B2B is where agentic commerce gets genuinely hard. Often the agent already knows the supplier — it's executing a purchase within an existing relationship and approved-vendor list. The job isn't discovery; it's completing the order under real-world rules. And that's precisely where most B2B sites fall over.
The four silent exits
Contract pricing. The catalogue shows list price, but this buyer has negotiated terms. The agent can't see the real price, so it can't confirm budget — and stalls. Approval routing. The order may need sign-off above a threshold; if the site can't express that, the agent doesn't know whether it's allowed to proceed. Gated catalogue. Pricing and availability sit behind a login the agent can't pass. PO and terms. The checkout demands a PO number or payment terms the agent has no way to supply.
Why this is the opening, not the obstacle
No platform auto-solves this. A gated, contract-priced, approval-routed B2B flow is bespoke by definition — there's no one-click toggle that makes it agent-completable. That's why B2B is the cleaner moat: the work is real, the rules are specific, and the only way to know where an agent drops is to send one through and watch. Map the exits, close them, and keep them closed as your contracts and catalogue change.