smoother navigation
• Integration expansions with existing business systems

Your B2B Search Assessment: Key Questions

Ready to evaluate your own search capabilities? Start with these critical questions:

Customer Experience Audit

• How many clicks does it take customers to find specific products?
• Can customers search effectively using their terminology (not just your product names)?
• Do large cart checkouts work reliably without failures?
• Can field teams place orders efficiently from mobile devices?

Business Impact Analysis

• How much support time is spent on basic product inquiries?
• What’s your cart abandonment rate during the search process?
• Are you losing prospects to competitors with better digital experiences?

Technology Evaluation

• Does your current search scale with business growth?
• Can you implement improvements quickly without major disruptions?
• Are you prepared for conversational AI adoption?

Implementation Strategy: Lessons from Success

Based on Reinders’ experience and broader market trends, here’s a practical framework for search transformation:

Phase 1: Foundation (Months 1-2)

• Audit current capabilities from customer perspective
• Analyze hidden costs of poor search performance
• Evaluate platform compatibility with improvement options

Phase 2: Core Implementation (Months 2-4)

• Deploy intelligent search technology (like ElasticSuite)
• Optimize performance for your transaction volumes
• Implement basic personalization based on customer segments

Phase 3: Enhancement (Months 4-6)

• Add advanced features like rewards programs or account-based pricing
• Integrate with existing systems for seamless workflows
• Train teams on optimization and merchandising tools

Phase 4: Evolution (Ongoing)

• Monitor performance metrics and customer feedback
• Plan AI integrations for conversational experiences
• Scale capabilities as business grows

The Competitive Window Is Closing

Here’s the reality: The gap between search leaders and laggards is widening rapidly.

Companies implementing intelligent search now like Reinders are establishing advantages that will compound over time. As Gartner’s research indicates, advanced search functionality is becoming standard rather than differentiating.

The companies that act now will:

• Capture market share from slower competitors
• Build stronger customer relationships through superior experiences
• Position themselves for the AI-driven future of commerce

Those that wait will find themselves:

• Playing catch-up while competitors gain momentum
• Losing customers to better digital experiences
• Facing higher costs as demand for search expertise increases

Ready to Transform Your B2B Search?

Reinders’ success demonstrates that significant search improvements are achievable with the right technology, implementation approach, and strategic focus.

Key takeaways for your business:

• Start with honest assessment of current search capabilities
• Choose flexible technology that grows with your business
• Focus on measurable improvements in customer experience
• Plan for AI integration without waiting for perfect solutions

The experienced team at Atwix has helped companies across industries and platforms achieve results similar to Reinders. With partnerships spanning leading search technology providers including Nosto, Algolia, Bloomreach, and Coveo, we help businesses choose and implement the right search solution for their specific needs and budget.

Ready to explore how search transformation could drive growth for your business?

Contact Atwix today to discuss your specific needs and learn how we can help you join the search revolution reshaping B2B eCommerce success.