Voice commerce in B2B: trends for international and on-the-go orders

The rise of voice commerce can no longer be ignored. Worldwide, more than half of consumers now use their voice to search for and purchase products. And with currently 8.4 billion active voice assistants, more than the number of people on earth, the way both consumers and businesses communicate with each other is changing.

In this blog, we discuss the latest trends around voice commerce, its advantages and disadvantages, and how you can apply this technology for your business.

The role of AI in the global growth of voice commerce

Voice commerce is rapidly gaining ground worldwide. In the US, nearly 39 million people already make purchases via smart speakers, and usage is also growing rapidly in Europe. In the Netherlands, 75% of consumers are familiar with voice assistants, of which 30% actively use them, not only for music but also for orders and service.

Trust in this technology is growing, and more than half of Dutch people expect to use automated customer contact more frequently in the future. Generative AI, such as ChatGPT, plays a crucial role in this. The National Voice Monitor 2025 shows that consumers increasingly have experience with automated customer contact: 71% have spoken with a chatbot at some point and 62% with a voice assistant. They now expect faster, more personalized interactions.

The rapid emergence of voice commerce and the role of AI show that this technology is no longer limited to the consumer market. New opportunities are also emerging in the B2B sector to make processes more efficient, faster, and customer-friendly. But what does this mean specifically for your organization?

Voice commerce: opportunities and applications within B2B

Voice commerce especially offers opportunities in two areas that are directly valuable for B2B companies: on-the-go ordering by employees and partners, and international orders that become simpler and more reliable. We elaborate on these applications below.

Voice commerce for on-the-go ordering in B2B

With voice commerce, internal and external employees or partners can place hands-free orders during customer conversations or directly from the workplace. This saves time, reduces administrative tasks, and prevents manual order entry afterward. Additionally, product information is directly accessible, allowing customer questions to be answered quickly and decisions to be made faster. The ordering process and customer interactions thus run faster and more smoothly, and customers are more satisfied because you respond more quickly and intelligently to their needs and wishes.

For example, Honeywell applies voice technology within warehouse logistics. Employees execute orders and inventory updates via voice commands, allowing processes to run faster and reducing errors. This form of hands-free ordering is a precursor to voice commerce in B2B.

Accelerating international B2B orders with voice commerce

International orders often require extra time due to differences in language and currency. With voice commerce, this is automatically adjusted, allowing you to order faster and prevent miscommunication. By simply speaking orders, you accelerate the process, reduce administrative tasks, and ensure faster deliveries. This is ideal for large volumes and repeat orders. Moreover, you have real-time insight into inventory, delivery times, and prices, so you, your partners, and your teams are always up to date. The result is a smoother ordering process and reliable international collaboration.

Challenges of voice commerce in the Dutch market

Although voice commerce is not yet widely applied in the Netherlands, global usage is growing rapidly. For B2B companies, the biggest challenges lie in localization and trust. Variations in language, accents, and dialects can affect the accuracy of speech recognition. Additionally, privacy concerns play a role, as Dutch consumers are reluctant to share personal data in a business context.

The next step for your organization

Although there are challenges, such as localization and privacy, voice commerce will become indispensable within B2B processes in the long term. It offers advantages such as faster orders, more transparency, and higher customer satisfaction.

Companies that invest now in a reliable integration of voice commerce gain an advantage over their competitors. By taking the right steps now, your organization can optimize processes, strengthen customer relationships, and prepare for the future of voice-controlled technology.