Testing new markets without local teams? AI makes it possible
Marco Flapper | 11-11-2025
Digital Trends for 2026
How AI, data, and automation are changing B2B e-commerce forever.
The world of B2B e-commerce is changing faster than ever. While just a few years ago we mainly talked about omnichannel and personalization, today it’s about autonomous purchasing, AI copilots, and data as a business model.
The Digital Trends Report 2026 from Intershop shows that companies experimenting with AI today will lead the market tomorrow. Not by doing more, but by working smarter. By seeing technology not as an end in itself, but as an accelerator of value — for both the customer and the organization.
In this blog series, I’ll take you through the six most important trends that will define success in B2B commerce in the coming years. From AI taking over the buying process to managers reinventing their roles.
Each article gives you insights, concrete examples, and practical steps to get started yourself.
Whether you’re focused on growth, efficiency, or customer-centricity, these trends will help you move forward.
And believe me: the future of e-commerce isn’t something that will happen, it’s already happening today.
Trend 5: Testing new markets without local teams? AI makes it possible
International expansion used to be a months-long project, new teams, offices, translations, market research… But thanks to AI, you can now enter a new country today, without being physically present.
AI makes it possible to digitally explore, serve, and validate new markets. Think automatic localization, real-time translations, intelligent market analysis, and multilingual customer service , all without needing a local team.
What’s different now?
- AI automatically translates and adapts your content per market
- AI chatbots answer customer questions in local languages
- Market data is analyzed in real time: buying behavior, competition, search volume
- You can launch a digital pilot store in just a few days
“With AI, you can start in Spain tomorrow — without getting on a plane.”
— Intershop Digital Trends Report 2026
Example: B2B wholesaler opens a digital office in Italy
A technical wholesaler wanted to test the Italian market. Using AI, the webshop was automatically translated, adjusted for local search terms, and supported with multilingual customer service through chatbots. Within two weeks, a test campaign was running and the first orders came in. All without a local branch.
What do you need in place?
A solid PIM system. Without structured product information, you can’t translate or localize quickly.
A scalable commerce platform. One that supports new regions fast, in terms of currency, VAT, and language.
Clear goals. What do you want to learn from your market exploration? Conversion, click behavior, price sensitivity?
A test budget. You don’t need to invest huge amounts, just experiment smartly.
What are the benefits?
Low market entry costs
Fast validation of new markets
Insights into customer needs without travel time
More speed, less risk
In part 6, we’ll explore how to turn data into a revenue model and how AI helps create services that customers truly value.
Source: Intershop Digital Trends Report 2026
From strategy to success
Would you like to discuss international growth with AI? Or start a pilot in a new market?
Get in touch, I’d be happy to help.
